How Current Organisational AI Use, Intention to Use or Expand the Use of AI, and Perceived Usefulness of AI for Tourism Service Development Relate to Creativity at Workplace, Organisational Innovation, and Organisational Growth Intention in the Baltic Sea Region

Artificial intelligence is increasingly adopted by tourism organisations, yet its relationships with creativity, innovation, and organisational growth intention remain insufficiently understood across national contexts. This study examined relationships among current organisational AI use, intention to use or expand the use of AI, perceived usefulness of AI for tourism service development, creativity at workplace, organisational innovation, and organisational growth intention in Lithuania, Poland, and Sweden. Survey responses, provided by 436 representatives of tourism organisations, were analysed using structural equation modelling, bias-corrected bootstrapping, and exploratory multi-group comparisons. Current organisational AI use was positively associated with creativity at workplace in the pooled model, but the association was modest and was not robust in country-specific bootstrap analyses. Perceived usefulness of AI for tourism service development showed a more robust positive association with organisational innovation, while creativity at workplace was strongly associated with organisational innovation and organisational innovation was positively associated with organisational growth intention. Intention to use or expand the use of AI was positively associated with organisational growth intention in the hypothesised structural model, but this relationship was specification-dependent and did not remain statistically significant after controlling for main activity group and number of employees. Significant indirect associations were also identified, and country-specific analyses indicated heterogeneity in selected relationships. The findings support distinguishing the three AI-related dimensions and suggest that creativity-supportive and innovation-management practices remain important alongside AI-related practices.