Personalized service management in the tourism and hospitality industry: the role of intelligent technologies

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dc.contributor.authorBaliashvili, Elisabed
dc.date.accessioned2026-07-21T10:33:12Z
dc.date.available2026-07-21T10:33:12Z
dc.date.issued2026
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dc.description.abstractPersonalized service has become one of the key factors in creating competitive advantage in the modern tourism and hospitality industry. The development of digital transformation, artificial intelligence, big data, and advanced customer data management systems has fundamentally changed traditional approaches to customer relationship management and service delivery. Against this background, increasing attention is being paid to assessing the role of intelligent technologies in the development of personalized services. The aim of this article is to analyze contemporary personalized service models and the practical significance of intelligent technologies in tourist destinations and the hospitality industry. The study is based on a comprehensive methodological approach that combines a systematic review of the contemporary scientific literature, comparative analysis, and content analysis of secondary statistical data. The research systematizes contemporary conceptual models of personalized service at both destination and hotel industry levels. The findings highlight the growing importance of artificial intelligence (AI), Customer Relationship Management (CRM) and Customer Data Platforms (CDP), Smart CRM, Digital Twin technologies, and hyper-personalization in customer behavior analysis, service adaptation, and the enhancement of customer experience. The analysis of the Georgian case demonstrates that technological transformation is actively taking place in both branded and independent hotels, although with different levels of integration and implementation. The results confirm that personalization in the tourism and hospitality industry is no longer merely a marketing tool. Instead, it is increasingly evolving into a data-driven strategic mechanism that significantly influences customer satisfaction, loyalty, and organizational competitiveness.
dc.identifier.citationEconomics and Business, Volum XVIII, N2, 2026
dc.identifier.issn1987-5789
dc.identifier.urihttps://dspace.tsu.ge/handle/123456789/2802
dc.language.isoen
dc.publisherIvane Javakhishvili Tbilisi State University Press
dc.titlePersonalized service management in the tourism and hospitality industry: the role of intelligent technologies
dc.typeArticle
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