Smart tourism and Hospitality 4.0 in Kazakhstan: a systematic review and Smart–Creative Integration Framework

Purpose This study examines technological transformation in tourism through smart tourism, Hospitality 4.0 and creative tourism, and develops a context-sensitive Smart–Creative Integration Framework for Kazakhstan. Despite its strong natural and cultural tourism potential, Kazakhstan faces infrastructure limitations, uneven digital maturity and fragmented governance. Therefore, the study explains how technological innovation can be integrated with creative participation and governance capacity in an emerging destination context. Design/methodology/approach The study adopts a PRISMA 2020-guided systematic literature review and conceptual framework development approach. A total of 103 peer-reviewed studies indexed in Scopus and Web of Science were analyzed. The review synthesizes literature on smart tourism, Hospitality 4.0, digital transformation and creative tourism, focusing on technologies such as GIS, artificial intelligence, big data, IoT and AR/VR. Findings The findings show that tourism digitalization is closely linked to governance, participation and experiential value creation. However, creative tourism, local participation and co-creation remain comparatively underdeveloped. In response, the study proposes a Smart–Creative Integration Framework consisting of spatial intelligence, immersive experience design, smart service management and creative participation. Practical implications The framework provides guidance for policymakers, destination managers and tourism stakeholders seeking to align digital transformation with governance capacity, cultural authenticity and participatory tourism development in Kazakhstan. Originality/value The study contributes to smart tourism and Hospitality 4.0 literature by positioning creative participation as a structural component of digital transformation rather than a secondary outcome. It offers a context-sensitive model for emerging destinations seeking to combine technological innovation with human-centered and culturally grounded tourism development.