Purpose While artificial intelligence (AI) accelerates personalisation in smart tourism, its deployment often outpaces ethical considerations. Prevailing research, dominated by utilitarian adoption models, frequently overlooks the socio-cultural and ecological dimensions essential for destination longevity. This study aims to propose a dual impact model grounded in socio-technical systems theory to capture how AI functions as both an experiential enhancer and an agent for sustainable value creation (SVC). Design/methodology/approach Survey data from 668 travellers across Southeast Asia were analysed using partial least squares structural equation modelling. The model integrates a technical subsystem (trust, perceived usefulness and system performance) and a social subsystem (cultural inclusivity, community engagement and sustainability perception). Findings Results reveal a critical shift in digital consumption: Data security and trust emerged as the strongest predictor of tourist experience, significantly outweighing technical AI performance. Furthermore, Community engagement and Cultural inclusivity were identified as decisive drivers of SVC. Both the experiential and ethical pathways synergistically influence travellers’ intention to revisit and recommend destinations. Originality/value This research challenges the “efficiency-first” paradigm by proving that psychological safety and ethical alignment are prerequisites for successful AI adoption. It extends traditional frameworks by validating a dual-pathway approach, offering actionable insights for destination managers and policymakers to design intelligent systems that are not only functionally robust but also socially responsible and culturally respectful.
Andrianto et al. (Wed,) studied this question.
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