AI-Driven Innovations in Tourism: Developing a Hybrid Framework for the Saudi Tourism Sector

In alignment with Saudi Vision 2030’s strategic objectives to diversify and enhance the tourism sector, this study explores the integration of Artificial Intelligence (AI) in the Al-Baha district, a prime tourist destination in Saudi Arabia. Our research introduces a hybrid AI-based framework that leverages sentiment analysis to assess and enhance tourist satisfaction, capitalizing on data extracted from social media platforms such as YouTube. This framework seeks to improve the quality of tourism experiences and augment the business value within the region. By analyzing sentiments expressed in user-generated content, the proposed AI system provides real-time insights into tourist preferences and experiences, enabling targeted interventions and improvements. The conducted experiments demonstrated the framework’s efficacy in identifying positive, neutral and negative sentiments, with the Multinomial Naive Bayes classifier showing superior performance in terms of precision and recall. These results indicate significant potential for AI to transform tourism practices in Al-Baha, offering enhanced experiences to visitors and driving the economic sustainability of the sector in line with the national vision. This study underscores the transformative potential of AI in refining operational strategies and aligning them with evolving tourist expectations, thereby supporting the broader goals of Saudi Vision 2030 for the tourism industry.