Decoding AI adoption in tourism: A multi-theoretical analysis based on a theory-in-use approach
DOI:
https://doi.org/10.7433/s130.2026.14Keywords:
Artificial Intelligence, Tourism Experience Management, Theory-in-Use, Digital TransformationAbstract
Frame of the research: This study explores how artificial intelligence (AI) is perceived and applied in the tourism industry, using the theory-in-use approach to analyze the managerial logics that drive AI integration by DMOs and tourism operators. A theoretical perspective integrating sociomateriality, service-dominant logic, and affordance theory is applied to examine how tourism stakeholders incorporate AI into marketing, experience design, and organizational processes.
Methodology: An exploratory qualitative study was conducted, based on a purposive sample of 16 semi-structured interviews with public and private tourism managers, including DMOs and service providers. Data were analyzed thematically to identify patterns within the tourism ecosystem.
Results: Using a theory‑in‑use approach reveals three key insights: AI is deeply entangled with daily routines reflecting a sociomaterial perspective; its affordances for seamless co-creation remain largely unexploited; and—in contrast to the assumptions of Service-Dominant Logic—managers predominantly view AI as a passive, operand resource aimed at incremental efficiency gains. These findings help explain AI integration's slow and path-dependent nature in Italian tourism.
Research limits: The study focuses on traditional tourism supply chain DMOs/operators; results are time‑bound and context‑specific, calling for longitudinal and cross‑country studies.
Practical implications: The research offers actionable insights to develop realistic and context-sensitive AI adoption strategies consistent with the needs of tourism stakeholders.
Originality of the paper: The study adopts an integrated multi-theoretical approach and applies the theory-in-use approach to bridge the gap between technological potential and the practical use of AI in tourism offerings.
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