AI-Driven Transformation of Tourism and Hospitality in Korea
HS Chris Choi, Minwoo Lee, Woojin Lee, Bomi Kang · 2026
Artificial intelligence (AI) is reshaping tourism and hospitality globally, with South Korea at the forefront of these transformations. Recent advancements in AI technologies, such as generative AI, multimodal AI, intelligent automation, computer vision, agentic AI, and quantum AI, have significantly enhanced customer experiences, operational efficiency, personalization, and sustainability in the hospitality and tourism sectors. Despite these advancements, critical research gaps remain. Longitudinal studies on AI’s impact on long-term customer loyalty and satisfaction are scarce, raising questions about sustained customer engagement and the perceived loss of human touch. Additionally, there is a notable lack of cross-cultural research regarding how different cultural backgrounds influence acceptance and trust in AI-driven tourism and hospitality services. Economic analyses of AI’s net impact on employment and productivity within the tourism labor market are also limited. Ethical concerns, including potential unfairness in dynamic pricing, data privacy violations, and the marginalization of local businesses through AI recommendations, represent further underexplored areas. Moreover, the implications of AI for small and medium-sized enterprises (SMEs) and local communities remain insufficiently studied, particularly concerning adoption barriers, competitiveness, and community acceptance. To address these gaps, future research should employ diverse methodological approaches. Longitudinal and experimental studies are essential for tracking AI’s impacts over time, while qualitative and ethnographic research can provide deeper insights into human interactions with AI. Mixed-methods and interdisciplinary studies will enable comprehensive evaluations of AI’s effects, and scenario planning can help anticipate future developments. Policy analysis is critical for assessing governance frameworks, and design science or action research can actively create practical AI solutions. By addressing these research directions, scholars and practitioners can ensure that AI integration into hospitality and tourism is responsible, ethical, inclusive, and aligned with core industry values.