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This study aims to identify, review and synthesize existing literature on key theories, drivers and barriers affecting consumer adoption or resistance to artificial intelligence (AI) in the hospitality sector.

This study aims to conduct a complete literature review of the accrued knowledge generated so far on AI in the hospitality sector. To attain the overall objectives of this study, we used the systematic literature review (SLR) method. This method systematically handles the diversity of knowledge in a specific topic to answer precise research questions. It also generates new visions through a synthesis of the literature, to identify the knowledge gaps, set the new directions for the future researcher and provide sufficient guidance to inform the policy and practice.

The findings of this study are presented in three sections, as follows: descriptive analysis, content analysis and synthesized framework. The findings highlighted the state-of-the-art mapping of the existing research in terms of publication frequency over time and across publication outlets, key theories, methods and geographies. In addition, literature on consumer adoption (or resistance) of AI in hospitality is content analyzed to highlight key drivers and barriers. Moreover, this review critically evaluates extant literature and sets future agendas by postulating specific research questions for further knowledge development in this field of study.

The SLR focused on consumer adoption or resistance to use AI in hospitality literature. The future researcher may include additional streams to get better results.

The study findings will help multiple stakeholders to understand the underlying causes of customer resistance or barriers to the intention to use/adopt AI services in the hotel sector. Furthermore, study results will allow them to better analyze the relationship between customer barriers, intents or consumer decision behaviors.

First, this study provides a comprehensive synthesis of the literature on the consumer adoption or resistance of AI in hospitality. This study categorizes the existing diversified literature in two main themes – drivers and barriers – to present a simplistic picture of the existing literature. Second, the review highlights the gaps and limitations in existing research and provides guidance for future scholars. Third, the key contribution of this review is the development of a unified framework on the consumer adoption or resistance of AI in the hospitality sector. That is, this study puts forward the behavioral reasoning theory framework and suggests that future research using this lens will immensely contribute to existing literature. Finally, this study facilitates the practitioners to understand the key motivating and hindering factors affecting the adoption and resistance behavior.

The identification of a successful mix of strategic orientations is a big challenge for corporate sustainability and management research. To this end, the purpose of this paper is to explore and analyze the interrelationships among multiple variants of strategic orientations (i.e. entrepreneurial orientation (EO), market orientation (MO), technology orientation (TO) and sustainability orientation (SO)) that lead to the superior performance of sustainability-oriented small and medium enterprises (SMEs) in a developing country context.

This study utilized the case-study method to explore a detailed and comprehensive understanding of the interplay among multiple strategic orientations. The data were collected from the top management of SMEs working in Pakistan through semi-structured interviews, complemented with the data obtained through a structured survey and the firms’ documentary evidence. Interviews were content analyzed to reveal more rigorous and comprehensive results.

The findings of this study suggest that the strategic framework of successful firms utilizes the aspects from multiple orientations (EO, MO and SO) to create an appropriate alignment that ensures superior performance in a highly dynamic environment.

The key finding of this study is the identification of a configurational framework, Entrepreneurial Responsible Orientation, if successfully implemented, it has the potential to drive sustainable performance of the small firms particularly, and sustainable development of the country, generally.

This qualitative study deals with the career longevity phenomenon in the hospitality sector of Pakistan and aimed at exploring the factors which become the reason for continuing services in this sector for a longer period despite the prevailing perception of the short-term and unsatisfactory hospitality careers.

The study has taken up an interpretive social constructivism approach to carry out the research. The purposive sampling technique is used to solicit expert insights into the dynamics of the hospitality career. A thematic analysis was employed to identify the common themes, extract the meaning from the discussion patterns of the respondents, and outline viewpoints and ideas of the respondents.

The findings of the study are discussed at three levels of career, i.e. entry level, development level, and consolidation level. Long careers in the hospitality sector are a product of dedication and commitment to the job, professionalism, variety, complexity of the job, and healthy relationship with coworkers, supervisors, and guests.

