AI-DRIVEN LOGISTICS SOLUTIONS IN THE TOURISM SECTOR: LITERATURE REVIEW

In today’s turbulent world the integration of Artificial Intelligence (AI) has become a necessity rather than a choice. The aim of this study is to critically analyze existing literature on AI and related logistics solutions in tourism, strengths and limitations, ethical considerations and guide future research. AI has a multifaceted role in enhancing operational efficiency, personalizing tourist services, and advancing sustainability within the tourism supply chain. But as the tourism sector expands in volume and complexity the integration of these technologies also exposes complex challenges related to data privacy, implementation costs, and ethical governance. Notably, the COVID-19 pandemic has accelerated the role of AI and robotics in services, focusing on the rise of contactless services and AI-powered self-service machines. These technologies have made customer interactions more personal and efficient. This article, through a review of 40 articles, contributes to an integrated understanding of so far identified AI applications in tourism, and emphasizes the importance of consideration in future research and industry practice of inclusive, transparent, and sustainable AI strategies balancing operational and ethical requirements.