Behavioral shift through digital nudging in tourism : An AI-driven perspective

Tourists often make suboptimal decisions in digital environments, due to information overload and cognitive biases. As sustainable and responsible tourist behavior becomes increasingly important, this paper presents a prospective viewpoint on how chatbots and digital nudging can shape tourists’ digital choices and foster more optimal decisions. The paper calls for an interdisciplinary approach integrating insights from information systems and behavioral economics to advance sustainable decision-making in tourism. Specifically, research should address three priorities: (a) artificial intelligence chatbot adoption by tourists through behavioral-centric theories; (b) understanding the determinants of behavioral intention for responsible behavior; and (c) application of tailored digital nudging techniques to shape the desired behavior. This agenda strengthens the theoretical foundation of information systems, behavioral economics, and tourist decision-making, while also outlining practical implications for businesses aiming to foster sustainable and responsible tourist behavior.