Roles of AI in Digital Transformation of Tourism Business

Abstract

The advent of the digital age has exponentially amplified the scope and impact of Artificial Intelligence (AI) in various sectors, including tourism. This thesis aims to comprehensively investigate and elaborate on the multifaceted roles of AI in accelerating the digital trans-formation of the tourism industry. The transformative potential of AI in fostering personalised marketing, offering tailored services, and driving business decision-making based on predictive analytics. The research further delves into the complexities and challenges of integrating AI, including privacy concerns, data quality issues, and the need for constant technology updates.

Despite its challenges, the thesis advocates that AI is an invaluable tool for the tourism industry in the digital era. Highlighting the comprehensive analysis of the current literature, case studies, and primary survey data, this thesis underscores the critical role of AI in shaping the future of the tourism industry in the digital world. It concludes that tourism businesses can unleash the full potential of digital transformation by harnessing AI's potential, ensuring a competitive edge in an increasingly digital and globalised marketplace.