Identifying and Investigating the Potentials of Artificial Intelligence in the Development of Sustainable Tourism in Iran

Articles in Press

Document Type : Research Paper

Authors

Department of Tourism, Faculty of Tourism, University of Science and Culture, Tehran, Iran

Abstract

Context and Purpose: The world of sustainable tourism is rapidly evolving, and artificial intelligence (AI) plays a crucial role in assisting this industry to achieve its goals. The present study aims to identify and analyze the potentials of AI in the development of sustainable tourism in Iran.

Design/methodology/approach: This study employed an applied and descriptive research design utilizing a mixed-methods approach. Initially, the potential applications of artificial intelligence in sustainable tourism development in Iran were identified through a comprehensive literature review and subsequently validated using the Delphi technique with a panel of 12 experts. Following this, a matrix questionnaire was administered to 63 tourists to gather their perspectives on the impact of these potential applications. Finally, the collected data were analyzed using fuzzy cognitive mapping technique with FCMapper software, and the research model was developed using UCINET6 software.

Findings: Several factors influence the identification of AI potentials in sustainable tourism development in Iran. Among these factors, improving sustainable tourism management, analyzing tourist behavior, enhancing tourist experience, and optimizing operations in tourism businesses were found to be the most significant, as they exhibited the highest centrality.

Conclusion: The results indicate that AI can serve as a powerful tool for sustainable tourism development in Iran. By leveraging intelligent technologies, improving tourism infrastructure, and developing smart systems for analyzing tourist behavior and optimizing natural resources, diverse services can be offered to tourists with varying financial and social conditions. Ultimately, this will lead to balanced and sustainable growth of the tourism industry. . .

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Main Subjects

Journal of Tourism Planning and Development

Articles in Press, Accepted Manuscript
Available Online from 19 June 2025

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