THE ROLE OF ARTIFICIAL INTELLIGENCE TECHNOLOGIES IN ENHANCING REGIONAL TOURISM COMPETITIVENESS

Abstract

This study examines the role of artificial intelligence (AI) technologies in improving the competitiveness of regional tourism, using the Turkistan Region of Kazakhstan as a case study. The theoretical foundations of tourism destination competitiveness are analyzed based on the models of Ritchie and Crouch, Dwyer and Kim, and the recommendations of the OECD. The study systematizes the application of modern AI technologies, including Machine Learning, Generative AI, ChatGPT, Big Data Analytics, Recommendation Systems, Computer Vision, Digital Twins, and Predictive Analytics in the tourism sector. An assessment of the current state of tourism in the Turkistan Region identifies key challenges related to digital transformation, including limited use of intelligent tourism services, insufficient personalization, and the absence of data-driven tourism management. As the main scientific contribution, the study proposes an original conceptual model for integrating AI technologies into regional tourism management and introduces an AI Readiness Index to assess the region's preparedness for AI implementation. Furthermore, practical recommendations are developed, including the creation of the Turkistan AI Guide platform, the use of Big Data for tourist flow management, AI-driven marketing, demand forecasting, and personalized tourism services. The proposed solutions are expected to improve service quality, enhance tourist satisfaction, optimize destination management, and strengthen the international competitiveness of the Turkistan Region as a smart tourism destination.