Inteligencia artificial en la comunicación de la sostenibilidad en turismo: Una revisión sistemática
DOI:
https://doi.org/10.33595/2226-1478.17.1670Palabras clave:
Beneficios, comunicación de la sostenibilidad, inteligencia artificial, limitaciones, turismoResumen
La inteligencia artificial ha adquirido un papel estratégico en la comunicación de la sostenibilidad en el turismo al transformar la forma en que los destinos y las empresas generan, verifican y difunden información sobre sus prácticas ambientales, sociales y de gobernanza. Sin embargo, la evidencia científica permanece dispersa, lo que dificulta comprender sus aplicaciones, beneficios, limitaciones y tendencias. Ante esta problemática, la investigación tuvo como objetivo analizar las aplicaciones, beneficios, limitaciones y tendencias del uso de la inteligencia artificial en la comunicación de la sostenibilidad en el turismo. El estudio siguió las directrices PRISMA y realizó la búsqueda en Scopus, de la cual se seleccionaron nueve artículos publicados entre 2023 y 2026 tras aplicar los criterios de elegibilidad. Los resultados evidenciaron el predominio del procesamiento del lenguaje natural, la inteligencia artificial generativa y el aprendizaje profundo para detectar el greenwashing, fortalecer la comunicación sostenible y mejorar el desempeño ESG de las organizaciones turísticas. Asimismo, se identificaron riesgos asociados al sesgo algorítmico, la pérdida de autenticidad, la escasa representación del Sur Global y la limitada integración metodológica. Se concluye que la inteligencia artificial constituye una herramienta estratégica para promover una comunicación de la sostenibilidad más transparente, ética y basada en evidencia.
Descargas
Referencias
Alhaddar, M., & Kummitha, H. R. (2025). Digitalization and sustainable branding in tourism destinations from a systematic review perspective. Discover Sustainability, 6(1167), 1-18. https://doi.org/10.1007/s43621-025-01356-w
Alhashmi, S. M., Aboelmaged, M., Abaker Hashem, I., & Bilal, M. (2025). Two decades of chatbot research in tourism and hospitality: Bibliometric analysis and future directions. Sustainable Communities, 2(1), 2496475. https://doi.org/10.1080/29931282.2025.2496475
Baena, V., & Cerviño, J. (2026). From greenwashing to circularity: The strategic role of marketing and digital technologies in sustainable tourism. Business Strategy and the Environment, 1–14. https://doi.org/10.1002/bse.70677
Balaskas, S., & Komis, K. (2026). Verifiable eco-recommendations by AI travel assistants: Eye-tracking and GSR evidence on verification, trust calibration, and sustainable hotel booking. Sustainability, 18(3185), 1-26. https://doi.org/10.3390/su18073185
Blasi, S., Fano, S., Sedita, S. R., & Toschi, G. (2024). A network perspective of cognitive and geographical proximity of sustainable tourism organizations: Evidence from Italy. International Journal of Contemporary Hospitality Management, 36(2), 478-504. https://doi.org/10.1108/IJCHM-01-2023-0001
Bogren, M., & Sörensson, A. (2021). Tourism companies' sustainability communication—creating legitimacy and value. Scandinavian Journal of Hospitality and Tourism, 21(5), 475–493. https://doi.org/10.1080/15022250.2021.1974542
Bronzini, M., Nicolini, C., Lepri, B., Passerini, A., & Staiano, J. (2024). Glitter or gold? Deriving structured insights from sustainability reports via large language models. EPJ Data Science, 13, 41. https://doi.org/10.1140/epjds/s13688-024-00481-2
Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research. Tourism Management, 29(4), 609–623. https://doi.org/10.1016/j.tourman.2008.01.005
Bui, H. T., Filimonau, V., & Sezerel, H. (2024). AI-thenticity: Exploring the effect of perceived authenticity of AI-generated visual content on tourist patronage intentions. Journal of Destination Marketing & Management, 34, 100956. https://doi.org/10.1016/j.jdmm.2024.100956
Cai, C., He, X., & Chen, W. (2025). Exploring the co-evolution and obstacles between tourism development and environmental sustainability: a synergistic perspective. Humanities and Social Sciences Communications, 13, 73. https://doi.org/10.1057/s41599-025-06369-4
Delmas, M. A., & Burbano, V. C. (2011). The drivers of greenwashing. California Management Review, 54(1), 64–87. https://doi.org/10.1525/cmr.2011.54.1.64
