The Role of Artificial Intelligence (AI) in Rural Tourism Development: Community Empowerment Matters

By Kristianus Oktriono; Business Administration Department, College of Management, Asia University, Taiwan


Artificial Intelligence (AI) has developed quickly and influences aspects of society. The development of AI has an important goal in building decision-making skills across sectors by prioritizing transparency. In particular, rural tourism areas still experience significant challenges in accepting and implementing AI with its various challenges. As predicted, AI will contribute to increasing good understanding and use, improving people’s living standards, and solving problems in the field. This article will briefly review AI’s role and the stages in community empowerment from the introduction to the implementation stages. Based on the explanation in this article, the stages from creation to decision-making are inseparable from AI facilitation. Furthermore, these stages involve the community actively, reflectively, and collectively so that the community becomes more participatory and innovative in developing rural tourism. With increasingly widespread public acceptance and participation in AI technology, tourism development will become increasingly technically driven. Supported by literature analysis from several references, understanding, and analytical insights, this article is expected to help the community and all groups use the advantages of AI appropriately to create valuable tourism experiences and sustainably empower communities.

1. Introduction

The rapid development of artificial intelligence has marked a massive transformation in all sectors of life. AI also marks a change in the Industrial Revolution 4.0 towards a society that is increasingly intelligent and innovative in utilizing AI-based technology. This change provides fresh air for all parties and increases efficiency and effectiveness. The ecosystem of innovation coordinates between internal and external resources in the rural tourism industry [1]. This also impacts communities in rural tourist areas that do not yet have infrastructure and superstructure support. However, other challenges arise regarding transparency in making several crucial rural tourism decisions. All parties and levels of society need to see carefully that decision-making does not solely rely on AI. In its implementation, rural communities always struggle with a basic understanding of AI before they utilize and integrate it to solve problems in the field. Each region certainly has its challenges in using AI effectively. Some of these include limited access to existing resources such as infrastructure and superstructures and attention to preserving the social and natural environment. The enormous potential of AI certainly offers many positive things in rural tourism development, such as increasing the experience of rural communities in using AI technology for promotion and marketing. Apart from that, AI also provides opportunities for tourism actors in rural tourism to empower themselves and develop their decision-making skills. With experience in using AI technology, its use will increasingly significantly impact efficiency and effectiveness. Collaboration and synergy between levels of society in tourist villages will further increase self-confidence in planning and developing rural tourism. Finally, the community is expanding its level of empowerment regarding digital skills and security to achieve sustainability in tourism.

Community empowerment related to AI is always linked to aspects of tourism development in rural areas because of its great potential. The role of AI is essential in developing tourist villages from various angles. By realizing the magnitude of this potential, society can utilize AI to transform positively. The role of AI is to be a catalyst in tourist village areas in terms of innovation and facilitating technical progress in decision-making. In particular, the use of resources becomes increasingly optimal and can ultimately increase tourist satisfaction in village destinations. However, the big challenge is how AI technology can be accepted and understood by all parties with the same vision. All parties, from local communities to decision-makers, are expected to be able to increase their capabilities and capacities independently. Armed with a thorough understanding of the benefits of AI technology in tourist village areas, its optimization will solve significant problems and challenges in the field, improve living standards, and build an economy based on local wisdom. The presence of AI technology will also make the planning and management processes of all parties more creative, proactive, and on target. Some risks can also be overcome by being more technically prepared based on more accurate data and information in developing tourist villages. The data will improve society and tourists’ experiences [2]. With increasingly comprehensive and collaborative collaboration at all levels of society, AI is expected to become an increasingly reliable means of empowering communities at various stages, driving the development of tourist village areas that are increasingly sustainable and have a resilience that reflects the adaptation to the application of AI technology.

There are several stages in developing tourism in tourist village areas related to the application of AI. The first stage is the introductory level. At this stage, several challenges arise related to the habituation of local communities to use AI technology. This occurs because of limited access to supporting resources and equipment. However, this can be overcome with initiatives to introduce AI technology and increase local community awareness of the importance of AI to reduce this gap. With a complete understanding, public acceptance of the role of AI will further improve people’s self-confidence. The next stage is planning. In this stage, AI will model several strategic things following the objectives of developing a tourist village. The goal is to make strategic decisions more accurately based on existing data and ultimately be able to predict tourism trends and tourist behavior related to optimizing supporting resources in tourist villages. At the same time, the demand for rural tourism in the market continues to increase [3]. Apart from that, the critical role of AI in helping all parties, such as local government, central government, industry, NGOs, and the tourism industry, will facilitate the participation of interests to ensure the vision that will be achieved together in developing tourist villages. In the next stage, AI implementation directs tourists and tourism industry players to adapt to tourist behavior patterns, experiences, and tourist satisfaction levels and provides constructive input from all parties. On the other hand, the presence of AI will further improve resource management and risk management to ensure rural tourism is sustainable and adaptive according to the challenges of the times. Social sustainability encompasses equal opportunities, quality of life, and sustainable human development [4]. With the increasingly important role of AI, rural communities will strengthen their empowerment and increase sustainable development in all fields.

