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October 8, 2025SustainabilityOpen Access

AI-Driven Sustainable Competitive Advantage in Tourism and Hospitality: Mediating Roles of Digital Culture and Skills

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Authors

AAA. A. Al-HelalAAAhmed Abdulaziz AlshihaBABassam Samir Al‐Romeedy

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Overview

Exploratory analysis reveals AI enhances sustainable competitive advantage in tourism, indicating roles of digital culture and skills.

Key Points

  • AI significantly enhances sustainable competitive advantage, and it also strengthens digital culture and skills.
  • The study found that digital culture and skills partially mediate the effects of AI on competitive advantage.
  • Data collection involved a structured questionnaire with responses from 488 managers in Saudi Arabia's tourism sector.
  • Findings highlight actionable strategies like targeted AI use cases and embedding culture-oriented KPIs in governance.

Cite This Study

Al-Helal et al. (2025) studied this question.

synapsesocial.com/papers/68e6d7971ffa7aa7d63d18eehttps://doi.org/10.3390/su17198903
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