ARTIFICIAL INTELLIGENCE AS A BASIS FOR INNOVATION MANAGEMENT IN TOURISM
The paper overviews theoretical researches and practical applications related to implementation of artificial intelligence (AI) in tourism. Recently, much attention is given to the machine learning algorithms, neural networks and computer visions as promising tools of the digital transformation of tourist industry. Prognostic and classification models build by means of them allow all stakeholders of tourist industry to move to a new level of decision-making process and thus to improve the quality of the service. In particularly, AI-based software enables local authorities not only to measure anthropogenic load in some area, to perform ecologic monitoring of recreation territories and to model their sustainable development, but also to increase safety level for tourists. Transport companies could optimize tourist itineraries and study behavior models of the clients at the moment of buying tickets and hotel and restaurant owners would get more efficient tools for determining preferences of the consumers, the degree of their satisfaction and that would lead to constructing much more efficient relations with them. Another important issue is that neural networks are capable to resolve the problem of fake reviews. Undoubtedly, that will rise the credibility of the information available on internet. Summarizing, AI is becoming a new technological paradigm on the basis of which an innovative management processes in tourism will be designed soon.