International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12

line decor
  
line decor

 Volume 13, Issue 6 (June 2026), Pages: 212-222

----------------------------------------------

 Original Research Paper

Integrating artificial intelligence into community-based tourism: A sustainable development approach for enhancing cultural and environmental capital

 Author(s): 

Pisit Potjanajaruwit *, Punchaya Hiranrithikorn, Mananya Meenakorn, Pramjai Ouejit

 Affiliation(s):

Faculty of Management Science, Suan Sunandha Rajabhat University, Bangkok, Thailand

 Full text

    Full Text - PDF

 * Corresponding Author. 

   Corresponding author's ORCID profile:  https://orcid.org/0000-0002-8558-0790

 Digital Object Identifier (DOI)

 
https://doi.org/10.21833/ijaas.2026.06.020

 Abstract

The integration of artificial intelligence (AI) into community-based tourism (CBT) presents significant opportunities to enhance sustainable tourism development. This study examines the Hat Chao Samran and Laem Phak Bia communities in Phetchaburi, Thailand, using qualitative methods, including in-depth interviews and stakeholder focus groups. Rather than focusing only on platform development, the study adopts a socio-technical perspective to examine the process of AI integration within a community context. The findings reveal inherent tensions between community priorities, such as cultural preservation, environmental sustainability, and local control, and tourists' expectations for convenience and digitally enhanced experiences. Furthermore, local power structures, including community leaders and government agencies, play a significant role in influencing platform design and implementation. The study identifies eight key components of an AI-based tourism platform: community information, tourism activities, travel routes, accommodation, food services, transportation, tourist attractions, and public relations. By conceptualizing AI as a mediating mechanism within complex social and institutional systems, this study contributes to a deeper understanding of digital transformation in sustainable tourism and highlights the importance of collaborative governance for achieving long-term sustainability.

 © 2026 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (https://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

Artificial intelligence, Community-based tourism, Smart tourism platform, Sustainable tourism, Collaborative governance

 Article history

Received 4 February 2026, Received in revised form 18 June 2026, Accepted 24 June 2026

 Funding

This research was funded by Suan Sunandha Rajabhat University, Faculty of Management Science, Bangkok, Thailand. The APC was funded by Suan Sunandha Rajabhat University. 

 Acknowledgment

The authors wish to express gratitude to Associate Professor Dr. Chutikarn Sriwiboon, President of Suan Sunandha Rajabhat University, for valuable insights on the research. This study was financially supported by the Suan Sunandha Rajabhat University fund. 

 Compliance with ethical standards

 Ethical considerations

The study was conducted in accordance with the Declaration of Helsinki and approved by the Institutional Review Board (IRB) of Suan Sunandha Rajabhat University, Faculty of Management Science, Bangkok, Thailand (protocol code SSRU-ETHICS-2025-001, approved on 15 January 2025. Informed Consent Statement: Informed consent was obtained from all subjects involved in the study. All participants were informed of the purpose, procedures, and their rights prior to participation, in accordance with the ethical guidelines of Suan Sunandha Rajabhat University, Faculty of Management Science, Bangkok, Thailand. 

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

Potjanajaruwit P, Hiranrithikorn P, Meenakorn M, and Ouejit P (2026). Integrating artificial intelligence into community-based tourism: A sustainable development approach for enhancing cultural and environmental capital. International Journal of Advanced and Applied Sciences, 13(6): 212-222

  Permanent Link to this page

---------------------------------------------- 

 References (17)

