Behavioural Drivers of AI-Driven Smart Tourism Adoption: A Systematic Literature Review

The world is continuously being transformed with the adoption of novel technologies while individuals are becoming increasingly comfortable with the use of technologies, and they are becoming cost conscious and environmentally aware. Because of this their behavior is being reshaped across industries including tourism. With these technological evolutions, consumer expectations grow, and the requirement of the integration of technologies into industries increases. This study systematically reviews past literature to identify key factors that influence the tourist behavior in the adoption of artificial intelligence (AI)-driven smart tourism technologies (AISTTs). The conceptual framework was developed based on the review findings relating Trust Dynamics (TD), Tech Savviness (TS), Sustainability Awareness (SA), and Cost of AI (CAI) combined. The study was conducted following the PRISMA guidelines. Descriptive analysis was conducted for the articles based on the country of publication, publication category, region, and co-citations. As developing countries begin to adapt these novel technologies in the tourism industry to enhance the Smart Tourism Experience (STE), this research is expected to provide valuable insights to tourism policy makers and service providers to make meaningful decisions.