Evaluation of the Role of Artificial Intelligence in Income Generation of Iranian Businesses: A Case Study of the Tourism Industry

Abstract

This research evaluates the role of artificial intelligence (AI) in the income generation of Iranian online tourism businesses. The current situation, the challenges, and opportunities of using artificial intelligence in this industry are studied using a mixed method including in-depth interviews with 20 senior managers and a survey of 200 enterprises. The findings suggest that 35% of the surveyed enterprises use AI, which is lower than the global figure (60%). The major applications of AI are recommender systems, chatbots, and sentiment analysis. The enterprises using AI have reported an average increase of 18% in income. The main challenges in this regard include a lack of specialized staff, high implementation costs, and security concerns. However, there exist considerable opportunities to improve customer experience, optimize operations, and increase income. This study offers strategies for improving the use of AI, including investment in training, establishment of strategic partnerships, and gradual implementation. The results indicate that the future of Iran's online tourism industry is highly tied to the adoption and development of AI and that enterprises able to effectively use this technology will gain a significant competitive advantage.