AI and Big Data Analytics in Uzbekistan’s Tourism: Enhancing Operational Efficiency and Visitor Satisfaction – A Case Study of Samarkand

Abstract

This study explores the role of artificial intelligence (AI) and big data analytics in enhancing operational efficiency and visitor satisfaction in the tourism industry in Samarkand, Uzbekistan. Despite the growing importance of digital technologies in tourism, there is limited research on their application in Uzbekistan, particularly in cultural and historical contexts. Using a qualitative case study approach, data was gathered through interviews, surveys, and observations with tourism operators, technology experts, and tourists. The results reveal significant improvements in booking systems, guest services, and personalized offerings, especially benefiting younger and international visitors. These findings demonstrate the potential of AI and big data to transform tourism operations, emphasizing the need for continued investment in digital infrastructure to modernize the sector and preserve cultural heritage.