AI-Powered Real-Time Recommendations in Livestream Tourism Marketing: Effects on Customer Engagement and Booking Decisions - A Systematic Review

Abstract

The integration of AI-powered real-time recommendations is transforming livestream tourism marketing, yet a unified understanding of its impact on customer engagement and booking decisions is absent. Following the PRISMA protocol, this systematic review synthesizes evidence from 15 empirical studies to address this gap. The analysis is guided by the theoretical frameworks of the Stimulus-Organism-Response (S-O-R) model and Uses and Gratifications (U&G) theory. The analysis reveals that AI’s power is not direct but psychologically mediated, operating through a critical human-AI synergy. The streamer’s authenticity is foundational for building trust, while the AI functions as a real-time decision-support tool, amplifying rather than replacing the human element. However, a key paradox emerges: while personalization boosts engagement, it risks perceived intrusiveness and suppresses the serendipitous discovery vital to tourism. We conclude that success depends on designing for ‘value-centric transparency,’ where AI augments the human connection. Given the review’s heavy reliance on data from the Chinese market, we critically highlight the urgent need for cross-cultural validation and a decisive shift from studying behavioral intentions to tracking actual bookings.