Community members in tourist villages play an essential role as intellectual actors. Of course, this must be balanced with increasing skills and capabilities in utilizing AI-based technology. In this case, the community will become more confident, have a greater sense of ownership, increase the spirit of cross-sector collaboration, and become more empowered in all decision-making processes. This involvement will further strengthen that AI initiatives reflect the diversity of needs, values, and norms and the many interests and aspirations of all relevant parties. The scarcity of resources has led to a trade-off between the speed of launching tourism products and their development. However, technology proves to be an effective solution to tackle these challenges [5]. In this case, AI technology will also trigger increasingly creative people in tourist villages to think actively, comprehensively, reflectively, collectively, and adaptively in determining the direction of improving tourist villages sustainably. IA also facilitates the community in identifying challenges in the field, mapping them, and selecting the right tools for decision-making. In terms of this collaborative effort, all groups will be more creative in transforming the potential of AI to make travel experiences for tourists more meaningful and bring social and economic benefits to all parties without damaging the environment. The variability in rural tourism seasonality exhibits distinct patterns of spatial diversity and interdependence [6].

As a general overview, the presence of AI will empower the community in stages, from the identification stage to implementation and evaluation. This stage will parallelly improve other aspects of life in tourist villages, such as facilitating innovation, realizing sustainability, and building communities using the tourism hexa-helix model. By better understanding the exploration of AI technology, all levels of society will become accustomed to adopting and adapting appropriate technology in the decision-making process, optimizing all resources, managing resources, and increasing tourist satisfaction. In the era of big data, artificial intelligence will continuously enhance the study of tourism destination images [7]. The significant positive impact is improving the local economy based on local wisdom, building a new mindset using AI technology, preserving local culture and the environment, and speeding up mutualistic decision-making. The ultimate goal is to create a valuable experience for all parties that promises various advances and golden opportunities in establishing digital resilience and prosperity for all groups fairly and equally.

2. Roles of AI in Community Empowerment

This article introduces three essential stages in applying AI in the context of community empowerment.

Figure 1. Stages of AI in Community Empowerment

A. Introduction Stage:

Artificial intelligence provides several essential ways to empower rural communities regarding the development of tourist villages. First, AI introduces the concept of tourism that involves technology and raises technological awareness initiatives in various frameworks. Some of the pathways used include training and continuing education. AI applications also serve as countermeasures, resulting in two levels of service outcomes: customer experience value and behavioral intentions [8]. This activity is to build the potential of local communities in responding to all challenges influenced by internal and external factors. Additionally, AI technology is expected to build enthusiasm and increase the sense of belonging to tourist villages. Second, AI technology will help local communities analyze various data for tourism planning and development. The data includes visitor demographic information, tourist needs, socio-cultural factors, environmental factors, and other historical trends. If society increasingly cares about and understands the importance of AI in life, society’s potential will be increasingly explored in developing rural tourism, making data-based decisions, and leaving behind a technologically inept mentality.

B. Planning Stage:

In the planning stage, artificial intelligence becomes a modeling tool for predicting rural tourism development by involving several groups, from local communities to the government. First, all planning analyses are carried out based on historical data. In this lens, artificial intelligence is anticipated to impact the economy positively due to its dynamic efficiency, and it is increasingly becoming a focal point in the industrial strategies of many developed nations globally [9]. This data is estimated using specific approaches and algorithms to predict patterns of tourism demand and supply in village areas in the short, medium, and long term. Based on this data, the decisions will help related parties plan resource allocation and strategic steps in the sales and marketing sector in a tiered and massive manner. Second, AI technology enables all parties to obtain input and feedback from tourist surveys. This will help recognize field conditions and ultimately prioritize strategic steps. On the other hand, AI technology will help the process of cross-sector communication and collaboration in decision-making. As society enters the third information civilization, integrating information technology with travel and tourism offers extensive access to diverse data sources [10]. Finally, the sustainability and success of tourism villages are not only at the level of discourse and initiative but can also achieve the goal of developing tourism villages sustainably.

C.Implementation Stage:

At the implementation stage, AI technology will improve stakeholders’ performance regarding service providers. Various related aspects will be optimized with the use of AI. First, AI’s ability to recommend a plan will provide a personalized experience for tourists according to their needs. This adaptation process will direct tourists to build nuances based on AI services. From a tourism manager’s point of view, residents will use AI to foster loyalty and increase tourist satisfaction. Furthermore, implementing AI technology will provide benefits in managing natural and cultural resources simultaneously. Moreover, implementing AI technology will optimize the utilization of costs such as electricity and transportation. This will undoubtedly reduce negative environmental impacts so that water conservation, energy use, and ecological preservation can still be achieved. Implementing AI will also help in the disaster detection and mitigation process so that the community can respond swiftly for travel safety and comfort.


