Аңдатпа
The relevance of the study is determined by the active adoption of generative artificial intelligence technologies in the tourism industry and the need to systematize the areas, opportunities, and limitations of their practical application. The aim of the study is to systematize the main areas of generative AI application, analyze existing implementation practices, and identify the opportunities and limitations of using this technology in the development and delivery of tourism products. The integration of generative AI at different stages of the tourist customer journey is examined, from information search and processing and trip planning to the selection and booking of tourism services, assistance during travel, and post-trip interaction. The methodological framework of the study includes systems and comparative analysis, content analysis of scientific literature, analytical reports and digital materials, as well as process and SWOT analysis. The study analyzes generative AI practices implemented by international tourism and digital platforms, including Booking.com, Expedia Group, Google, Airbnb, as well as the prospects for the development of these technologies in Kazakhstan. The analysis of the practices examined shows that the main areas of generative AI application are associated with the personalization of tourism services, automation of communications, integration of individual stages of the customer journey, and optimization of business processes in tourism organizations. Limitations and risks related to the reliability of generated content, personal data protection, cybersecurity, and the need for human oversight of generated outputs are identified. The study concludes that the further integration of generative AI into tourism activities is promising, provided that mechanisms for quality control, data protection, and responsible use of the technology are developed.