Unlocking microtourism small and medium-sized enterprises potential: Human–AI synergy and open-innovation pathways to sustainability — Thonglor et al. (2026)
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…
The skinny
The skinny isn't ready yet — notes appear once the transcript is processed.