The Moderating Role of Artificial Intelligence Literacy in Sustainable Tourism Development

Abstract

Sustainable tourism development has become a global priority, particularly in environmentally vulnerable regions such as Pakistan, where ecological degradation and resource mismanagement threaten long-term sectoral growth. Despite increasing scholarly attention, the underlying mechanisms linking environmental-specific leadership, employee motivation, and technological capability remain fragmented. Addressing this gap, the present study employs a PRISMA 2020-based systematic literature review to synthesize contemporary research published between 2020 and 2026. A total of 52 peer-reviewed studies were selected from Scopus, Web of Science, ScienceDirect, and Google Scholar.

Drawing on Self-Determination Theory (SDT), Grit Theory, and emerging perspectives on Artificial Intelligence (AI) literacy, the study develops an integrated conceptual framework explaining sustainable tourism development. The findings reveal that environmental-specific leadership—encompassing Environmental-Specific Servant Leadership, Green Transformational Leadership, and Green Inclusive Leadership—significantly fosters a green psychological climate, which enhances employees’ green harmonious passion and subsequently shapes positive green attitudes. These attitudes are identified as critical drivers of sustainable tourism outcomes.

Importantly, the study highlights AI literacy as a key moderating factor that strengthens the relationship between employee green attitude and sustainable tourism development by enabling effective implementation of sustainability practices through digital tools. The review contributes to the literature by integrating leadership, motivational, and technological perspectives into a unified framework, offering a micro-foundational understanding of sustainability in tourism.

The study provides practical implications for policymakers and practitioners by emphasizing leadership development, digital capability enhancement, and sustainability-oriented human resource practices as essential drivers of long-term sustainable tourism growth.