SEM linked AI literacy, halal literacy, information quality, destination inclusivity, perceived value, preference and visit intention among Muslim prospective tourists.
Key findings
- AI literacy related to information quality and halal literacy; halal literacy to inclusivity and value; information quality to inclusivity, preference and intention; preference strongly predicted intention.
Why this matters globally
Inclusive heritage tourism must inform visitors without commodifying local culture. AI can help only when information is transparent, sourced and does not fabricate halal provision.
Thai researcher contribution
Walailak University and Silpakorn University-affiliated authors contributed to the digital-inclusive tourism framework.
Limitations to consider
Predominantly non-visiting online respondents create hypothetical bias. SEM is non-causal and objective halal provision or host-community perspectives were not measured.
Verify the original sources
SustainabilityRead the original article↗DOI: 10.3390/su18147081