EMPLOYING ARTIFICIAL INTELLIGENCE TO TRANSFORM INTO SMART HOTELS IN KARBALA

Abstract

The research aims to focus on artificial intelligence applications as a model for transforming tourist hotels in the holy Karbala Governorate into smart hotels, and exploring the challenges and opportunities facing this transformation? Artificial intelligence improves competitive capabilities, as well as providing personalized experiences for guests based on their preferences and expectations. (75) questionnaires were distributed to hotel managers, receptionists, hotel services managers, restaurant managers, and maintenance officers. The questionnaire consisted of (20) questions and was analyzed using a Likert scale (Five Point Likert Scale). The results showed that the independent variable (artificial intelligence) and its sub-dimensions (technical, organizational, and cultural) have a relationship and influence on the dependent variable (smart hotels), and that hotels’ investment in the artificial intelligence factor will ensure their future success, in addition to their ability to keep pace with the services they have that meet the needs of guests in the digital age.