Artificial Intelligence in Tourism: An Enhanced Tourist Journey Framework

This article explores how artificial intelligence (AI) enhances the tourist journey across different travel phases. It aims to present a comprehensive framework integrating various AI use cases. A narrative literature review was conducted to assess AI’s role in tourism. The review synthesized findings from Scopus, Web of Science, and Google Scholar databases. AI significantly impacts six key areas in tourism: personalization, customer service, data analysis, operational efficiency, marketing, and reputation management. A total of 25 AI applications were identified. The findings are presented in an AI-travel intervention matrix highlighting AI’s influence across the tourist journey. The article contributes to the existing literature by offering a comprehensive AI-enhanced tourist journey framework that integrates multiple AI use cases across all phases of the tourist experience. This framework provides practical guidance for tourism organizations looking to implement AI effectively.