Ethical, Social, and Equity Implications of AI/GenAI in Tourism and Hospitality From the Lens of Sustainability

The tourism and hospitality (T&H) sector is experiencing reflective revolution, influenced by the rapid blend of AI and generative AI (GenAI) technologies. The objective of this study is to explore how these technologies influence ethical problems, reshape social interactions, and raise equity concerns while being evaluated critically through the sustainability’s perspective. This research is conducted using an established scientific method, known as a systematic literature review (SLR) using PRISMA guidelines. This study further utilized the integrated framework ADO-TCM (Antecedents–Decisions–Outcomes and Theories–Contexts–Methods) to get a more extensive and meaningful understanding of the topic. The proposed integrative framework illustrates that the outcome of AI/GenAI adoption in T&H is shaped by technological capabilities, governance, contextual values, and sustainability imperatives. This review’s limitations include the elimination of extraordinary keywords from databases, a focus on only English-language studies, and rigorous selection guidelines. The literature on AI’s impact on sustainability and ethics is expanding; however, there is still a lack in T&H literature. Most studies concentrated on areas like sustainable tourism, entrepreneurship, and economic growth. However, none addressed the ethical, social, or equity aspects of AI/GenAI in T&H.