Impact of Artificial Intelligence on Tourism Development in Karbala Province

Document Type : Articles Extracted from Thesis

Authors

1 MSc Graduate of Ecotourism, Department of Geography and Tourism, Faculty of Natural Resources and Earth Sciences, University of Kashan, Kashan, Iran

2 Assistant Professor, Department of Geography and Tourism, Faculty of Natural Resources and Earth Sciences, University of Kashan, Kashan, Iran.

3 Assistant Professor, Drylands Management Department, Faculty of Natural Resources and Earth Sciences, University of Kashan, Kashan, Iran

Abstract

Context and Purpose: In light of global population growth and the increasing demand for religious tourism, the sector is expected to continue growing. This study assesses the impacts of artificial intelligence (AI) technologies on religious tourism in Karbala Province, Iraq.
Design/methodology/approach: The statistical population comprises Karbala’s tourism enterprises and professionals with AI and tourism expertise. For the qualitative component, sample size was determined by theoretical saturation, and purposive snowball sampling yielded 17 AI/tourism experts and scholars.
Findings: The Karbala tourism system exhibits multiple barriers to AI adoption in tourism. Key deficiencies include weak planning capacity and the absence of explicit programs and policies to govern the expanding AI role in tourism. AI’s impact on tourism businesses is evident even among respondents with limited familiarity, and AI-driven improvements in efficiency, performance, and customer experience are attributed to AI capabilities and are widely acknowledged.
Conclusion and Recommendations: Strategic, principled planning is required to address AI adoption and its application in tourism development, enabling tourism stakeholders and host communities to capitalize on AI benefits while mitigating adverse effects. Concrete recommendations for Karbala’s tourism development with an AI focus include: AI-enabled optimization of pilgrim crowd management; deployment of virtual and augmented reality experiences for visitors; AI-powered chatbots for traveler support and guidance; analytics-based service enhancement; smart mobility and accommodation systems; and AI-driven sustainable tourism development.
Originality/Values: Many extant studies on AI’s influence on tourism development are largely descriptive. There is a paucity of rigorous methodological research, especially in Iran, where investigations are few and often restricted to conference presentations with limited scholarly rigor. Accordingly, this study addresses a methodological and substantive gap and may be considered innovative.

Keywords

References

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Tourism and hospitality marketing research
Volume 3, Issue 2 - Serial Number 5
Autumn and Winter
September 2025
Pages 241-268

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