  1. Bourdieu P (2018). The forms of capital. In: Granovetter M (Ed.), The sociology of economic life: 78-92. 3rd Edition, Routledge, New York, USA. https://doi.org/10.4324/9780429494338-6   [Google Scholar]
  2. Cai Y, Xiao Y, Zhou J, and Gong Z (2025). Decoding ethnic tourism: A comprehensive analysis of global trends, key themes, and knowledge frameworks. Humanities and Social Sciences Communications, 12: 1437. https://doi.org/10.1057/s41599-025-05769-w   [Google Scholar]
  3. Cordova-Buiza F, Medina-Viruel MJ, and Pérez-Gálvez JC (2025). Community-based rural tourism: A mapping technique analysis study from 2005 to 2023. Humanities and Social Sciences Communications, 12: 527. https://doi.org/10.1057/s41599-025-04746-7   [Google Scholar]
  4. Dulyakasem R, Brooks C, Lehnert SL, and Newton P (2025). Community-based natural resource management in coastal communities: The contribution of mangroves to household livelihoods in southern Thailand. Environmental Development, 57: 101340. https://doi.org/10.1016/j.envdev.2025.101340   [Google Scholar]
  5. Euarchukiati V (2021). Observations of the 6 April 1875 total solar eclipse from the Grand Palace in Bangkok. In: Orchiston W and Vahia MN (Eds.), Exploring the history of Southeast Asian astronomy: A review of current projects and future prospects and possibilities: 345–372. Springer, Cham, Switzerland. https://doi.org/10.1007/978-3-030-62777-5_9   [Google Scholar]
  6. Jermsittiparsert K, Karim F, and Wongchestha N (2025). Sustainable futures with life cycle assessment in Industry 5.0. IGI Global, Hershey, USA.   [Google Scholar]
  7. Jianchatchawanwong S, Yeemasae IA, Taniheng N, Malisuwan C, and Suansaen C (2024). Communication guidelines for creative homestay management at Ban Piyamit 1, Yala, Thailand. Asian Interdisciplinary and Sustainability Review, 13(1): 41-50.   [Google Scholar]
  8. Khaenamkhaew D, Onjun P, Damrongwattana J, and Prathum B (2023). The participation of community leaders for sustainable tourism development: A case study in Phipun District, Nakhon Si Thammarat Province, Thailand. Cogent Social Sciences, 9(1): 2229172. https://doi.org/10.1080/23311886.2023.2229172   [Google Scholar]
  9. Kiriwongwattana K and Waiyasusri K (2024). Spatial evolution of smart cities for sustainable tourism: A case study of Phuket province, Thailand. Geojournal of Tourism and Geosites, 55(3): 1312-1320. https://doi.org/10.30892/gtg.55331-1303   [Google Scholar]
  10. Kosta A, Pazari F, Lili I, and Greca S (2025). The role of artificial intelligence in transforming tourism services: The case of Durrës, Albania. Geojournal of Tourism and Geosites, 61(3): 1485-1494. https://doi.org/10.30892/gtg.61308-1518   [Google Scholar]
  11. Li X, Xu Y, Law R, and Wang S (2024). Enhancing tourism demand forecasting with a transformer-based framework. Annals of Tourism Research, 107: 103791. https://doi.org/10.1016/j.annals.2024.103791   [Google Scholar]
  12. Manotungvorapun N and Gerdsri N (2025). Roadmap toward sustainable tourism development: An evidence- and knowledge-based approach from Thailand. Sustainability, 17(13): 6028. https://doi.org/10.3390/su17136028   [Google Scholar]
  13. Panzarella F, Cappuyns V, Abelshausen B, and Turcanu C (2025). Integrating the community capitals framework for sustainable remediation of NORM- and TENORM-contaminated sites: The case of Crotone, Italy. Environmental Management, 75: 2298-2315. https://doi.org/10.1007/s00267-025-02223-0   [Google Scholar] PMid:40629185
  14. Phongpradist P (2024). Community engagement for sustainable community-based tourism development in Thailand. Przestrzeń Społeczna (Social Space), 24(2): 177–201.   [Google Scholar]
  15. Rahimian M, Molavi H, and Chegheni MA (2025). Predicting responsible environmental behavior in ecotourism: An enhanced model for environmental policy development and sustainable management. Sustainable Futures, 10: 101268. https://doi.org/10.1016/j.sftr.2025.101268   [Google Scholar]
  16. Suriyankietkaew S, Krittayaruangroj K, Thinthan S, and Lumlongrut S (2025). Creative tourism as a driver for sustainable development: A model for advancing SDGs through community-based tourism and environmental stewardship. Environmental and Sustainability Indicators, 27: 100828. https://doi.org/10.1016/j.indic.2025.100828   [Google Scholar]
  17. Tabatabaei SS and Tabatabaei S (2024). The artistic and cultural activity of Iranian carpets in the travelogues of the Safavid era. Paykareh, 13(36): 77-91.   [Google Scholar]