Advancing AI in tourism: a conceptual framework for high-impact research

The growing integration of Artificial Intelligence (AI) in tourism is widely reflected in academic research; however, this literature reveals significant methodological and theoretical limitations. Most studies remain descriptive, relying on low‑rigour designs and producing fragmented, repetitive, and weakly generalizable findings. The field is also theoretically underdeveloped, lacking robust social science and tourism‑specific frameworks. To address these gaps, this paper proposes an actionable framework structured around three pillars: methodological advancement, ethical foresight, and theoretical enrichment. By aligning rigorous methods with theory and ethical considerations, researchers can generate more explanatory, impactful scholarship and support a meaningful paradigm shift in AI tourism research.