Systematic Analysis of the Utilization of Artificial Intelligence in the Development of Smart Tourism

Abstract

The development of digital technology has driven significant transformation in the tourism industry, with Artificial Intelligence (AI) being the main element in realizing the concept of smart tourism. This study aims to systematically analyze the use of AI in the development of smart tourism using the Systematic Literature Review (SLR) method based on Kitchenham guidelines. A total of 30 DOI-verified scientific articles for the 2020–2025 period were reviewed to identify the dominant AI technologies, key areas of application, impact on the tourist experience, and challenges faced. The results of the study show that machine learning, deep learning, and natural language processing (NLP) are the most widely used approaches in recommendation systems, sentiment analysis, travel demand prediction, and service personalization. The integration of AI with the Internet of Things (IoT), Big Data Analytics, Augmented Reality (AR), and Virtual Reality (VR) also enriches the digital travel experience and supports data-driven decision-making. The application of AI has been proven to improve operational efficiency and traveller satisfaction through faster and adaptive services, although it still faces challenges such as infrastructure limitations, privacy issues, and algorithmic bias. This research confirms that AI plays a strategic role in realizing innovative, inclusive, and sustainable smart tourism, as well as providing direction for future tourism research and policy.