THE ROLE OF ARTIFICIAL INTELLIGENCE IN IMPROVING THE QUALITY OF SERVICE IN THE FIELD OF TOURISM

This article provides a comprehensive analysis of the role of artificial intelligence technologies in improving service quality in the tourism sector. The study covers the main capabilities of artificial intelligence, including service personalization, automation, predictive analytics, and customer feedback analysis. It also examines the impact of modern solutions such as chatbots, virtual assistants, dynamic pricing, and automated booking systems on the efficiency of tourism services. The article also analyzes the example of the Uzbek tourism market and substantiates the importance of introducing artificial intelligence technologies in the context of growing tourist flows and increasing demand for services. At the same time, it is noted that the implementation of these technologies in local conditions is directly related to infrastructure, digital literacy, and personnel training. The results of the study show that artificial intelligence is of strategic importance in improving service quality, effective resource management, and customer satisfaction in the tourism sector. The conclusions presented in the article confirm the increasing role of artificial intelligence technologies in the process of digital transformation of the tourism industry.

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