Global influences of digital transformation on behavioral factors in tourism: a systematic literature review

This systematic literature review (SLR) synthesizes empirical insights on how AI, VR, AR, and blockchain reshape tourist behavior through theoretical, technological, cultural, and policy perspectives. Using PRISMA-guided methodologies, we analyze 117 peer-reviewed studies (2019.12–2025.2) across global contexts to address five key research questions. Findings reveal: (1) Hybrid frameworks dominate digital adoption research but ignore emotional and cultural factors; (2) Integrating AI, AR, and blockchain boosts satisfaction but overwhelms users and raises privacy worries; (3) Cultural contingencies—collectivism, uncertainty avoidance, and power distance—significantly mediate risk perception and institutional trust in technology adoption; (4) Behavioral adaptation trajectories show generational divides in algorithmic reliance and transparency expectations; (5) Policy integration mechanisms, including government-led digital infrastructure, GDPR-aligned regulations, and public-private partnerships, strengthen destination resilience but remain contingent on regional capacity and cultural alignment. To bridge these insights, we introduce the TECH-Trust Model, integrating technological affordances, trust architectures, and adaptive governance to foster culturally intelligent tourism ecosystems. This study advances digital tourism scholarship by reconciling fragmented theoretical paradigms and offering evidence-based strategies for ethical, sustainable technology deployment across heterogeneous markets.