The role of artificial intelligence and blockchain technologies in sustainable tourism in the Middle East

Abstract

PurposeThis paper reviews the role of two significant smart technologies, artificial intelligence (AI) and blockchain technology (BT) in achieving sustainable tourism success. Such changes will maintain consistent tourism growth in the Middle East and North Africa (MENA) region by improving environmental, social and economic sustainability.Design/methodology/approachThis study uses a qualitative approach focusing on AI and blockchain-based adaptations towards sustainability in technology-driven platforms, particularly in the tourism sector. However, this study is conceptualized with Day's (1989) IMRAD (introduction, methods, results and discussion) framework and Hall's (2012) suggestions. This reinforced the structure of this article by the preferred reporting items for systematic reviews and meta-analyses (PRISMA) concept. In addition, the entire study proceeds by way of accentuating the research question.FindingsThe potential of these technologies (AI and blockchain) can internalize a win-win situation for economic prosperity and sustainable conservation of environmental resources. Even though, apathy among potential tourists (of traditional mass tourism) can be revived under sustainable tourism in the region through smart technology. Replacing traditional practices and policies with innovative technologies can reduce the adverse effect on environmental and cultural resources.Originality/valueThis research justifies the potential for AI and blockchain to balance economy-oriented tourism and sustainability-prone technologically advanced tourism as a caustic issue for the MENA region. Indeed, this study has revitalized and transformed the less eventful margins of leading cultural-heritage-based tourism into sustainable profitability with concerns over diversity, socio-economic conditions, economic recession and burgeoning geopolitical instability.

Artificial intelligence, self-efficacy and engagement in religious tourism: evidence from Arbaeen pilgrimage

“…Yoo and Kang (2021) observed that self-efficacy in the use of smart technology exerted a positive moderating impact on the central hypothesized route, but a negative moderating impact on three remote routes for the tourism sector. Similarly, the results of our research combined with earlier studies prove that AI and blockchain technology improve the situation of all stakeholders (Kashem et al ., 2022). These conditions in turn promote economic growth that at the same time contributes to sustainable environmental management.…”

“…These conditions in turn promote economic growth that at the same time contributes to sustainable environmental management. Moreover, through introducing green smart technology-driven sustainable tourism principles these technologies can make possible the regeneration of the mass tourism approach that loses its usefulness to the target audience (Kashem et al ., 2022). The findings of Knani et al .…”

Middle East tourism – Opportunities and solutions

“…The advent of artificial intelligence (AI) makes this complexity and real-time availability of services somewhat easier. In their article, The role of artificial intelligence and blockchain technologies in sustainable tourism in the Middle East , Kashem et al. (2023) review the role of two significant smart technologies, AI and blockchain technology (BT) in achieving sustainable tourism growth in the Middle East region by improving environmental, social and economic sustainability.…”

Decision-Making Process for Tourism Potential Segmentation: A Case Study Analysis

“…Effective management of the tourism industry can bring many benefits to a country, including increased economic growth and development, job creation, and preservation of cultural and natural heritage [1], [3], [6], [9], [10]. Successful tourism potential management requires a comprehensive understanding of the various factors influencing the industry, including economic, social, cultural, and environmental considerations [11], [12].…”