Intelligent Eco-Tourism: How AI Transforms Human Resource Practices and Environmental Sustainability
Abstract
This research examines the role of Artificial Intelligence (AI) technology in supporting eco-tourism and its implications for change management and human resource performance in the green economy era. Using a sequential explanatory mixed-method approach, data were collected from 500 survey respondents and 25 interview participants across five Asian countries (Indonesia, Thailand, Malaysia, Vietnam, and the Philippines). The theoretical framework integrates Ability-Motivation-Opportunity (AMO) theory and Technology Acceptance Model (TAM) to explain the adoption and impact of AI technology in Green Human Resource Management (GHRM) practices. The results show that the adoption of AI technology in GHRM practices has a positive and significant effect on HR performance (β = 0.423, p < 0.001) and eco-tourism sustainability (β = 0.387, p < 0.001). Perceived ease of use and usefulness prove to be significant predictors of AI technology adoption, while organizational readiness and cultural context serve as important moderators. Multi-group analysis reveals significant variations across countries, with Indonesia and Malaysia showing stronger impacts compared to Vietnam and the Philippines. Qualitative findings identify specific mechanisms of AI integration in GHRM practices as well as implementation challenges and success factors. This research contributes to the literature by integrating three domains (AI technology, GHRM, and eco-tourism) and providing a framework for AI technology adoption in supporting GHRM practices and eco-tourism sustainability in the Asian context.
References
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[17] Dyah Palupiningtyas, Retno Mulatsih, Sulistyowati, and Andar Sri Sumantri, “The Role Of Green HRM In Talent Management Development To Improve Employee Performance In Hospitality Companies,” Int. J. Econ. Manag. Res., vol. 3, no. 1, pp. 246–252, 2024, doi: 10.55606/ijemr.v3i1.185.
[18] N. T. Pham, Z. Tučková, and C. J. Chiappetta Jabbour, “Greening the hospitality industry: How do green human resource management practices influence organizational citizenship behavior in hotels? A mixed-methods study,” Tour. Manag., vol. 72, pp. 386–399, 2020, doi: https://doi.org/10.1016/j.tourman.2018.12.008.
[19] J. Li, L. Xu, L. Tang, S. Wang, and L. Li, “Big data in tourism research: A literature review,” Tour. Manag., vol. 68, pp. 301–323, 2021, doi: https://doi.org/10.1016/j.tourman.2020.104282.
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[24] M. J. . C. Kim N.; Lee, C. K.; Preis, M. W., “Dual-route of persuasive communications in mobile tourism shopping,” Telemat. Informatics, vol. 38, pp. 24–33, 2019, doi: 10.1016/j.tele.2018.08.005.
[25] J. W. Creswell and J. D. Creswell, Research design: Qualitative, quantitative, and mixed methods approaches (6th ed.). Sage Publications, 2024.
[26] J. F. Hair, J. J. Risher, M. Sarstedt, and C. M. Ringle, “When to use and how to report the results of PLS-SEM,” Eur. Bus. Rev., vol. 31, no. 1, pp. 2–24, 2019, doi: https://doi.org/10.1108/EBR-11-2018-0203.
[27] V. Braun and V. Clarke, “Reflecting on reflexive thematic analysis,” Qual. Res. Sport. Exerc. Heal., vol. 11, no. 4, pp. 589–597, 2019, doi: https://doi.org/10.1080/2159676X.2019.1628806.
[28] J. W. Creswell and J. D. Creswell, “Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.),” SAGE Publ., 2018.
[29] V. Venkatesh, J. Y. Thong, and X. Xu, “Unified theory of acceptance and use of technology: A synthesis and the road ahead,” J. Assoc. Inf. Syst., vol. 17, no. 5, pp. 328–376, 2016, doi: 10.17705/1jais.00428.
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2025-07-29
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