Innovative technologies (such as artificial intelligence (AI), blockchain, cloud computing, big data and augmented/virtual reality (AR/VR), in conjunction with the Internet of Things (IoT)) are fundamentally altering the tourism sector by improving efficiency, personalizing experiences, and promoting environmental stewardship. This study aimed to examine the effects of these advanced technologies in improving sustainability in the tourism sector, for which quantitative and qualitative analyses were carried out. The findings revealed four emerging themes: AI-driven decision support systems, immersive technologies and cultural preservation, developing smart tourism to enhance visitor experiences and leveraging data analytics for sustainable tourism. This study also highlighted significant benefits and challenges associated with the integration of technology in ecotourism. The findings guide how innovation can be employed in order to create the much-needed positive change towards making the tourism sector more sustainable and resilient.
Kaushal et al. (Mon,) studied this question.