Аңдатпа
The article examines the impact of artificial intelligence tools on the learning activity and motivation of students enrolled in the Tourism educational program. The purpose of the study is to empirically assess the pedagogical potential of artificial intelligence technologies in enhancing student engagement, cognitive activity, and learning outcomes. The methodological framework includes a review of scientific literature, a student survey based on the Likert scale (n=107), and a pedagogical experiment conducted over one academic semester. The findings indicate that the use of artificial intelligence tools contributes to increased learning activity, strengthens intrinsic motivation, and supports the development of independent learning skills. The average Likert score of 4.48 demonstrates a generally positive perception of AI-based digital tools among students. Artificial intelligence technologies enable personalized learning pathways, provide rapid feedback, and improve the effectiveness of developing professional competencies in the field of tourism. The results expand the scientific understanding of the role of artificial intelligence in higher education and may be applied in the development of methodological recommendations for integrating digital technologies into the training of tourism industry professionals.