EXPERT EVALUATION OF ARTIFICIAL INTELLIGENCE OPPORTUNITIES IN THE TRAVEL AND TOURISM SECTOR

The paper focuses on the role of artificial intelligence in tourism, with a particular focus on travel itineraries generated by artificial intelligence and their potential to transform how travelers plan their travels. Through expert analysis and qualitative interviews, the paper analyzes the acceptability of these itineraries, the factors determining their use, how they compare to traditional itineraries in terms of design and quality, and the changing role of travel agents. The results suggest the ability of travel itineraries generated by artificial intelligence to simplify planning while noting their limits when compared to products and services provided by human agents. In addition to offering helpful suggestions for improving tourism products and services, the research provides suggestions for tourism professionals who wish to include the latest technological innovations in their offerings. It also suggests additional research into the long-term effects of these innovations on the tourism industry.