EXPLORING THE ETHICAL ROLE OF ARTIFICIAL INTELLIGENCE IN TOURISM: A FOCUS ON USER PREFERENCES

In the era of accelerating digital transformation, artificial intelligence (AI) has become an indispensable tool in strategic decision-making, supporting organizations in achieving sustainability while upholding ethical standards. Within the tourism sector, this transformation raises complex challenges related to user security, privacy, and trust, as well as broader principles of accountability, transparency, and fairness. These dimensions form the fundamental pillars of long-term tourism sustainability and represent key priorities for all stakeholders. This study provides clear definitions of essential ethical principles—security, data protection, and trust—emphasizing both their interconnections and their distinct characteristics. The discussion is broadened to address the irreversible nature of this digital trend. Special attention is given to how AI technologies influence these principles, alongside the critical need for education, training, regulatory, and legal frameworks to ensure their protection. Furthermore, the paper argues that responsible and explainable AI must be inclusive and socially responsible, not only in tourism but also in other sectors, such as banking, where transparency and fairness are of crucial importance. Finally, the paper outlines directions for future research, with particular emphasis on ethical challenges such as bias, inaccuracy, and the demand for algorithmic explainability—underscoring the need to create fair and sustainable digital ecosystems.