UK: Дослідження присвячено аналізу маркетингових технологій персоналізації в туризмі на основі штучного інтелекту (ШІ). Показано важливість інтеграції технологій ШІ в туристичні програми і платформи
та інтеграції голосових помічників (Amazon Alexa, Google Assistant) у подорожі. Встановлено, що персоналізація на основі ШІ передбачає використання його технологій для створення персоналізованого досвіду
для туристів на основі їх індивідуальних потреб. Висвітлено переваги персоналізації в індустрії туризму
на основі ШІ. Константовано, що клієнтам важливо пропонувати ШІ у формі інтерактивних технологій і
технологій самообслуговування; абонентський сервіс; використовувати нативну та програмну рекламу.
Наголошується, що персоналізовані рекомендації на основі поведінкових даних клієнтів є одним із найефективніших способів розвитку туристичного бізнесу. Прогнозується, що персоналізація на основі штучного інтелекту буде ще більше інтегрована в досвід туристичних подорожей.
EN: The research deals with the analysis of marketing technologies of personalization in tourism based on artificial
intelligence (AI). It is noted that one of the latest transformations in the field of tourism is caused by the development
of information and communication technologies based on innovations in AI. It has been established that personalized
travel and an individual approach to tourists by travel companies is one of the most important trends in the modern
tourism industry. It is the use of AI that will allow a specific travel company to create a good, personalized experience
that is better than that offered by its competitors. AI-powered personalization is viewed as the use of AI technologies
to create personalized experiences for travellers based on their individual needs, preferences, lifestyles, behaviours,
etc. The use of marketing technologies of personalization in tourism allows the client to get a meaningful journey
based precisely on his or her greatest preferences and needs. The benefits of AI-based personalization in the
tourism industry are highlighted. AI-based personalization has been found to transform the tourism industry in many
aspects of operating activities. It has been proven that the introduction of AI technologies in tourism will cause a
massive departure from traditional operating models. It has been established that in modern conditions it is important to offer AI to clients in the form of interactive and self-service technologies to ensure the best interaction with them.
It has been shown that one of the most sought-after applications of AI in the tourism industry is online customer
assistance. It has been found that for better competitiveness, it is important for travel companies to pay attention to
customer service, which allows deepening relations with customers; to use native advertising to deliver unique travel
experiences and programmatic advertising that is tailored to the tourist's browsing behaviour. It is noted that marketing
technologies of personalization in tourism based on AI provide the following: segmentation of customers according
to indicators of probable conversion; retargeting to more promising tourists; directing advertising to customers with
Google AdWords. It is emphasized that personalized recommendations based on customer behavioural data are
one of the most effective ways to grow a travel business. One of the leading trends in AI-based personalization in the
travel industry is the integration of this technology into travel applications and platforms. Another trend in AI-based
personalization in the travel industry is the integration of voice assistants (Amazon Alexa, Google Assistant) when
travelling. Artificial intelligence-based personalization is predicted to be further integrated into the travel experience,
providing travellers with new and innovative ways to plan, book, and experience travel.
