Integration of Hospitality Training and AI Chatbot Implementation to Enhance the Competitiveness of Bakas Tourism Village, Bali
DOI:
https://doi.org/10.17977/um065.v5.i12.2025.3Keywords:
AI chatbot, Competitiveness, Digital branding, Hospitality, Tourism villageAbstract
Hospitality services and digital technology are essential to improve the development of tourism villages in Bali, yet some tourism villages in Bali still face challenges in optimizing the quality of hospitality services and adopting digital technology. Bakas Tourism Village in Klungkung, Bali still has limitations in hospitality skills, foreign language proficiency, and digital promotion and information management. This article aims to describe the integration of hospitality training and the implementation of an artificial intelligence (AI)-based chatbot as a strategy to enhance the competitiveness of Bakas Tourism Village. A case study approach was applied through training activities on professional hospitality standards and green ethics, English and French language skills, designing a practical conversation handbook, and implementing an AI-based chatbot to assist administrators in creating and updating website content. The findings show improvements in the tourism actors’ competencies in service delivery and cross-cultural communication, efficiency in digital information management, and consistency in destination branding. Overall, this program contributes positively to service quality and the competitiveness of Bakas Tourism Village as a technology-driven destination.References
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Copyright (c) 2025 Raden Roro Rieta Anggraheni, Ni Nyoman Harini Puspita, I Gusti Agung Mirah Sanjiwani, I Ketut Sutama
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