The SITE Model: a conceptual framework for understanding AI and Emerging Technologies in Tourism and Hospitality

Abstract. This study analyzes the role of Artificial Intelligence (AI) and emerging technologies in tourism and hospitality through a literature review. To provide a structured understanding of their adoption, we introduce the SITE Model, a framework that synthesizes the literature into four key areas: Sustainability, Impact, Technology, and Experience. Using the PRISMA approach, a literature review was conducted on 52 articles from 2018 to 2024. Our findings indicate that AI and emerging technologies enhance sustainable mobility, operational efficiency, and customer experience, while also raising ethical and social challenges. Their strategic integration is essential for maximizing engagement and innovation in the sector. By offering a comprehensive perspective, this study contributes to guiding future research and strategy development.