Artificial Intelligence in Sustainability Communication in Tourism: A Systematic Review
DOI:
https://doi.org/10.33595/2226-1478.17.1670Keywords:
Benefits, sustainability communication, artificial intelligence, limitations, tourismAbstract
Artificial intelligence has assumed a strategic role in sustainability communication in tourism by transforming the way destinations and tourism businesses generate, verify, and disseminate information about their environmental, social, and governance (ESG) practices. However, the available scientific evidence remains fragmented, making it difficult to understand its applications, benefits, limitations, and emerging trends. In response to this gap, this study aimed to analyze the applications, benefits, limitations, and trends of artificial intelligence in sustainability communication in tourism. The study followed the PRISMA guidelines and conducted a systematic search in Scopus, from which nine articles published between 2023 and 2026 were selected after applying the eligibility criteria. The findings revealed the predominance of natural language processing, generative artificial intelligence, and deep learning for detecting greenwashing, strengthening sustainability communication, and improving the ESG performance of tourism organizations. The review also identified challenges related to algorithmic bias, loss of authenticity, the limited representation of the Global South, and insufficient methodological integration. The study concludes that artificial intelligence represents a strategic tool for promoting more transparent, ethical, and evidence-based sustainability communication.
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