Artificial intelligence driven adaptive learning methods in sustainable tourism education

Purpose The research’s purpose is to examine the incorporation of Artificial Intelligence (AI) within the context of sustainable tourism education, emphasizing its capacity to augment educational achievements and provide future practitioners with vital competencies. Design/methodology/approach Semi-structured interviews targeting academics in the tourism field were conducted. Findings The study results are indicative and suggest a compatible relationship between the benefits of integrating educational content on sustainable tourism and AI. Specifically, AI can equip students with a more analytical understanding of sustainability. Originality/value The study’s originality exists in the integration of AI as an innovative tool into the educational context of sustainable tourism, thereby providing students with valuable knowledge.