In the context of a futuristic Industry 5.0 perspective, AI is viewed not merely as a tool but as an indispensable component of the overall experience [11]. Artificial intelligence technology plays a vital role in developing rural tourist destinations. Various kinds of opportunities are created from this digital transformation. As AI technology evolves, the public is also expected to realize the positive and negative benefits of implementing AI in tourist villages. Its positive role includes, among other things, making relatively fast and accurate decisions as recommendations for policymakers. Recent progress in artificial intelligence (AI) has introduced intelligence into the realm of automation [12]. Apart from that, challenges in the world of rural tourism can be overcome with data transparency. Adopting this technology certainly requires consolidation because it requires training and forming a mindset based on the Industrial Revolution. Other positive benefits include user personalization, resource optimization, predicting patterns, cross-sector collaboration, disaster mitigation, and risk management. From a tourist’s perspective, users can utilize AI technology to fulfill tourism needs in an integrated manner. Its role in the introduction, planning, and implementation stages faces challenges in empowering local communities. Understanding the importance of AI technology in life will change the mindset of people in tourist villages. All parties need to foster enthusiasm and initiative regarding the use of AI technology in developing tourist villages. Recent progress in artificial intelligence (AI) has introduced intelligence into the realm of automation. Efforts such as training and workshops will support community understanding and enthusiasm. The role of AI also brings negative impacts that need to be addressed regarding data security issues. This involvement needs to be supported by appropriate technology so that it can build rural tourism and achieve sustainability. Collaborative and transparent utilization of AI technology will open up various opportunities to increase customer satisfaction, foster a spirit of transformation, and ultimately make rural tourism more adaptive and advanced in the era of digitalization.


  1. Zhu, W., & Shang, F. (2021). Rural smart tourism under the background of Internet Plus. Ecological Informatics, 65, 101424.
  2. Flores-Crespo, P., Bermudez-Edo, M., & Garrido, J. L. (2022). Smart tourism in villages: Challenges and the Alpujarra Case Study. Procedia Computer Science, 204, 663-670.
  3. Liu, C., Dou, X., Li, J., & Cai, L. A. (2020). Analyzing government role in rural tourism development: An empirical investigation from China. Journal of Rural Studies, 79, 177-188.
  4. Hussain, S., Ahonen, V., Karasu, T., & Leviäkangas, P. (2023). Sustainability of smart rural mobility and tourism: A key performance indicators-based approach. Technology in Society, 74, 102287.
  5. Wu, J., & Yang, T. (2023). Service attributes for sustainable rural tourism from online comments: Tourist satisfaction perspective. Journal of Destination Marketing & Management, 30, 100822.
  6. Li, X. (2023). Seasonality of rural tourism: a comparative analysis of 33 cities in China. Tourism Geographies, 25(5), 1359-1383.
  7. Zhang, K., Chen, Y., & Li, C. (2019). Discovering the tourists’ behaviors and perceptions in a tourism destination by analyzing photos’ visual content with a computer deep learning model: The case of Beijing. Tourism Management, 75, 595-608.
  8. Li, M., Yin, D., Qiu, H., & Bai, B. (2021). A systematic review of AI technology-based service encounters: Implications for hospitality and tourism operations. International Journal of Hospitality Management, 95, 102930.
  9. Tussyadiah, I. (2020). A review of research into automation in tourism: Launching the Annals of Tourism Research Curated Collection on Artificial Intelligence and Robotics in Tourism. Annals of Tourism Research, 81, 102883.
  10. Zhang, K., Chen, Y., & Li, C. (2019). Discovering the tourists’ behaviors and perceptions in a tourism destination by analyzing photos’ visual content with a computer deep learning model: The case of Beijing. Tourism Management, 75, 595-608.
  11. Yadav, K., et al. (2021, January). Clustering based rewarding algorithm to detect adversaries in federated machine learning based iot environment. In 2021 IEEE International Conference on Consumer Electronics (ICCE) (pp. 1-6). IEEE.
  12. Orea-Giner, A., Muñoz-Mazón, A., Villacé-Molinero, T., & Fuentes-Moraleda, L. (2022). Cultural tourist and user experience with artificial intelligence: a holistic perspective from the Industry 5.0 approach. Journal of Tourism Futures.
  13. Majid, G. M., Tussyadiah, I., Kim, Y. R., & Pal, A. (2023). Intelligent automation for sustainable tourism: a systematic review. Journal of Sustainable Tourism, 31(11), 2421-2440.

Cite As

Oktriono K. (2024) The Role of Artificial Intelligence (AI) in Rural Tourism Development: Community Empowerment Matters, Insights2Techinfo, pp.1

69890cookie-checkThe Role of Artificial Intelligence (AI) in Rural Tourism Development: Community Empowerment Matters
Share this:

Leave a Reply

Your email address will not be published.