WHERE SUSTAINABILITY MEETS INTELLIGENCE: SMART DESTINATIONS IN THE TOURIST EXPERIENCE EQUATION

The convergence of artificial intelligence (AI) and smart destinations has attracted increasing academic and industry interest; however, the specific mediating role that smart destinations play in the relationship between AI and the tourist experience remains underexplored. This study explores how artificial intelligence (AI) influences both the development of smart tourist destinations and the overall tourist experience. It further investigates the direct impact of smart destinations on tourist experiences, as well as their mediating role in the relationship between AI and those experiences. To empirically test these relationships, the researchers employed Partial Least Squares Structural Equation Modeling (PLS-SEM) using WarpPLS 7.0, analyzing quantitative data collected from 482 managers and supervisors operating within travel agencies, hotels, and destination management organizations across various regions in Saudi Arabia. The findings reveal that AI has a statistically significant and positive effect on both the advancement of smart destination capabilities and the enrichment of tourist experiences. In turn, smart destinations were found to have a direct positive impact on tourist experiences, while also functioning as a partial mediator, indicating that their presence strengthens—but does not fully account for—the influence of AI on experience quality. These results contribute to the growing body of knowledge on AIenabled tourism and provide practical implications for destination managers, tourism developers, and policymakers. Specifically, they underscore the importance of investing in smart infrastructure and AI applications not merely as tools of modernization, but as strategic enablers for enhancing visitor satisfaction, fostering loyalty, and securing sustainable competitive advantages in an increasingly digital tourism economy.