Unpacking the nexus between AI, knowledge management, and destination social responsibility

This work unveils how AI enhances knowledge management (KM) and supports destination social responsibility (DSR) across tourism settings. Using thematic analysis, five main themes were identified: perceptions of AI’s role in KM; AI-driven KM and DSR; enablers and barriers to integration; alignment between KM and DSR; and governance and ethical implications of AI-enabled tourism. The findings revealed that AI transforms knowledge processes by supporting predictive analytics, data integration, and real-time decision-making while promoting sustainability and ethical governance. Participants highlighted AI’s capacity to optimise visitor management, monitor environmental impact, and personalise tourist experiences to encourage responsible behaviours. However, challenges such as low digital literacy, limited infrastructure, and organisational resistance constrain adoption. The study also emphasises the need for inclusive access and ethical oversight to prevent bias and preserve cultural authenticity. Theoretical and practical implications are outlined.