A critical insight into the intersection of sustainability and technology

Abstract

Purpose This paper aims to explore the role of blockchain (BCT) and Artificial Intelligence (AI) technologies in enhancing and incentivizing environmentally responsible, socially inclusive and economically viable tourism practices within the hospitality and tourism (H&T) industry. Design/methodology/approach This study is based on a critical reflection research approach that enables a synthesis of information derived from existing literature's insights and the authors' experiences and observations. By examining frameworks and theories in the literature, critical reflection also helps develop a more comprehensive understanding of the topic. Findings This study portrays how BCT could be used to track the sustainability credentials of tourism providers and how AI can optimize energy usage in hotels. This study depicts how adopting technology-driven sustainable practices in the H&T industry can increase profitability, improve reputation, compliance with regulations, efficiency and a better guest experience. Practical implications The study suggests targeted actions and policy frameworks that can be tailored to different stakeholder groups (hospitality businesses, policymakers and tourists) to overcome barriers and maximize the positive societal and environmental impacts of adopting BCT and AI for sustainable tourism. Originality/value The originality of this study lies in its ability to offer new perspectives and novel recommendations on the diverse uses of AI and BCT in the context of sustainable tourism. Furthermore, the study provides strategic and policy elements (Targeted actions and policy frameworks) for stakeholders to integrate sustainable tourism practices using BCT and AI successfully. This study differs from earlier review studies that primarily focused on adopting emerging technologies and ignoring the sustainability angle in the use of technology.