Artificial intelligence (AI) in tourism, hospitality, and service research: a new digital frontier for consumer engagement, psychology, and behavior

Artificial intelligence (AI)-enabled technologies/applications have changed various aspects of our lives, travel, and communication in the previous decade. This comprehensive literature review investigates the conceptual advancements in AI research in marketing, tourism, hospitality, information technology, and behavioral science, providing strategic insights into this fast-growing landscape. This study develops and proposes a theoretical research framework that advocates AI-enabled technologies and applications to promote consumer engagement, emotions, experience, anthropomorphism, and self-congruity, which subsequently influences their strategic consequences, including information-seeking behaviors, information-sharing behaviors, consumer brand relationships, value co-creation, and psychological and subjective well-being. This research concludes by suggesting important implications and research directions for AI in service marketing, tourism, hospitality, and psychology.