Role of AI and GAI in Sustainable Tourism Behavior

Sustainable tourism has taken over the tourism industry in the last few years. However, the rise of new technologiesand platforms has significantly influenced the segment. Artificial intelligence (AI) and GenerativeAI (GAI) tools have added immense value to the domain. Sustainable tourism and the role of AI and GAIare the focus of the current study. Many studies have examined the impact of AI and GAI on sustainabletourism; however, most were either empirical, meta-analyses, or systematic reviews. Hence, this study aimsto address the gap by employing a bibliometric and science-mapping approach to collate and analyse studiespublished between 2016 and 2024. Thirty-eight articles are included, and the chosen database was the Webof Science. A general performance analysis is conducted first, followed by a keyword analysis. After a detailedanalysis of the articles, valuable insights were generated and thoroughly discussed. The findings focused onthe role of technology, AI, and GAI on sustainable tourism dimensions. Specific implications are providedthat are universally applicable.