ARTIFICIAL INTELLIGENCE, BLEISURE TOURISM AND HOSPITALITY:

Abstract

Background:​‍​‌‍​‍‌ The hospitality industry has seen the rise of artificial intelligence adoption and at the same time, bleisure tourism has become a widely popular segment of travel. These two trends are changing the way services are delivered, however, they are also raising ethical issues such as privacy, employment, and human interaction. Objective: This paper is aimed at investigating the ethical dilemmas and social responsibility aspects of the use of artificial intelligence in bleisure tourism and hospitality, especially in terms of changes in work, culture, and human interaction. Methodology: A systematic review of the literature was carried out using the databases Scopus, Web of Science, Emerald Insight, ScienceDirect, and Google Scholar. The focus was on peer-reviewed articles published from 2014 to 2025. A thematic content analysis was performed. Results: AI is capable of significantly improving the efficacy of operations and the level of personalization for bleisure tourists. Nevertheless, the issues of data security, discrimination by algorithms, loss of jobs for employees, monitoring of employees, and the diminishing of genuine human contact have all been highlighted as problems. Conclusion: In order to incorporate artificial intelligence into bleisure tourism and hospitality in a way that is sustainable, it is crucial to find a point of equilibrium between technological advancements on the one hand and the ethics of responsibility, the values of human-centered service, and social sustainability over the long term on the other.