НАПРЯМИ ВИКОРИСТАННЯ ШТУЧНОГО ІНТЕЛЕКТУ У БІЗНЕС-ПРОЦЕСАХ ТУРИСТИЧНИХ ПІДПРИЄМСТВ

The article discloses scientific approaches to determining the directions of using artificial intelligence in the business processes of tourist enterprises. The following were highlighted: the direction of attracting customers by improving their experience and knowledge about the quality of services and benefits of a tourist enterprise (personalized responses to customer requests; a system of customer relations built on big data; virtual reality, which improves the experience of tourist service through the creation of a simulated environment that covers them, allowing for a higher level of immersion); direction of management of energy efficiency and resource saving of tourist enterprises (hotel applications based on artificial intelligence technology and the Internet of Things, which enable management of energy efficiency and resource saving); direction of forecasting business processes of tourist enterprises (forecasting methods (machine learning, big data analysis, neural networks; forecasting of development indicators, volumes of tourist flows, tourist demand, etc. is provided). It is noted that the specified directions of use include additional categories of directions