Purpose This paper reviews the growing body of research on robotics and artificial intelligence (AI) in tourism and hospitality, with the aim of clarifying how these technologies are being theorized and applied in the field. Rather than assuming technology simply “revitalizes the sector,” this study aims to examine how existing scholarship frames operational, analytical and sustainability challenges and opportunities. Design/methodology/approach A systematic literature review was conducted using the Scopus database, following PRISMA guidelines. A final corpus of 716 articles was coded using inductive and deductive techniques, and thematic mapping was applied to derive aggregate dimensions. Centrality and density measures were used to categorize themes into motor, niche, basic and emerging areas. Findings The review identifies five thematic domains shaping the discourse on robotics and AI in tourism: operability, cognitive analytics, sustainable consumption, adaptability and smart tourism. These themes reveal not only the dominance of operational efficiency and data-driven personalization but also the relative neglect of sustainability and resilience. The thematic map further indicates that sustainable development currently functions as a motor theme, while automation and tourism remain emergent. Practical implications The analysis provides actionable insights for managers and policymakers, including how to balance efficiency with inclusivity, how to invest in AI applications responsibly and where to anticipate risks in adopting trajectories. Originality/value This paper contributes by offering a structured framework that synthesizes fragmented literature into five domains, making visible the research gaps and guiding future scholarship and practice in technology-enabled tourism.
Sharma et al. (2026) studied this question.