Ontology-Driven and Human-Centric Digital Twins in Hospitality: A Survey and Research Agenda

Digital Twins (DTs) are increasingly explored in tourism and hospitality as enabling technologies for smart destinations, service optimization, and data-driven decision-making. Yet these environments are inherently human-centered. Existing DT implementations, however, are largely technology-driven and focus mostly on infrastructures and operational processes. This study presents a systematic literature review of DT applications in tourism and hospitality. It combines a comparative taxonomy with a technological and data-oriented analysis to examine how these systems are currently conceptualized, implemented, and integrated. The review analyzes 42 studies, classifying them by application level, twin focus, architectural approach, and human integration. The results show a strong dominance of destination- and facility-level DTs, limited human-centered models, and a prevalent use of varied sensing technologies. There is limited attention to interoperability and semantic integration. Governance, socio-technical aspects, and real-time synchronization mechanisms are also mostly underexplored. Based on these findings, this study identifies key research gaps and calls for a shift towards Social Digital Twins (SDTs). SDTs integrate human actors, social interactions, and governance within unified modelling frameworks. This transition will require advances in semantic and ontology-driven architectures. Greater attention to privacy, trust, and user acceptance in data-intensive service environments is also needed.