Towards strategic implementation of human-AI collaboration: a system dynamics approach in Vietnamese tourism firms

This system dynamics research explores the implications of artificial intelligence (AI) integration within Vietnamese tourism firms. Despite advancements in AI applications, empirical research on human-AI collaboration and implications remains underdeveloped. The study uncovers how managers perceive and navigate the development of responsible AI, emphasizing the necessity of culturally informed and human-centered approaches. Using qualitative system dynamics methodology, including semi-structured interviews and causal loop modeling, the research reveals that cultural elements, human-in-the-loop considerations, and adaptable leadership positively influence AI acceptance. The study advances the human-AI literature through the lens of system dynamics and corporate digital responsibility, within complex tourism organizational systems, and provides practical implications for culturally sensitive AI implementation that maintains authenticity while enabling responsible AI.