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This study investigates the impact of sustainable tourists’ behavior on the sustainability of coastal tourism, emphasizing the mediating role of artificial intelligence (AI). Leveraging advanced AI-driven tools such as virtual reality (VR), the Internet of Things (IoT), and predictive analytics, the research explores how these technologies can enhance tourists’ pro-environmental behaviors and awareness. Results reveal that real-time monitoring and VR-based awareness programs significantly enhance sustainable practices among tourists and provide actionable insights for policymakers and the hospitality industry. This paper measures sustainability efforts via multiple criteria decision-making by modelling various AI-driven strategies to promote pro-environmental behavior via existing AI technologies.
Shaayesteh et al. (Sun,) studied this question.