Idris Idris, Cheng-wen Lee, Ping Hung Chen
This study aims to analyze existing literature on the applications of Artificial Intelligence (AI) in the tourism industry and assess its effects on business performance, customer satisfaction, and service quality. It seeks to provide a comprehensive understanding of AI's impact across different tourism sectors. The research employed a Systematic Literature Review (SLR) methodology, synthesizing findings from 92 empirical studies on AI implementation in tourism. Various AI technologies such as machine learning, natural language processing, and generative AI were examined for their roles in enhancing tourism services. The findings reveal that AI significantly improves tourism operations through personalized marketing, dynamic pricing, and enhanced customer service, which contribute to customer loyalty and business success. However, notable research gaps remain concerning the long-term impacts, ethical considerations, and cross-cultural effects of AI adoption in tourism. The study concludes that while AI offers substantial benefits for tourism development, further research is needed to address data privacy concerns, cultural differences, and predictive AI modeling. These insights can guide tourism firms in strategically integrating AI to enhance service quality and meet evolving customer expectations © 2026 AJHTL. This work is published by African Journal of Hospitality, Tourism and Leisure and is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Chung Yuan Christian University, Taiwan; Universitas Negeri Malang, Indonesia; Department of International Business, Chung Yuan Christian University, Taiwan
