DIGITALIZATION AND ARTIFICIAL INTELLIGENCE: NEW DIMENSIONS IN TOURISM

Sonja Lučić

doi:10.52370/TISC22564SL

Sonja Lučić Faculty of Law, University of Kragujevac

DOI: https://doi.org/10.52370/TISC22564SL

Keywords: tourism, smart hotels, artificial intelligence, digitalization

Abstract

Artificial intelligence (AI) offers a wide range of opportunities that increase productivity in the tourism sector. Travel companies use AI for various administrative tasks as well as for customer support. Hotels and other travel companies have already used chatbots on social media platforms and instant messaging apps. In addition to customer support, AI may be used in tourism for quick and accurate collection, sorting and interpretation of data. The author in this paper will point out the positive impact of AI and digitalization in the tourism sector. Besides that, the author will explore the ways in which the new possibilities of digital technologies can make travel services more accessible, easier and more customized in the future. Yet, the research will show that in tourism, the replacement of the human factor with artificial intelligent technologies in certain situations is still impossible and undesirable.

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