DIGITAL TRANSFORMATION OF MANAGEMENT IN HOSPITALITY: FEATURES OF ARTIFICIAL INTELLIGENCE TECHNOLOGY INTEGRATION

Abstract

The article examines aspects of digital transformation in enterprise management and the peculiarities of integrating artificial intelligence technologies into the management systems of modern hotel, restaurant, and tourism enterprises. The relevance of the research topic is determined by the rapid development of the digital economy, increasing competition in the hospitality services market, growing consumer demand for service quality and personalization, and the need to improve management efficiency amid a highly dynamic external environment. Under modern conditions, the ability of enterprises to leverage digital technologies, analyze large volumes of data, and promptly adapt their business processes to market changes has become a key factor in achieving competitive advantages. The study aims to substantiate the theoretical and methodological foundations of the digital transformation of hospitality enterprise management and to develop a mechanism for the effective integration of artificial intelligence technologies into management processes.

To achieve this goal, the article examines existing approaches of foreign and domestic scholars to the digital transformation of the hospitality industry, the use of artificial intelligence technologies, the robotization of service processes, the implementation of big data analytics, decision support systems, and intelligent service personalization platforms. The influence of artificial intelligence technologies on the transformation of classical management functions, including planning, organizing, motivating, controlling, customer communication, and managerial decision-making, is identified. The use of machine learning algorithms, predictive analytics, digital management platforms, and automated service systems contributes to greater enterprise adaptability, improved service quality, and more efficient resource utilization. The digital transformation of management in hospitality is understood as a comprehensive restructuring of an enterprise management system, integrating digital technologies and artificial intelligence to improve adaptability, customer orientation, decision-making efficiency, and the creation of a personalized service environment. The advantages and disadvantages of using artificial intelligence technologies in the management of hospitality enterprises are systematized. To overcome the identified barriers, a mechanism for the effective integration of AI technologies is proposed. Compared with existing approaches, this mechanism integrates the organizational, informational, technological, personnel, and analytical components of digital transformation. Its implementation will ensure the creation of a unified digital management environment, the introduction of intelligent analytics, the automation of business processes, and the continuous improvement of managerial decisions based on data analysis.