AI as a strategic lever in tourism A journey into innovative solutions: toward the future of hospitality

This thesis investigates the effect of Artificial Intelligence (AI) on the tourism and hospitality sector by exploring its role in improving user satisfaction and operational efficiency. It begins with an introduction to AI, its different categories, and its evolution, followed by an exploration of its two main applications in tourism: predictive and generative AI. Among the examples, several AI-driven tools will be analyzed, including chatbots, messaging services, personalization systems, and business optimization solutions. The aim is to outline a “smart tourism” framework where AI becomes a key element in proactively meeting travelers’ needs. Interviews with from professionals in this industry enrich the research by exploring their perception of innovation and the role of AI can play in their occupational practices. Special attention is given to the context of Venice and its surroundings, where these companies operate, to highlight the need for innovation in addressing local challenges and leveraging opportunities. Through this analysis, an attempt will be made to highlight the concrete opportunities and benefits of implementing AI both in terms of personalizing tourism experience, optimizing internal management and promotion processes, while addressing the challenges associated with such transformations.