Sustainable innovation: Effects of big data and artificial intelligence on tourism firms; [Inovação sustentável: Os efeitos do big data e da inteligência artificial nas empresas do setor turístico]; [Innovación Sostenible: Efectos del Big Data e Inteligencia Artificial en las Empresas Turísticas]

Paper Details

Authors: Fernández-Jiménez T.; Delgado-Cruz A.; Vargas-Martínez E.E.

DOI: 10.58416/GCG.2026.V20.N2.03

Journal: Journal Globalization, Competitiveness and Governability

Year: 2026

Publisher: Georgetown University

Document Type: Article

Open Access: All Open Access; Gold Open Access

Cited by: 0

Abstract

This study examines the effect of big data on sustainable innovation and the mediating role of artificial intelligence adoption. Structural equation modeling was applied to data from 251 tourism firms. The results indicate that while big data has a significant effect on sustainable innovation, this effect may be limited. However, when incorporating artificial intelligence as a mediating variable, sustainability outcomes are strengthened. Big data and artificial intelligence transcend mere resources; they enable dynamic capabilities that reshape corporate strategy toward a balanced focus on economic, social, and environmental benefits. © 2026, The Author(s).

Keywords

artificial intelligence; big data; big data; big data; Innovación sostenible; Inovação sustentável; inteligencia artificial; inteligência artificial; sector turístico; setor de turismo; Sustainable innovation; tourism sector

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