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Tourism

Artificial Intelligence Enhances Competitive Advantage in Tourism Industry

Strategic Insights

— 1 min read

Research by Walailak University has revealed the significant impact of artificial intelligence (AI) on the competitive advantage of tourism enterprises. The study, published in the Emerging Science Journal, explored the relationships among AI application, innovation capability, organizational culture, and competitive advantage. Data collected from 400 tourism enterprises in China showed that AI application has a positive and significant effect on competitive advantage, with innovation capability and organizational culture mediating the relationship.

Key Takeaways:

  • AI application has a significant positive effect on the competitive advantage of tourism enterprises.
  • Innovation capability mediates the relationship between AI application and competitive advantage.
  • Organizational culture also plays a mediating role in the relationship between AI application and competitive advantage.
  • The study found a chain mediating effect between innovation capability and organizational culture.
  • The research concluded that AI applications in the tourism industry broaden the understanding of AI's influence on competitive advantage.
  • The study's results can be applied to other industries beyond tourism, as AI's impact on competitive advantage is a universal concept.
  • Chao Huang and co-authors Hira Batool and Shi-Zheng Huang conducted the research.
  • The study's findings highlight the importance of innovation capability and organizational culture in leveraging AI for competitive advantage.

Statistics:

  • 400 tourism enterprises in China were surveyed as part of the study.
  • The study employed multiple regression analysis to examine the relationships among AI application, innovation capability, organizational culture, and competitive advantage.
  • The results indicate a significant positive effect of AI application on competitive advantage (p < 0.01).
  • Innovation capability and organizational culture both exhibited a mediating effect between AI application and competitive advantage (p < 0.05).

Sources:

  • Artificial Intelligence and Competitive Advantage of Tourism Enterprises: A Chain Mediation Effect. Emerging Science Journal, 2025, 9(3): 1418-1433.
  • https://doi-org.sdpl.idm.oclc.org/10.28991/ESJ-2025-09-03-016
  • Walailak University
  • School of Accountancy and Finance, Walailak University
  • School of Continuing Education, Yulin Normal University

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