Artificial Intelligence and Sustainable Tourism: Assessing Environmental Awareness, Technological Readiness, and Risk Perception in Northern Pakistan

Abstract

Purpose— As global tourism evolves toward sustainability; the integration of artificial intelligence (AI) offers innovative pathways to promote environmentally responsible tourist behavior. This study investigates how environmental awareness, technological readiness, and ecological risk perception influence sustainable tourist behavior, with the mediating role of AI-driven environmental engagement. Grounded in environmental sociology and supported by the Technology Acceptance and Theory of Planned Behavior frameworks, this research bridges environmental science and digital transformation in tourism.

Study Design/methodology/approach— The target population comprises domestic and international tourists visiting ecologically sensitive regions of Northern Pakistan, including Hunza Valley, Skardu, Gilgit, and Naran-Kaghan. A total of 450 responses were collected via structured online surveys using purposive sampling. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM).

Findings— Results indicate that environmental awareness, technological readiness, and ecological risk perception significantly enhance sustainable tourist behavior, both directly and indirectly through increased engagement with AI-based tools such as smart environmental alerts, carbon footprint calculators, and digital eco-guides.

Research Practical Implications— This study contributes to theory by integrating AI-driven engagement as a sociotechnical mediator in sustainable tourism behavior and offers practical implications for environmental policymakers, tourism authorities, and tech developers seeking to promote eco-conscious tourism in fragile ecosystems.

Originality/value— This study contributes to theory by integrating AI-driven engagement as a sociotechnical mediator in sustainable tourism behavior and bridges environmental science and digital transformation in tourism.