Artificial intelligence and customer experience in hospitality and tourism: a systematic review

Purpose Through a qualitative systematic literature review, this paper aims to elucidate the role of artificial intelligence (AI) in hospitality and tourism (H&T) customer experience domain. Design/methodology/approach A total of 51 studies indexed in the Web of Science database are analyzed. A systematic review and thematic analysis are performed using Leximancer software. Findings Key enablers include human-likeness and robot service competence, while mediators, such as customer satisfaction and trust play a critical role in shaping customer experiences. Moderating factors like social distancing and event disruptions were also identified as influential. To uncover deeper insights, thematic analysis was conducted using Leximancer software, which identified five key themes. These are human–robot interaction, trust in AI interactions, satisfaction, usefulness and ease of use, motivations and social status and behavioral intention. This study highlights research gaps, future trends and proposed directions for future research. Originality/value This study addresses a gap in hospitality research by offering an integrated review of AI and customer experience. By combining nomological mapping and thematic analysis, it clarifies how the field has evolved, highlights key focus areas and identifies directions for future research.