Unlocking microtourism small and medium-sized enterprises potential: Human–AI synergy and open-innovation pathways to sustainability

Information from the abstract

This study examines how generative artificial intelligence (GAI) and open-innovation orientation (OIO) influence sustainability and innovation performance in Thai microtourism small and medium-sized enterprises (SMEs), mediated by human–AI collaboration quality (HAIC), digital supply chain innovation, and dynamic capabilities for sustainable tourism (DCST), and moderated by customer involvement in sustainable tourism (CIST). Quantitative cross-sectional surveys were administered to 450 SMEs. Partial least squares structural equation modeling was used to test the hypothesized relationships via 5,000-subsample bootstrapping with bias-corrected confidence intervals; 12 of 14 hypotheses were supported. GAI adoption most strongly activated HAIC (β = 0.427), and OIO produced the highest path coefficient (OIO → DCST: β = 0.451). All mediation pathways were significant (variance accounted for: 23–44%), confirming partial mediation; R2 = 0.478 (sustainability performance [SP]) and 0.427 (innovation performance). The moderation hypotheses were not supported (p > 0.30); however, CIST directly affected SP (β = 0.208, p < 0.001). This study is the first to position GAI and OIO as co-primary antecedents within a unified triple-mediation framework and validates HAIC as a first-order mediating construct. The findings extend the resource-based view and dynamic capabilities and open-innovation theories to Thai microtourism, offering actionable guidance for managers, policymakers, and technology providers.

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Related topics: Diverse Aspects of Tourism Research · AI in Service Interactions · Digital Marketing and Social Media