Uporaba umetne inteligence v športnem turizmu : inovacije, izzivi in prihodnje smeri

slovenian

2024

volume 72, issue 3/4

artificial intelligence   development   innovations   personalization   sport   sports tourism

Univerza v Ljubljani, Fakulteta za šport

Artificial intelligence (AI) has become a significant factor in numerous industries, including tourism and sports. Sports tourism, as one of the fastest-growing segments of the global tourism market, is no exception. The impact and potential of AI in the rapidly evolving context of sports tourism are becoming key segments of the global tourism market. With increasing interest in a healthy lifestyle and active vacations, sports tourism is experiencing significant growth, where AI plays an increasingly central role in shaping innovative services and enhancing the user experience. AI‘s ability to analyze large amounts of data, predict trends, and personalize user experiences opens new possibilities for sports tourism (Rossi, 2024). The purpose of this article is to explore how AI is used in sports tourism, identify the main innovations it brings, address the challenges that arise in its implementation, and consider future directions of development. Finally, a review of guidelines for research and the implementation of AI in sports tourism will be provided, aiming to improve both the economic and social impact of sports tourism on modern society. An important part of the research will be represented by the Ansoff Matrix and BCG Matrix.

20.03.2025