Tourism is largely disrupted by Artificial Intelligence (AI) integration and data analytics, which are changing the way businesses, operate and the way consumers use the services. This study has shed a light on how AI and data-driven personalization can impact travelers’ behavior and preference and how it can modify their decision-making processes in smart tourism. Utilizing survey data of 100 respondents, the research explores the impact of AI solutions, including individualized travel recommendations, immediate updates, and artificial intelligence-based chatbots, on customer experience and engagement. The report identifies the ethical issues of AI, including the issues of data privacy, algorithmic bias, and the digital divide. The results reveal that personalized services achieved by AI receive high traveler acceptance, while notable concerns related to privacy and fairness should be carefully considered in the responsible and inclusive use of AI in tourism. The findings of this research present useful recommendations for tourism stakeholders, highlighting the strategic options they have to utilize AI in order to develop personalized travel experiences while also dealing with the ethical issues these technologies bring about.
A 2025 study studied this question.
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