Theoretical Perspectives on the Impact of Generative AI on the Tourism Sector: A Literature Review

Advanced information technological tools, particularly generative artificial intelligence (GAI), accelerate transformation in the tourism industry. This study investigates GAI’s theoretical foundations and implications in revolutionizing tourism management. Employing a systematic literature review, followed by preferred report items for systematic review and meta-analysis (PRISMA), the study rigorously selects and interprets past research. The Theory, Context, Characteristics, and Method (TCCM) framework synthesizes, analyzes, and interprets the findings. The results reveal that GAI has significant potential in various domains of the tourism industry, including marketing, operations, sustainability, and human resources. The study maps the potential and challenges of GAI integration in tourism by identifying ten key theories. These findings provide a roadmap for scholars and managers to address the opportunities and challenges. The findings can help scholars deepen their understanding of GAI’s role and assist managers in developing effective strategies for its implementation.