THE ROLE OF ARTIFICIAL INTELLIGENCE IN MANAGING JOINT VENTURES IN THE MODERN TOURISM INDUSTRY

Abstract

This article explores the effectiveness of using artificial intelligence (AI) technologies in managing joint ventures within the contemporary tourism industry. The study is based on the actual management practices of tourism joint ventures in the Turkestan region and employs a combination of quantitative and qualitative methods. Data were collected through surveys of 120 tourists, semi structured expert interviews with 15 professional guides, and case analyses of enterprise management practices. The findings indicate that AI tools—such as online booking systems, analytical platforms, chatbots, and virtual guides—positively impact service quality, accelerate management processes, and improve coordination among partners. High levels of tourist satisfaction demonstrate that AI technologies are emerging as a competitive advantage factor. Although certain limitations exist, such as initial investment requirements and staff digital competency, these are expected to be offset in the medium term by increased management efficiency. The results provide a basis for developing practical recommendations for the strategic integration of AI technologies into the management of joint ventures in the tourism industry.