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This study investigates how artificial intelligence (AI) can enhance visitor experience and recommendation behavior at Iraq’s cultural heritage and historic sites. Using a qualitative, multi-stakeholder design, we conducted 17 semi-structured interviews with decision-makers, tourism managers, and tour guides across major destinations and analyzed transcripts thematically in NVivo 14. Nine themes emerged; the most salient were AI Integration Infrastructure (45 references) and Smart Tourism Experience Enhancement (38 references). Stakeholders highlighted AI chatbots/virtual guides, real-time translation, AR/VR interpretation, predictive analytics, and secure digital payments as levers to personalize journeys, manage flows, and protect heritage. Findings indicate that well-designed AI deployments can raise satisfaction and stimulate positive recommendations while preserving cultural authenticity, particularly at religious shrines and archaeological sites. The study contributes an empirically grounded digital transformation roadmap for an emerging tourism market, covering foundation building, AI integration, advanced implementation, and ecosystem optimization, with actionable KPIs and governance considerations. Results inform policymakers and managers about balancing technological innovation with cultural values to advance Iraq’s smart-tourism ambitions.

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Leveraging Artificial Intelligence to Enhance Tourist Experience at Cultural-Heritage and Historic Sites in Iraq

  • 会议论文

  • 发表日期：

    2026年

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  • Muthana Faaeq Almasoodi,
  • Mohammed Basendwah

摘要

This study investigates how artificial intelligence (AI) can enhance visitor experience and recommendation behavior at Iraq’s cultural heritage and historic sites. Using a qualitative, multi-stakeholder design, we conducted 17 semi-structured interviews with decision-makers, tourism managers, and tour guides across major destinations and analyzed transcripts thematically in NVivo 14. Nine themes emerged; the most salient were AI Integration Infrastructure (45 references) and Smart Tourism Experience Enhancement (38 references). Stakeholders highlighted AI chatbots/virtual guides, real-time translation, AR/VR interpretation, predictive analytics, and secure digital payments as levers to personalize journeys, manage flows, and protect heritage. Findings indicate that well-designed AI deployments can raise satisfaction and stimulate positive recommendations while preserving cultural authenticity, particularly at religious shrines and archaeological sites. The study contributes an empirically grounded digital transformation roadmap for an emerging tourism market, covering foundation building, AI integration, advanced implementation, and ecosystem optimization, with actionable KPIs and governance considerations. Results inform policymakers and managers about balancing technological innovation with cultural values to advance Iraq’s smart-tourism ambitions.