ROLE OF ARTIFICIAL INTELLIGENCE IN TOURISM SECTOR FOR IMPROVED CUSTOMER EXPERIENCE

This study investigates the transformative role of Artificial Intelligence (AI) in revolutionizing customer experience within the tourism sector. As digital technologies evolve, tourism enterprises are increasingly leveraging AI-driven innovations to enhance service personalization, operational efficiency, and the overall customer journey. Through a comprehensive review of literature and real-world case studies, the paper examines key AI applications such as chatbots for customer interaction, intelligent recommendation engines for tailored travel planning, predictive models for demand analysis, and virtual assistants for itinerary coordination. Furthermore, it highlights the emerging challenges and strategic opportunities linked to AI integration, while offering foresight into future developments and areas for continued research in the field.