ARTIFICIAL INTELLIGENCE AS A TOOL FOR IMPROVING MANAGEMENT EFFICIENCY IN THE TOURISM BUSINESS

Abstract

In the context of unprecedented acceleration of technological processes and global digitalization of the economy, artificial intelligence is being transformed from an auxiliary tool into a strategic asset that determines the competitiveness of the tourism business. This article is devoted to a comprehensive study of the impact of AI technologies on the architecture of management processes in the tourism industry. The author argues that the introduction of intelligent systems goes beyond the simple automation of routine operations, initiating a fundamental restructuring of business models and organizational structures of the enterprise. The paper analyzes in detail four key vectors of transformation: increasing operational efficiency through deep robotization of processes, implementing strategies for hyper-­personalizing customer experience based on big data analysis, supporting strategic decisions through predictive analytics, and evolving the functionality and competencies of management personnel. The methodological basis is based on system analysis, comparative modeling and the study of best practices. Based on a systematic analysis of industry data and implementation cases for 2023–2025, it has been revealed that the maximum economic and organizational effect is achieved when forming a hybrid management model that provides synergy between the technological capabilities of algorithms and human capital. Special attention is paid to issues of ethics and risk minimization. The results of the study contain practical recommendations on the integration of AI solutions and can be used by the management of tourism enterprises to develop roadmaps for digitalization, modernize training systems and increase business sustainability in conditions of high market volatility. The materials of the article are useful for educational institutions and authorities. This approach has been proven to significantly increase key metrics, including return on investment and lifetime customer value. Implementation barriers and ways to overcome them are considered. The article also substantiates the need for continuous training of employees to work with new tools.