ИЗКУСТВЕН ИНТЕЛЕКТ: ВРАГ ИЛИ ПРИЯТЕЛ НА ТУРИСТИЧЕСКАТА ИНДУСТРИЯ?
AI: ENEMY OR FRIEND TO THE TRAVEL AND TOURISM INDUSTRY?

Author(s): Hristina Santana
Subject(s): Economy, Tourism, Human Resources in Economy, ICT Information and Communications Technologies, Green Transformation
Published by: Икономически университет - Варна
Keywords: AI; travel industry; innovation; experience
Summary/Abstract: From AI-driven personalization to dynamic pricing and virtual assistants, the integration of AI technology is forming the grounds of a new era for the travel and tourism industry. However, tourism is an industry where human contact is paramount. Unlike many other industries, it is rooted in direct interactions, sensory experiences, and cultural authenticity. At the same time, for years we have been discussing e-tourism and the increasing role of e-business in tourism, the development of which today is due to AI and the pace at which it is developing. The author aims to explore its dual nature as a potential ally and friend on the one hand, a threat and enemy or a complex combination of the two, on the other. The paper analyzes the actual and potential benefits of AI for management, presents the risks related to the workforce, and reveals the ethical implications.

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