Artificial Intelligence and Tourism Transformation

Dear Colleagues,

The tourism industry is currently witnessing a profound transformation driven by the rapid advancement of Artificial Intelligence (AI). Moving beyond basic automation, the proliferation of Generative AI (GenAI) and Large Language Models (LLMs) is fundamentally reshaping destination management, service delivery systems, and the tourist experience itself (Li et al., 2025; To & Yu, 2025). This Topic aims to capture this pivotal shift, exploring how AI acts as a catalyst for innovation and strategic change within the tourism and hospitality sectors.

We seek to understand the dual impact of AI: how it optimizes industry operations and how it alters traveler behavior and psychology. This Topic provides a platform for researchers to discuss the theoretical and practical implications of the "intelligent transformation" of tourism.

Topics of interest for this Topic include, but are not limited to, the following:

• Generative AI and the Transformation of Travel Planning: How LLMs and generative agents are revolutionizing itinerary design, information search, and personalized recommendations (Kim et al., 2025; Tuomi et al., 2025).
• AI-Driven Service Ecosystems: The role of service robots, chatbots, and AI-mediated communication in redefining hospitality operations and human–robot interaction (Chen & Wei, 2024).
• Transformation of Tourist Behavior: Investigating changes in consumer decision-making, trust, and engagement when interacting with intelligent algorithms and "machine behavior" (Li et al., 2025).
• Emotional AI and Digital Companionship: The emergence of AI agents and virtual influencers as travel companions, and their impact on tourists' emotional well-being and social experiences (Zhang et al., 2025).
• Data Intelligence in Destination Management: Utilizing big data mining and AI forecasting to enhance sustainable tourism practices, crowd management, and operational efficiency (Law et al., 2025).
• Ethical and Social Implications of AI in Tourism: Addressing critical challenges such as algorithmic bias, privacy concerns, and the changing nature of employment in an AI-integrated tourism industry.

We invite researchers and practitioners to contribute original research articles, reviews, and case studies. We particularly welcome submissions that offer empirical evidence and novel theoretical frameworks regarding the transformative power of AI in tourism.

References

Chen, C., & Wei, Z. (2024). Role of artificial intelligence in travel decision making and tourism product selling. Asia Pacific Journal of Tourism Research, 29(3), 239–253.

Kim, J. H., Kim, J., Baek, T. H., & Kim, C. (2025). ChatGPT personalized and humorous recommendations. Annals of Tourism Research, 110, 103508.

To, W. M., & Yu, B. T. (2025). Artificial Intelligence Research in Tourism and Hospitality Journals: Trends, Emerging Themes, and the Rise of Generative AI. Tourism and Hospitality, 6(2), 63.

Li, H., Xi, J., Hsu, C. H. C., & Li, G. (2025). Generative artificial intelligence in tourism management: An integrative review and roadmap for future research. Tourism Management, 110, 105179.

Tuomi, A., Tussyadiah, I., & Ascenção, M. P. (2025). Customized language models for tourism management: Implications and future research. Annals of Tourism Research, 110, 103512.

Zhang, K., Sun, X., & Li, G. (2025). Virtual influencer and cultural heritage destination: Endorsement effectiveness of virtual versus human influencers. Annals of Tourism Research, 110, 103525.

Law, R., & Chen, S. (2025). Developments and implications of tourism information technology: a horizon 2050 paper. Tourism Review, 80(1), 299-312.

Dr. Xiling Xiong
Dr. Lei La
Dr. Guoqiong Ivanka Huang
Topic Editors