Leveraging AI for Sustainable Tourism: Evidence from Small Tourism Enterprises
Description
This dataset supports research on the relationship between artificial intelligence capabilities and sustainability in Indonesian tourism enterprises. The study draws on a cross-sectional questionnaire survey involving owners and managers of 360 businesses across Bali, Yogyakarta, West Java, Central Java, West Nusa Tenggara, and East Nusa Tenggara. Participating enterprises represent accommodation providers, travel agencies, tour operators, and community-based or ecotourism businesses. The survey measures four dimensions: AI-enabled service capability, green service innovation, sustainable performance, and entrepreneurial orientation. These dimensions are assessed through 19 measurement items using a five-point Likert scale. The study also describes business characteristics, including enterprise age, workforce size, market focus, and digital maturity. The data were analyzed using partial least squares structural equation modeling to explore direct relationships, the mediating role of environmentally oriented service innovation, and the moderating role of entrepreneurial orientation. These data can support further investigation into technology integration, sustainable service practices, and entrepreneurial strategies within small tourism businesses in emerging economies.