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This paper aims to research, identify and discuss the benefits and overall role of big data and artificial intelligence (BDAI) in the tourism sector, as this is depicted in recent literature.

A systematic literature review was conducted under the McKinsey’s Global Institute (Talwar and Koury, 2017) methodological perspective that identifies the four ways (i.e. project, produce, promote and provide) in which BDAI creates value. The authors enhanced this analysis methodology by depicting relevant challenges as well.

The findings imply that BDAI create value for the tourism sector through appropriately identified disseminations. The benefits of adopting BDAI strategies include increased efficiency, productivity and profitability for tourism suppliers combined with an extremely rich and personalized experience for travellers. The authors conclude that challenges can be bypassed by adopting a BDAI strategy. Such an adoption will stand critical for the competitiveness and resilience of existing established and new players in the tourism sector.

Besides identifying the benefits that BDAI brings in the tourism sector, the research proposes a guidebook to overcome challenges when introducing such new technologies. The exploration of the BDAI literature brings important implication for managers, academicians and consumers. This is the first systematic review in an area and contributes to the broader e-commerce marketing, retailing and e-tourism research.

本论文旨在研究、指出、和讨论大数据和人工智能（BDAI）在旅游业中的优势和整体作用。这些方面也在近文献中有所提到。

本论文采用系统综述方式, 在McKinsey’s Global Institute方法论的指导下, 确认BDAI可以在四种方面（预测、产出、提高、以及提供）创造价值。我们也通过阐述相关挑战来增强这个分析方法。

本论文结果显示BDAI通过适当的传播方式来为旅游业中创造价值。采用BDAI战略的好处包括：对旅游提供商带来高效、多产、盈利, 以及对旅游者们带来极度丰富和个性化的旅游体验。我们还总结了采取BDAI战略带来的诸多挑战。采用BDAI战略对旅游业中现有和新参与者的竞争力和弹性起到至关重要的作用。

除了指出了旅游业中BDAI带来的优势, 本论文还提出了一个指南, 来指导当新科技被引进时如何克服挑战。本论文通过对BDAI文献的梳理, 其文献综述结果对经理、学者、和消费者都有重要的启示作用。本论文是首篇在BDAI领域的系统综述, 对拓展电子商务营销、零售、和电子旅游科研有着重大贡献。