AI and Machine Learning Applications in Tourism: An Empirical Model-Based Research

This research paper aims to mainly discuss the use of Artificial Intelligence (AI) and its derivatives Machine Learning (ML) in the tourism industry and business. In the identification of the effects of AI as well as ML, based on empirical data sourced from different databases, the use empirical models was done to determine customer/tourist satisfaction, efficiency of operations and revenue generation. SME findings show important advancements in these areas, which may indicate that the application of AI and ML is changing the tourism industry.