Understanding the Role of AI in Improving the Performance of the Tourism Industry and its Ethical Challenges. OCEM Journal of Management, Technology & Social Sciences, [S. l.], v. 5, n. 2, p. 153–166, 2026. DOI: 10.3126/ocemjmtss.v5i2.1012. Disponível em: https://www.nepjol.info/index.php/ocemjmtss/article/view/96951. Acesso em: 20 jul. 2026.