The global travel industry is undergoing a profound digital transformation, reshaping traditional value chains and giving rise to innovative digital business models. Concurrently, national culture remains a critical, yet often underappreciated, determinant of consumer behavior, technological adoption, and organizational strategies in international contexts. This article qualitatively explores the multifaceted effects of national cultures on the evolution and efficacy of digital business models within the transforming travel sector. Drawing upon established cultural frameworks and insights from information systems and strategic management literature, we examine how cultural dimensions influence aspects such as trust in online platforms, preference for direct versus intermediary channels, acceptance of peer-to-peer services, and the perceived value of digital offerings. By synthesizing existing knowledge and proposing a conceptual framework for qualitative inquiry, this study highlights the imperative for digital travel businesses to develop culturally intelligent strategies that resonate with local values and norms, thereby optimizing their digital business model design and ensuring sustainable growth in diverse global markets.

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.

This research aims to highlight the vital role played by the tour guide in promoting and developing the tourism sector in Iraq, a country with rich historical, religious, and cultural tourism potential. However, this sector suffers from a lack of infrastructure and qualified human resources, particularly in the field of tour guiding.

The research also reviews the concept of tour guiding, the skills and functions of the guide, and their role in improving the tourist experience and promoting a positive image of the country, which positively impacts economic and cultural tourism revenues. It also discusses the reality of tour guiding in Iraq and the obstacles facing those working in this field, such as a lack of training, weak legislation, and a lack of community awareness of the importance of this role.

The researcher relied on a descriptive-analytical approach and used field tools such as questionnaires and interviews to collect data from a group of tour guides, officials, and tourists. The research concluded that the tour guide has a direct impact on tourists' feelings of comfort, satisfaction, and their intention to repeat visits, and that the lack of competent or absent guides negatively impacts Iraq's tourism image. The research concludes with practical recommendations for enhancing the role of the tour guide through training and qualification, updating legislation, and activating the role of governmental and private tourism institutions.

The purpose of this research is to analyse how tour guides might facilitate cross-cultural understanding.  The role of the tour guide extends beyond that of a simple information transmitter; they also serve as a cultural mediator, deciphering social mores and cultural symbols.  This is accomplished through a philosophical method.  This study also highlights the importance of the guide in enriching tourists' experiences and understanding of diverse cultures and civilizations.

The goal of tour guiding is to ensure that all visitors, regardless of their background, faith, or nationality, can fully appreciate and understand a destination's rich history and culture.  Consequently, this promotes understanding and the coming together of diverse peoples, civilisations, and cultures.  In the pursuit of cultural and human experience, it emphasizes the significance of the tour guide's speech when it is comprehended and thoughtfully planned to coincide with the tourist's knowledge and cultural background.  As a result, this helps break down prejudice and opens the door to dialogue between cultures, arts, and people.

Additionally, the study examines the importance of tour guides' professionalism and ethical behavior in accurately representing their culture while also valuing and respecting the cultures of their clients.  This is because cross-border human, cultural, and social exchanges are inherent in all forms of tourist communication.  Finally, we present a new paradigm for tour guides, referring to them as "practical philosophers," whose primary responsibility is to convey cultural values, ideas, and meanings rather than merely factual information.  As a whole, this strategy helps bring people together and fosters mutual understanding and acceptance across cultures.