Artificial intelligence in the sustainable tourism business – an opportunity for radical innovations or a threat? Research results
Elżbieta Szymańska, Elżbieta Jędrych, Teresa Skalska · Economics and Environment · 2026
Artificial intelligence (AI) represents a significant challenge for the future of sustainable tourism business, its use being surrounded by many controversies. The research problem focuses on the application of AI in tourism enterprises in accordance with the concept of sustainable tourism. The aim of the research is to diagnose the strengths and weaknesses of AI applications in the sustainable tourism business and to propose radical innovations that may arise from the AI implementation. The optimal research methods, tools, and sample were selected during the preparatory phase of the study, which employed the method of logical sequences. The optimal research sample comprised students meeting specific selection criteria. The main research phase was conducted using a qualitative method –brainstorming sessions – yielding results for specific sectors within tourism: travel agencies, accommodation facilities and passenger transport companies. To compare the results with the market realities, pilot studies were conducted. We examined 20 hotels in the field of innovative practices, based on a diagnostic survey methodology. As a result, we generated numerous ideas for applying AI to the tourism industry, some of them radical in nature. Numerous risks were also identified, particularly those related to unethical behaviour. Comparing the results of both studies, we note the discrepancy between the number of possible AI applications in the tourism industry and the actual implementations in practice, to the detriment of the latter (implemented chatbot and intelligent energy management systems). This article is conceptual, and the research results contribute to the academic field of management and economic sciences.