From Chatbots to career paths: a systematic literature review of generative AI in hospitality and tourism careers

This study investigates the integration of Generative AI (GenAI) tools across hospitality and tourism (H&T) careers, identifies methodological trends and examines the key operational and ethical challenges associated with AI adoption in a people-centred industry. Following PRISMA-ScR guidelines, the authors conducted a comprehensive search of Scopus and Web of Science, yielding 69 peer-reviewed articles for inclusion. Data were analysed using manual coding and Leximancer to identify thematic patterns, theoretical underpinnings and gaps in literature. The study is conceptually grounded in Social Cognitive Career Theory (SCCT), offering a multilevel framework for interpreting the findings. The review identifies that key GenAI tools, including ChatGPT, AIRSIM, JASPA and BART are being integrated across four critical H&T career domains: (1) customer experience management, (2) recruitment and human resources, (3) education and training and (4) research and analytics. The findings offer actionable insights for H&T business leaders, educators and training institutions and policymakers. It calls for AI-readiness audits, reengineering training ecosystems, developing modular, AI-integrated curricula and implementing ethical governance frameworks. As the first systematic review of GenAI's impact on H&T careers through a career development lens, the study shifts discourse from task automation to career transformation and offers a conceptual framework for integration.