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April 15, 2026Open Access

Artificial intelligence adoption in tourism: A systematic literature review of customer experience

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Authors

BSBendjédid Rachad SanoussiOAOmar Benjelloun AndaloussiMMMohamed Amine Marhraoui

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Overview

This systematic review examines AI's impact on customer experience in tourism, indicating significant opportunities with ethical concerns.

Key Points

  • The aim is to review AI applications in tourism that enhance customer experience and identify factors influencing adoption.
  • Systematic review following PRISMA guidelines.
  • Analysis of 57 articles from Web of Science and Scopus.
  • Bibliometric analysis of publication patterns and keyword co-occurrence with VOSviewer.
  • Identified eight thematic clusters: AI applications and associated challenges.
  • AI offers opportunities for demand forecasting, dynamic pricing, service automation, and personalization.
  • Concerns about data privacy, ethics, and workforce displacement are significant issues.

Cite This Study

Sanoussi et al. (2026) studied this question.

synapsesocial.com/papers/69df2b85e4eeef8a2a6b0872https://doi.org/10.19139/soic-2310-5070-3318
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Also Consider

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