BIG DATA TECHNOLOGIES AND ARTIFICIAL INTELLIGENCE AS DRIVERS OF TRANSFORMATION OF A SPA AND WELLNESS COMPLEX (BASED ON THE EXAMPLE OF THE KABARDINO-BALKAR REPUBLIC)

Abstract

This article explores the potential of Big Data and artificial intelligence (AI) technologies as drivers of digital transformation in the health resort complex of the Kabardino-Balkarian Republic. Based on an analysis of the evolution and dialectical relationship between the concepts of Big Data and AI, their synergistic effect for the transition to data-driven management is substantiated. The empirical part of the study is based on the analysis of large datasets of digital traces (over 5.3 million search queries and over 2 million other data sets) using machine learning methods, including predictive modeling and sentiment analysis. The study identified structural shifts in consumer demand (2018–2024), thematic preferences in health and wellness tourism (with classical spa treatments dominating – 61.8%), key communication channels (social media – 69.4%), and a predominantly positive emotional background in the perception of the Kabardino-Balkarian resort complex (65.1% positive ratings). Existing practical experience in applying these technologies in the industry was summarized, including KBSU projects and ready-made industry solutions. Based on this comprehensive analysis, strategic recommendations were developed for government agencies, educational institutions, and SCC enterprises aimed at implementing Big Data and AI technologies, modernizing HR policies, and creating a Regional Competence Center to enhance the competitiveness of the republic's resort complex.