10.06.2026
The ConsuWAIS team presented a full-length paper "The New Tourism Reality: How AI changes the game" at the 50th European Marketing Academy Conference, EMAC 2026, held in Bath, United Kingdom.
With their work, Dr. Borislava Toleva and Prof. Dr. Svetlana Bialkova contribute to the scientific debate on the fast-growing implementation of AI tools in tourism and hospitality industry. Calling for remediation of existing frameworks to adequately explain how knowledge cross disciplines converge to face marketing challenges in the digital era, the ConsuWAIS team introduces a new taxonomy.
This taxonomy illustrates the impact of AI on multiple layers of tourism ecosystem. The paper highlights the fundamental needs of tourism stakeholders for solutions that shift the industry from a single, linear model to a multidimensional, interconnected system. The study reveals the growing dependence of tourism on AI and explores how this reliance will shape new trends. By offering a comprehensive, tourism-oriented framework, researchers and industry professionals are equipped with clearer insight into how AI can be strategically leveraged to advance the future of travel and hospitality.
The paper received great attention and audience engagement, showing the topic importance and the impact of the work presented by the ConsuWAIS team.