Review article
https://doi.org/10.37741/t.74.3.1
Role of AI and GAI in Sustainable Tourism Behavior: Major Insights and Recommendations
Ganesh Dash
orcid.org/0000-0001-5265-6798
; College of Administrative and Financial Sciences, Saudi Electronic University, Riyadh, Saudi Arabia
*
* Corresponding author.
Abstract
Sustainable tourism has taken over the tourism industry in the last few years. However, the rise of new technologies
and platforms has significantly influenced the segment. Artificial intelligence (AI) and Generative
AI (GAI) tools have added immense value to the domain. Sustainable tourism and the role of AI and GAI
are the focus of the current study. Many studies have examined the impact of AI and GAI on sustainable
tourism; however, most were either empirical, meta-analyses, or systematic reviews. Hence, this study aims
to address the gap by employing a bibliometric and science-mapping approach to collate and analyse studies
published between 2016 and 2024. Thirty-eight articles are included, and the chosen database was the Web
of Science. A general performance analysis is conducted first, followed by a keyword analysis. After a detailed
analysis of the articles, valuable insights were generated and thoroughly discussed. The findings focused on
the role of technology, AI, and GAI on sustainable tourism dimensions. Specific implications are provided
that are universally applicable.
Keywords
bibliometric; AI; GAI; sustainable tourism; review
Hrčak ID:
347854
URI
Publication date:
15.6.2026.
Visits: 128 *