Experience and artificial intelligence in hospitality and tourism: a review of reviews and a bibliometric analysis

Purpose This study aims to determine the current state of the literature – and propose future research directions – on the topic of tourist experiences shaped by artificial intelligence (AI). A review of reviews dealing with the tourist experience is conducted, highlighting the growing use of AI (and its most advanced forms, captured under the umbrella term strong AI). A bibliometric analysis of tourist experiences powered by strong AI is conducted on this review. Design/methodology/approach This study implements a mixed methodology that combines a review of reviews with bibliometric analysis of the scientific literature on strong AI-enhanced tourist experiences. Findings The analysis provides insights into the evolution of the tourist experience based on the “experience economy” theory through a performance-based analysis and scientific mapping of studies dealing with strong AI-enhanced tourist experiences. Relevant future lines of research are proposed that explore new conceptual frameworks and their evolution toward considering more varied AI-based tools, services and environments, and tourism “agents,” and contribute to the scholarship on sustainability, authenticity and possible detrimental effects of AI. Research limitations/implications This study theoretically connects the “experience economy” model with tourism and strong AI. Lines of research are proposed to expand theoretical boundaries toward a more comprehensive understanding of tourist experiences mediated by strong AI and their contribution to well-being, authenticity and sustainability. Originality/value This highly original work addresses the current lack of studies that adopt a combined perspective – blending a review of reviews and bibliometric analysis – to examine the evolution of the tourist experience and, particularly, how AI is influencing that experience.