Artificial Intelligence in the Tourism Industry: An Overview of Reviews

Abstract

This study aims to comprehensively synthesize existing literature on AI in tourism, highlighting key themes, strengths, and limitations, and illuminating pathways for future research, including the identification of emerging areas within this context. AI technology is rapidly transforming various sectors, including tourism, by augmenting customer service, improving operational efficiency, personalizing travel experiences, and supporting sustainability initiatives. Despite the growing body of research on this topic, there is a need for a comprehensive and systematic summary of the existing literature to illuminate the most effective uses of AI in this context and to identify gaps for future research. We employed the ‘overview of reviews’ methodology, which involved systematically locating, appraising, and synthesizing the results of previous review articles. Using Web of Science, we identified and analyzed 31 previous review articles on the application of AI in tourism. Their synthesis presents a comprehensive perspective on the present status of AI technology in the tourism sector. It provides valuable insights, not only for practitioners contemplating the implementation of AI solutions but also for academics aspiring to advance this study area. Moreover, the academic implications of this study reaffirm its objective to shape future inquiries into AI applications within tourism, advocate for the efficacious and sustainable employment of AI, and provoke scholarly exploration at the nexus of technology and sustainability in this sector.