Mirzoev Vlad N.

Readers were presented with the results of an author's study on assessing the possibility of using artifi intelligence for the development of tourism in the Khabarovsk Territory. Methodologically, the article includes a review of the literature and an analysis of the results of a sociological study in the form of a questionnaire conducted to assess the potential for introducing artifi intelligence technologies, identify and structure the main areas for improving tourism activities in the Khabarovsk Territory. The survey showed the willingness of tourists to use artifi intelligence technologies when traveling in the Khabarovsk Territory, and a correlation analysis of the close relationship between respondents' answers to individual questionnaire questions found that people who consider the Khabarovsk Territory as a territory of domestic tourism are interested in both the use of artifi intelligence functions and digital solutions when traveling. The study made it possible to identify problem areas in the tourism sector of the Khabarovsk Territory, the solution of which is possible using artifi intelligence technologies. The economic effi was calculated using the example of the tourist destination «Sikachi- Alyan Petroglyphs,» it was shown that the development and maintenance of an application with AI functions is justifi and has a payback period of 3-5 years. Highlight the priority vectors of the use of artifi intelligence for the development of the tourist brand of the Khabarovsk Territory, the fi of which will include the creation of videos about the nature and culture of the region. It is shown that the use of artifi intelligence to create and select visual and audio content attractive to the target consumer to promote the tourist brand of the region in social networks and other promotion channels will increase the recognition of the region and attract new tourists. The introduction of chatbots and audio guides will seriously simplify the construction of tourist routes, as well as gain experience due to the presence of a systematic array of information about the region with quick access.