Ethical, Social, and Equity Implications of AI/GenAI in Tourism and Hospitality From the Lens of Sustainability

The tourism and hospitality (T&H) sector is experiencing reflective revolution, influenced by the rapidblend of AI and generative AI (GenAI) technologies. The objective of this study is to explore howthese technologies influence ethical problems, reshape social interactions, and raise equity concernswhile being evaluated critically through the sustainability’s perspective. This research is conductedusing an established scientific method, known as a systematic literature review (SLR) using PRISMAguidelines. This study further utilized the integrated framework ADO-TCM (Antecedents–Decisions–Outcomes and Theories–Contexts–Methods) to get a more extensive and meaningful understandingof the topic. The proposed integrative framework illustrates that the outcome of AI/GenAI adoptionin T&H is shaped by technological capabilities, governance, contextual values, and sustainabilityimperatives. This review’s limitations include the elimination of extraordinary keywords from databases, a focus on only English-language studies, and rigorous selection guidelines. The literature onAI’s impact on sustainability and ethics is expanding; however, there is still a lack in T&H literature.Most studies concentrated on areas like sustainable tourism, entrepreneurship, and economic growth.However, none addressed the ethical, social, or equity aspects of AI/GenAI in T&H.