THE USE OF ARTIFICIAL INTELLIGENCE IN THE ORGANIZATION OF TOURIST ROUTES ON THE EXAMPLE OF ENOTOURISM
DOI:
https://doi.org/10.36773/1818-1112-2025-138-3-185-192Keywords:
artificial intelligence, enotourism, tourist routes, personalization, smart tourism, digitalization of tourism, Big Data, AR/VR technologies, Internet of Things (IoT), recommender systems, sustainable territorial developmentAbstract
The article examines the theoretical and applied aspects of the use of artificial intelligence technologies in the formation and optimization of tourist routes in the field of enotourism under the conditions of the digital transformation of the industry. The relevance of the study is determined by the growing demand for personalized tourist products, the development of the smart tourism concept, and the necessity of introducing intelligent mechanisms for managing tourist flows in the cultural and gastronomic segment.
The purpose of the study is to identify the possibilities, advantages, and practical effects of applying artificial intelligence in the organization of enotourism routes, as well as to conduct their empirical assessment using international examples. The methodological basis includes methods of systems analysis, clustering, correlation analysis, machine learning algorithms, hybrid recommender systems, route optimization methods, and big data processing tools. The empirical base comprises information on more than 4,000 enotourism sites in Italy, France, Portugal, the United States, Russia and Georgia.
The role of artificial intelligence as a key element of the digital ecosystem of enotourism is demonstrated. The developed multi-level model of intelligent routing ensures the transition from static routes to adaptive personalized trajectories that take into account tourists’ preferences, seasonality, and logistical constraints.
Empirical results revealed a strong positive correlation between the level of digitalization of destinations and tourist satisfaction with AI-generated routes, as well as a relationship between the reduction of planning time and the increase in the profitability of wineries. A comparison with traditional and agency-based routes confirmed the advantages of AI in terms of personalization, optimality, cultural richness and economic efficiency.
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