The impact of artificial intelligence on the competitiveness of tourism in tourist destinations (Case study: Kermanshah city)
Subject Areas : Policy-making and implementation of sustainable development in all areas
milad bakhsham
1
,
mahdi hosseinpour
2
,
masoumeh ayeneh
3
1 - PhD Student in Entrepreneurship, Department of Economics and Entrepreneurship, Faculty of Social Sciences, Razi University, Kermanshah, Iran.
2 - Assistant Professor, Department of Management and Entrepreneurship, Department of Economics and Entrepreneurship, Faculty of Social Sciences, Razi University, Kermanshah, Iran
3 - Master of Business Management , Marketing, Payam Noor University, Tehran, Iran
Keywords: Tourism, Competitiveness, Information and communication technology, Artificial intelligence, Tourism destination. ,
Abstract :
Today, tourist destination like other businesses try to distinguish themselves from competitors and offer a unique experience to customers and information and communication technology especially intelligence can be one of these tools. The purpose this research is to investigate the impact of artificial intelligence on the competitiveness of tourism in tourism destination. The current research is quantitative in terms of type and applied in terms of purpose and in terms of data collection, it is descriptive- correlational. The statistical population of the research was specialists and experts in the field of information and communication technology and tourism of razi university in kermanshah, whose number was 61 people based on the statistics provided by the university and the sample size was considered equal 61 people using the principle of the whole number. The research questionnaires were distributed among them. In order to analyze the data in the from of structural equation model, smart pls3 software was used. The results of the research showed that artificial intelligence has a positive and significant relationship with increasing the level of competitiveness of tourism in tourism destinations. Private and government organizations and companies in the field of tourism can use the facilities and infrastructures related to artificial intelligence to increase. The level of competitiveness of tourism destinations and take advantage of the advantages of artificial intelligence in order to increase the quality level of the destination in the wrong dimensions.
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