The Role of Artificial Intelligence in Promoting Service Sector and Sustainable Practices

This research aims to investigate how Artificial Intelligence (AI) technologies contribute to promoting sustainable tourism practices globally. It explores AI’s role in reducing environmental impact, optimizing resource consumption, and enhancing tourists’ environmentally conscious behaviors.The study adopts a mixed-method approach combining a systematic literature review of 45 peer-reviewed articles (2018–2024) and a quantitative analysis of secondary data from the World Tourism Organization (UNWTO) and OECD reports. The research also utilizes case analysis from countries leading in AI-based tourism sustainability, such as Japan, Spain, and Singapore.The findings indicate that AI applications in tourism—such as predictive analytics, energy-efficient hotel management systems, and intelligent waste management—can reduce resource consumption by up to 25%. AI-driven recommendation systems also promote sustainable travel behaviors by guiding tourists toward eco-friendly destinations and services.