ИЗКУСТВЕНИЯТ ИНТЕЛЕКТ КАТО ФАКТОР ЗА ТРАНСФОРМАЦИЯ НА ТУРИСТИЧЕСКИТЕ УСЛУГИ: НОВИ ИЗМЕРЕНИЯ НА ГОСТОПРИЕМСТВОТО
ARTIFICIAL INTELLIGENCE AS A FACTOR FOR TOURISM SERVICES’ TRANSFORMATION: NEW DIMENSIONS OF HOSPITALITY

Author(s): Ralitsa Georgieva, Veronika Denizova
Subject(s): Economy, Business Economy / Management, Tourism, Human Resources in Economy, ICT Information and Communications Technologies, Green Transformation
Published by: Икономически университет - Варна
Keywords: Tourism Services; Artificial Intelligence (AI); Hospitality; Tourism
Summary/Abstract: The development of artificial intelligence (AI) has an increasing impact on all areas of modern society, including the tourism industry. The current paper explores the application of artificial intelligence as a key factor in the transformation of the tourism services, focusing on its role in creating new dimensions of hospitality. The object of study are the tourism services that shape the modern hospitality. The subject of study is the impact of artificial intelligence as part of the digitalization and industry 5.0, related not only to automation, but also to the collaboration between people and technology, personalization, ethics and sustainability in the supply of the tourism services. Advantages and challenges related to the implementation of AI are outlined, including issues of ethics, human contact and digital security. As a result, findings are made related to artificial intelligence, which not only changes the way tourism services are offered, but also imposes a new paradigm in the understanding of hospitality – more intelligent, adaptive and custom-oriented.

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