Ролята на меките умения в туристическото обслужване в епохата на изкуствения интелект
The Role of Soft Skills in Tourism Service in the Age of Artificial Intelligence

Author(s): Hristina Santana
Subject(s): Social Sciences, Economy, Psychology, Business Economy / Management, Sociology, Social psychology and group interaction, Social Informatics, Tourism, ICT Information and Communications Technologies
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: soft skills; artificial intelligence; tourism
Summary/Abstract: In the era of rapid development of Artificial Intelligence and digital technologies, the tourism industry is undergoing significant transformations. Automation, chatbots, and intelligent systems optimize reservations, data processing, and customer communication. Nevertheless, the role of the human factor remains crucial, especially concerning soft skills in tourism service. The present study examines the importance of soft skills — namely effective communication, empathy, intercultural sensitivity, adaptability, and problem-solving skills — in the context of increasing technological integration. Although Artificial Intelligence-based systems improve the efficiency and personalization of services, they cannot fully replace human attitude and the ability to create an authentic experience for tourists. In tourism service, the interaction between technology and human competencies creates a new model of hybrid service. On the one hand, employees use technological tools, but on the other, they rely on their soft skills to build trust, satisfaction, and customer loyalty. In this way, soft skills become a strategic factor for the competitiveness of tourism organizations. The research emphasizes that the successful development of the tourism sector in the digital era requires a balanced combination of technological innovations and a high level of human communication and social competencies. The application of soft skills remains a fundamental element for quality tourism service.

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