The study links the belief of belonging and socialization attributes to the retention of employees in the hospitality sector jobs. Secondly, the study uses a qualitative approach to provide a diverse perspective of employee–industry loyalty rather than employee–organization loyalty. Thirdly, the study brings forth practical implications for personnel managers in the hospitality sector and proposes that the management should systematically stimulate the socialization of the workers to hold the talent despite providing workers with the opportunity to join another sector. Finally, the study informs about research limitations and directions for future research.

This study aims to investigate how the interplay of multiple strategic orientations influences the growth-based performance of small and medium enterprises (SMEs). The authors have specifically examined the direct and complementary effects of multiple strategic orientations [i.e. entrepreneurial orientation (EO), market orientation (MO) and sustainability orientation (SO)] on firm performance.

The data have been collected from 410 SMEs operating in Pakistan.

The results revealed that the multiple strategic orientations (EO, SO and MO) have positive direct as well as complementary effects on SMEs' growth-based performance. Specifically, the joint effects of EO and MO were shown higher than other combinations and complementarities. Moreover, the direct effect of SO is found far lesser than the joint implementation of SO with either EO or MO.

This study provides key insights into corporate sustainability, strategic orientations and SME performance literature. The implications for theory, practice, policy and future research are discussed.

The purpose of this study is to examine the drivers and barriers of travel behavior associated with tourist behavior during/post-COVID-19 pandemic to provide a knowledge base as well as an agenda for future research.

The authors utilized the Systematic Literature Review (SLR) technique for searching the articles published in Web of Science (WOS) and Scopus, to identify the main drivers and barriers affecting the tourist behavior during/post-COVID-19 pandemic. Eventually, 47 articles were chosen for the final analysis.

The findings are reported in three sections, (1) quantitative research profile, (2) qualitative synthesis and (3) future agenda. This study addresses the nuanced questions regarding the significant change in tourist travel behavior, emotional dynamics and a detailed understanding of mechanisms, such as which drivers and barriers affect tourist behavior in a particular destination. Drivers and barriers to tourist travel behavior were characterized in personal-related, destination-related, and health-related factors. Moreover, this study provides thought-provoking ideas in theory, policy and practice in the field of tourism and hospitality.

This study has three limitations, as follows. First, the authors searched only two databases, Scopus and Web of Science, due to which the authors might be missing some related studies existing on the other databases. Although these databases provide an extensive range of academic literature, further studies could extend the data collection from the other databases (e.g. via Taylor & Francis). However, our systematic literature review (SLR) coverage is quite extensive, since journals are listed on these three main databases. Second, the authors followed a main study search protocol based on the synonyms and related keywords, however, some of the studies that may be related to the tourist behavior towards the destination are missing on account of the lack of our keywords in there, title, author, keyword and abstract. Furthermore, future research could endeavor to add other keywords to expand the results of studies. Third, although the accurate analysis was conducted to reduce subjectivity in identifying themes for drivers and barriers of tourist behavior, future studies on categorization could work to ensure that other sub-themes categorize.

The recent study has some key practical implications. First, this study is valuable for all the stakeholders in a unique way, including destination managers, academicians and policymakers, because it provides insight into barriers and drivers that influence the development of tourist behavior towards the destination. Second, the current study also offers practical implications for people involved in tourism service industries including governments and private businesses. Policymakers and other leaders are increasingly interested in harnessing the economic potential of tourism. Therefore, identifying the barrier which is inhibiting the tourist traffic towards the destination is beneficial to understand and effectively develop strategies to minimize the effect of such factors. Moreover, drivers and barriers of tourist behavior towards the destination in the COVID-19 pandemic situation towards the destination may help to create a framework for the development of destinations according to the current vulnerable situation. Third, current findings suggest that tourism marketers understand the drivers and barrier constructs found in this study and tailor their marketing strategies for attracting existing and new tourists. For instance, marketers should understand the drivers and barriers of tourist behavior for effective strategy development to increase the positive effect of drivers and to reduce the negative effect of barriers.

This is the first systematic literature review on the impact of drivers and barriers of tourist travel behavior. This paper analyses the methods and approaches that have been used in the previous literature to examine the drivers and barriers of tourist travel behavior. The paper ends with the research implication and limitations of the studies.