Font, X., & McCabe, S. (2017). Sustainability and marketing in tourism: its contexts, paradoxes, approaches, challenges and potential. Journal of Sustainable Tourism, 25(7), 869–883. https://doi.org/10.1080/09669582.2017.1301721
Gretzel, U., Sigala, M., Xiang, Z., & Koo, C. (2015). Smart tourism: foundations and developments. Electronic Markets, 25(3), 179–188. https://doi.org/10.1007/s12525-015-0196-8
Guix, M., Bonilla-Priego, M. J., & Font, X. (2018). The process of sustainability reporting in international hotel groups: An analysis of stakeholder inclusiveness, materiality and responsiveness. Journal of Sustainable Tourism, 26(7), 1063–1084. https://doi.org/10.1080/09669582.2017.1410164
Han, F., Huang, F., Song, L., Dai, X., & Wang, L. (2026). Identification of obstacles and optimization pathways for sustainable tourism in Southern Xinjiang: A deep learning approach based on GRU sentiment analysis. Land, 15(5), 817. https://doi.org/10.3390/land15050817
Hong, M., & Kim, J. (2025). AI-driven responsible supply chain management and ethical issue detection in the tourism industry. Sustainability, 17(21), 9622. https://doi.org/10.3390/su17219622
Hong, Q. N., Fàbregues, S., Bartlett, G., Boardman, F., Cargo, M., Dagenais, P., Gagnon, M.-P., Griffiths, F., Nicolau, B., O'Cathain, A., Rousseau, M.-C., & Vedel, I. (2018). The Mixed Methods Appraisal Tool (MMAT) version 2018 for information professionals and researchers. Education for Information, 34(4), 285-291. https://doi.org/10.3233/EFI-180221
Ivasciuc, I.-S., & Ispas, A. (2026). Communicating sustainability in hospitality: A multi-layer analysis of transparency, green claims, and corporate value construction. Sustainability, 18(1), 172. https://doi.org/10.3390/su18010172
Karabasevic, D., Vujko, A., Mircetic, V., Cvetkovic, D., & Stevanovic, D. (2026). Synthetic nature: The emotional and cognitive dimensions of AI-generated landscapes. Sustainability, 18(2330), 1-28. https://doi.org/10.3390/su18052330
Kocurikova, A., Kopriva, J., & Tetrevova, L. (2024). Unlocking the power of corporate social responsibility communication in the online sphere: A systematic exploration. Sustainability, 16(6), 2296. https://doi.org/10.3390/su16062296
Moodaley, W., & Telukdarie, A. (2023). Greenwashing, sustainability reporting, and artificial intelligence: A systematic literature review. Sustainability, 15(1481), 1-25. https://doi.org/10.3390/su15021481
Papagiannakis, G. E., Vlachos, P. A., Koritos, C. D., & Kassinis, G. I. (2024). Are publicly traded tourism and hospitality providers greenwashing? Tourism Management, 103, 104893. https://doi.org/10.1016/j.tourman.2024.104893
Sassioui, A., Benzaid, Y., & Benhayoun, I. (2026). Emerging technologies and organizational accountability in sustainability: A systematic literature review. Sustainability, 18(9), 4172. https://doi.org/10.3390/su18094172
Shao, C., Chen, S., & Zhan, X. (2026). Sustainable development agenda: Historical evolution, goal progression, and future prospects. Sustainability, 18(2), 948. https://doi.org/10.3390/su18020948
Troy, C. L. C., Eng, N., & Overton, H. (2025). Corporate support for the Sustainable Development Goals: Effects of symbolic and substantive communication. Public Relations Review, 51, 102545. https://doi.org/10.1016/j.pubrev.2025.102545
Wang, C., Huang, Y., Wang, T., & Lu, D. (2026). Can the application of artificial intelligence technology enhance the ESG performance of tourism enterprises? Administrative Sciences, 16(2), 70. https://doi.org/10.3390/admsci16020070
Weder, F. (2023). The evolution of the sustainability story: Strategic sustainability communication as niche construction. International Journal of Strategic Communication, 17(3), 228–244. https://doi.org/10.1080/1553118X.2023.2229304
Yu, J., & Meng, T. (2025). Image generative AI in tourism: Trends, impacts, and future research directions. Journal of Hospitality & Tourism Research, 50(2). https://doi.org/10.1177/10963480251324676
Zhu, J., Zhan, L., Tan, J., & Cheng, M. (2024). Tourism destination stereotypes and generative artificial intelligence (GenAI) generated images. Current Issues in Tourism, 28(17), 2721–2725. https://doi.org/10.1080/13683500.2024.2381250
Descargas
Publicado
Número
Sección
Licencia
Derechos de autor 2026 Jorge Félix Quintana Cala, Sandro Felipe Acosta Mesa
Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
