THE ROLE OF ARTIFICIAL INTELLIGENCE IN THE TOURISM SECTOR IN THE CONTEXT OF DIGITAL TRANSFORMATION: GLOBAL TRENDS AND LOCAL EXPERIENCE

Abstract

This study investigates the role of artificial intelligence (AI) in the tourism sector within the broader framework of digital transformation, focusing on global trends and local experiences. AI technologies, including machine learning, big data analytics, and intelligent automation, are reshaping tourism by enhancing service quality, operational efficiency, and customer engagement. The research combines theoretical analysis with empirical observations to evaluate how AI contributes to the modernization of tourism systems. Special attention is given to the integration of global practices with local implementation, particularly in developing countries. The findings demonstrate that AI-driven digital transformation significantly improves competitiveness, sustainability, and innovation in tourism. The study highlights the importance of aligning global technological trends with local conditions to achieve effective outcomes