Artificial intelligence has recently become a rapidly growing global trend, given its advanced technological capabilities and capabilities and its ability to perform tasks that were previously dependent on humans. This makes the use of AI particularly beneficial in the tourism and travel industry, saving tourism organizations time, effort, and costs. It also eliminates, or at least reduces, human error, allowing tasks to be performed quickly, at any time, and around the clock, thus achieving customer satisfaction.

The tourism industry, with all its components, from tourism companies to hotels, is committed to providing exceptional, high-quality customer service to achieve customer satisfaction. In this area, artificial intelligence technologies help achieve customer satisfaction in multiple ways. These include, for example, the use of AI in tourism and travel to provide a more personalized tourism experience, ensure rapid response to customer requests, and implement voice assistance, chat, and smart marketing, in addition to providing virtual tourism experiences, augmented and integrated reality, and assist in forecasting, data analysis, and problem-solving.

From this standpoint, the study aimed to identify the nature of artificial intelligence and its importance in the tourism and travel industry in Iraq and to address artificial intelligence techniques in the tourism and hospitality sector and the challenges facing it. The study also addresses the concept of customer satisfaction, the importance of achieving it, and methods of measuring customer satisfaction in the tourism sector through the service quality model. The study relied on the descriptive analytical approach and used the questionnaire to collect study data from two random samples: the first of customers in tourism companies in the city of Karbala, amounting to (70) individuals, and the second of customers of premium hotels in the city of Karbala, amounting to (90) individuals. The research results concluded that there is a relationship between artificial intelligence and customer satisfaction in the tourism and travel industry in Iraq.

Tourism and Travel Industry, Artificial Intelligence, Customer Satisfaction

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