Trends and Challenges of Sustainable Rural Tourism in the Face of Artificial Intelligence: A Bibliometric Analysis

ABSTRACT This study explores the development of sustainable rural tourism through a multidisciplinary approach, integrating economic, technological, and environmental perspectives. It aims to analyze research trends, key contributors, and the role of artificial intelligence (AI) in shaping the future of rural tourism. This research combines bibliometric analysis with discussions on AI applications and sustainability, addressing gaps in the existing literature. Unlike previous studies, it focuses on the intersection of AI, employment, sustainability, and community engagement. This study employs a bibliometric analysis of the literature on sustainable rural tourism and artificial intelligence applications, covering the period from 1996 to 2024. The Scopus database was used to compile the corpus, selecting only relevant articles and scientific communications. Data processing and visualization were conducted using VOSviewer software (version 1.6.20), applying techniques such as keyword co‐occurrence analysis, co‐authorship, co‐citation, and publication trend analysis. Subsequently, a content analysis of the identified articles was performed to deepen the understanding of theoretical frameworks and emerging challenges in integrating artificial intelligence into sustainable rural tourism. The study highlights the growing interest in sustainable rural tourism, with Spain and China identified as key contributors. AI is recognized as a transformative force, offering opportunities for innovation but raising ethical and employment concerns. The findings emphasize the importance of community‐based initiatives, regulatory frameworks, and stakeholder collaboration to ensure the responsible implementation of AI in rural tourism. This research also identifies gaps in empirical studies, particularly regarding AI adoption and the long‐term employment impacts on rural tourism.