Artificial Intelligence Applications in Tourism

Abstract

Artificial intelligence (AI) technologies have transformed the travel and tourism industry. The purpose of this study is to systematically analyze the applications of artificial intelligence in tourism and provide an overview of current development trends, challenges, and future directions. We reviewed 290 articles after thoroughly evaluating the literature using relevant keywords. The results show that many sectors within the tourism industry, such as customer service, marketing, and operations management, are utilizing artificial intelligence. Robots, chatbots, and AI-driven systems are becoming useful tools, providing personalized experiences, rapid services, and better decision-making. AI presents significant potential benefits, especially in regions such as Europe, China, and India that are at the forefront of AI adoption. The tourism and travel industry in Vietnam is also gradually incorporating these technological advancements. However, its adoption requires careful consideration of issues such as data privacy, job displacement, and the digital divide between regions. The use of AI technology in the tourism sector can lead to development and competitive opportunities, but we must address its ethical, legal, and social impacts. One of the recommendations of the study is for stakeholders in tourism to invest in AI research and development, ensure collaboration between industry, academia, and government, and promote AI-related skills in the workforce in this field.