Artificial intelligence in enhancing customer experience in sustainable tourism in Morocco: challenges, opportunities, and perspectives

This paper explores the potential of artificial intelligence (AI) to enhance the customer experience in the sustainable tourism sector in Morocco, highlighting both the challenges to overcome and the opportunities to seize. The use of AI in tourism enables the personalization of services, improves the quality of hospitality, optimizes the management of natural resources, and enhances cultural heritage while promoting sustainable development. However, several barriers hinder its deployment, including limitations in digital infrastructure, local skills, social acceptability, and regulation. This paper offers strategic recommendations to overcome these barriers, emphasizing the strengthening of infrastructure, training of sector stakeholders, establishing an ethical and regulatory framework, and the responsible management of data. It also suggests avenues for future research, such as studying the actual impact of AI on tourist behavior and local social dynamics, adapting AI to cultural and linguistic specifics, and examining the influence of AI on equity and inclusivity in the tourism experience. To fully harness the benefits of AI, it is crucial for Morocco to adopt an integrated and thoughtful approach, ensuring a sustainable and beneficial digital transformation for all tourism sector stakeholders.