Vliv nástrojů umělé inteligence na personalizaci služeb a vnímanou kvalitu turistických zážitků

This bachelor thesis examines the impact of artificial intelligence tools on the personalization of tourism services and the perceived quality of the tourism experience. The aim of the thesis is to analyze the relationship between the use of AI, the degree of personalization, and the subjective evaluation of the quality of the experience from the tourists’ perspective. The theoretical section is based on the concept of smart tourism and describes the role of artificial intelligence as a tool enabling the adaptation of services to users’ individual preferences, emphasizing the connection between personalization, the fulfillment of expectations, and resulting satisfaction. The empirical section is based on quantitative research conducted via an online questionnaire survey among respondents with experience using AI while traveling, with the collected data analyzed using descriptive statistics and correlation analysis. The results suggest that the use of AI has an indirect positive effect on the perceived quality of the tourism experience through increased personalization and better fulfillment of expectations. Thus, this work contributes to a deeper understanding of the role of artificial intelligence in tourism and the importance of personalization as a key factor influencing the quality of the tourism experience.