Hoang Khuong Duy Tran, Mai Dong Tran
This study conducts a bibliometric analysis to synthesize research on the impact of artificial intelligence on customer experience in tourism, focusing on potential insights for further studies for the Vietnamese market. Analysing 1,675 publications from the Scopus database, the study highlights key trends and identifies research gaps, including the influence of AI features on user perception and opportunities within emerging tourism markets. Findings highlight how emerging AI applications in tourism, such as chatbots and virtual assistants, are particularly relevant for young, tech-savvy Vietnamese travellers, who exhibit increasing demand for customized, AI-powered experiences. These findings enhance our understanding of AI’s role in shaping tourism experiences and provide directions for future research tailored to Vietnamese tourism.