A survey of 450 Thai microtourism SMEs found that generative AI most strongly predicted human-AI collaboration quality (β=0.427), while open-innovation orientation most strongly predicted dynamic capabilities (β=0.451). Twelve of 14 hypotheses were supported, but customer-involvement moderation was not.
Key findings
- All mediation paths were significant and partial (VAF 23-44%); R² was 0.478 for sustainability and 0.427 for innovation. Moderation failed (p>0.30), while customer involvement directly predicted sustainability (β=0.208).
Why this matters globally
The framework informs SME support that combines AI with workforce skills, innovation networks and digital supply chains, relevant to tourism economies worldwide.
Thai researcher contribution
Silpakorn and Thammasat researchers provide evidence from Thai microtourism firms, often overlooked in enterprise-focused AI research.
Limitations to consider
Predictors and outcomes are same-survey perceptions, vulnerable to common-method bias and reverse causality. PLS-SEM is non-causal, with no external AI-use or sustainability outcomes.