Artificial Intelligence in International Tourism

Abstract We live in an interconnected world where technology shapes industries, and tourism is no exception. AI is transforming travel through chatbots, virtual assistants, predictive analytics, and dynamic pricing. As AI expands its role, assessing its influence on customer experience, operational efficiency, and industry sustainability is more important than ever. Most existing studies on AI in tourism primarily focus on chatbots and social media tools, analyzing their impact on shaping customer experience. However, there is little to no comprehensive literature on AI’s direct impact and level of integration within the tourism sector as a whole. To draw a parallel, extensive research exists on AI’s influence in fields such as medicine and engineering, where its applications and integration levels are well-documented. Despite AI’s growing presence in tourism, there is a significant gap in assessing how deeply it is embedded in industry operations and, more importantly, how it directly influences customer experiences beyond isolated technological functions. Through this systematic literature review, the study addresses two pivotal research questions: (1) What are the factors that influence customer experiences with AI-driven systems in tourism? and (2) What are the resulting dimensions of the overall customer experience shaped by AI? The findings suggest that perceived accuracy, reliability, and data confidentiality of AI tools are critical in shaping customer trust and adoption, while ease of use and the emotional resonance of AI interactions influence its integration into the broader touristic experience. This research aims to make a meaningful contribution to both academia and the tourism industry by offering a clear framework that illustrates AI’s evolution and impact on society and human behaviorism. Key elements taken into consideration include business operation streamlines, customer experience and growing trends, market scenarios, as well as the level of technological innovation and easiness of replicability, ethical implication (including sustainable practices).