ARTIFICIAL INTELLIGENCE AND SUSTAINABILITY IN SMALL AND MEDIUM TOURISM ENTERPRISES (SMTES): A BIBLIOMETRIC REVIEW OF THEIR INTERPLAY
Njabulo Ndlovu, Portia Pearl Siyanda Sifolo, Ndivhuwo Tshipala · GeoJournal of Tourism and Geosites · 2026
This study examines the impact of artificial intelligence (AI) on the sustainability of small to medium-sized tourism enterprises (SMTEs) through an extensive bibliometric analysis of research conducted between 2014 and 2025. The goal is to identify prevailing trends, challenges, and opportunities related to AI integration in the tourism sector, especially concerning SMTEs. Given the rapid advancements in AI-driven technologies, the study also highlights the increasing role of generative AI models in content creation to enhance customer interactions and emphasizes the need for designing and evaluating AI tools tailored to address the constraints faced by SMTEs. A bibliometric study was conducted using the Scopus database, narrowing an initial set of 643 records down to 373 relevant articles. VOS Viewer software (v1.6.20) was used to map publication trends, country contributions, journal outlets, author collaborations, and thematic clusters. To provide a comprehensive overview of the field, the study combined network analysis and thematic analysis. The results indicate a steady increase in publications over the study period, with a notable acceleration after around 2019. International collaboration is also growing, reflecting increased global interest in AI and sustainable tourism. However, despite this growth, only a small portion of studies explicitly focus on SMTEs; most research either addresses larger tourism enterprises or applies generalized models that do not account for SMTE-specific constraints and contexts. The study emphasizes the need for ongoing research to ensure AI tools are used in ways that foster innovation and sustainability within specific types or niche SMTEs, while developing and evaluating AI tools that are affordable, scalable, and responsive to their constraints.