Not all tech is equal: Investigating the roles of AI, FinTech, and digital marketing in driving sustainable tourism

The influence of digital technologies—specifically Financial Technology (FinTech) and artificial intelligence (AI)—on sustainability perceptions in the tourism sector was investigated, with a focus on the mediating role of digital marketing informativeness. Drawing on survey data from 250 Indonesian respondents across five major tourism cities, Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to test the proposed relationships. While AI-driven personalization significantly enhanced perceptions of digital marketing informativeness, perceived FinTech security did not demonstrate a significant effect. Furthermore, digital marketing informativeness was found to significantly influence tourists’ perceptions of environmental sustainability and mediate the relationship between AI and sustainability perceptions. The study’s novelty lies in its integrated analysis of AI, FinTech, and sustainability within a digital tourism context—highlighting the distinct roles these technologies play in shaping consumer perceptions. Unlike prior research that treats digitalization as a monolithic driver of sustainability, this study reveals that not all digital tools contribute equally to marketing effectiveness or sustainability outcomes. These findings offer theoretical contributions to tourism marketing literature and provide practical guidance for destination marketers to prioritize AI-based personalization strategies over FinTech enhancements when aiming to communicate sustainability values more effectively.