No free lunch theorem and Rashomon effect in sustainable tourism modelling and simulation

This paper addresses the increasing use of artificial intelligence in modelling and simulations, as evolution from statistical to algorithmic and hybrid culture, by focusing on the Rashomon effect and No Free Lunch Theorem implications for tourism sustainability. They conjointly state that no single algorithm or model can be considered more valid than others. Tourism presents a distinctive modelling challenge due to its confluence of behavioural heterogeneity, pronounced seasonality, spatial interdependence, and fragmented data across multiple stakeholder subsystems combined with exogenous factors like economic shocks, geopolitical events and environmental/climate crises. By conceptually exploring related challenges, the authors address the No Free Lunch Theorem and Rashomon effect relationship, guiding recognition of limitations in algorithmic modelling and simulation of complex sustainable tourism phenomena.