The growing use and impact of artificial intelligence technologies in the tourism industry

Abstract

The research relevance is determined by the increasing role of artificial intelligence in the tourism business, which was demonstrated during the outbreak of the COVID-19 pandemic in Bali, resulting in a decline in the number of tourists visiting the island. The research aims to investigate the real-life experience of applying artificial intelligence systems in the tourism industry to address the challenges of developing the tourism industry in Bali, Indonesia. The basis of the methodological approach is a combination of theoretical methods of analysis and synthesis of the collected information covering the practical experience of the application of artificial intelligence systems in the tourism industry, as well as a survey of customers of travel agencies that have used such systems in trips to Bali. The research results show that artificial intelligence can significantly help the tourism business in Bali, as the number of tourists visiting the island dropped by 40% during the pandemic, resulting in a reduction in the number of tourism staff. The practical application of systems based on artificial intelligence opens up a wide range of business opportunities, as it allows for optimizing the activities of tourism firms and providing customers with high-quality services with highly technical equipment. The use of neural network mathematical models of tourist firms’ activity based on AI, allows them to achieve high speed of data processing, which allows tourist firms numerous competitive advantages and significantly improves the quality of their services. The practical significance of the results of this scientific research lies in the possibility of their application in the organization of the activities of enterprises in the sphere of tourism business, built on the use of digital technologies and systems based on artificial intelligence.