Digital Transformation of the Tourism Industry Driven by Artificial Intelligence and Big Data

Siyan Li

doi:10.6981/FEM.202611_7(11).0017

Authors

Siyan Li School of Glasgow University, Glasgow, UK

DOI:

https://doi.org/10.6981/FEM.202611_7(11).0017

Keywords:

Tourism Digital Transformation; Artificial Intelligence; Big Data; S-curve Model.

Abstract

Artificial intelligence (AI) and big data are increasingly influencing the digital transformation of the tourism industry. This paper explores how these technologies interact to reshape tourism services, business models, and the roles of stakeholders. Drawing on existing literature and industry cases, and applying the S-curve model and disruptive innovation theory, it analyzes changes in technological development and the competitive landscape of the industry. Although these changes create opportunities for service innovation and efficiency improvements, they also raise concerns about data privacy, algorithmic bias, employment, and inequalities in digital capabilities. The paper concludes that successful digital transformation in the tourism industry requires the coordinated integration of technological innovation and institutional governance, with greater emphasis on fairness, inclusiveness, and long-term sustainability.

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