Generative artificial intelligence (GenAI) is increasingly used as an information intermediary in tourism, particularly during pre-trip planning. This systematic review aims to provide a synthesis of the existing literature on the impact of GenAI, with a particular emphasis on the role of conversational large language models like ChatGPT in the decision-making process of tourists. In accordance with PRISMA 2020 reporting guidelines, studies that appeared in the literature from January 2021 to September 2026 were identified through predefined search concepts, eligibility criteria and qualitative thematic synthesis. A total of 15 studies were selected. Themes that emerged were: Personalised information access and decision support; Trust, information quality and perceived reliability; Emotional, persuasive and representational influence and Resistance, uncertainty and limits of AI-supported choice. Results suggest that whilst GenAI can enhance information retrieval, personalise recommendations and spark ideas for travel, it is dependent on trustworthiness, transparency, user, task context, and verification. Limitation of adoption may also be due to inaccuracies, concerns related to privacy, concern with technology, or a decrease in human authenticity. All in all, GenAI is not an independent decision-maker, but a support for decision-making.
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Hmeidan et al. (2026) studied this question.
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