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Abstract

This research examines the impact of AI technology on the quality of tourist experiences at cultural heritage sites, utilizing an integrated Technology-Organization-Environment (TOE) framework. Analyzing 200 UNESCO World Heritage Sites with 52,847 reviews (2020-2024) using Structural Equation Modeling, we found AI creates dual value pathways: conservation technology enhances heritage value (β=0.45, p<0.001), which strongly influences experience quality (β=0.51, p<0.001), while tourism technology strengthens immersive experiences (β=0.58, p<0.001), which also enhance quality (β=0.36, p<0.001). Both paths significantly improve tourist experience quality, with direct effects of β=0.21 (p<0.01) and β=0.34 (p<0.001) respectively. The integrated model explains 59% of experience quality variance (R²=0.59), superior to alternative specifications. Multi-group analysis reveals technology readiness significantly moderates direct effects (Δβ=0.24-0.25), with sophisticated visitors showing 2-3 times stronger responses, while heritage value appreciation remains universal across digital literacy levels. Findings demonstrate AI enhances rather than diminishes authenticity, with cognitive-emotional appreciation surpassing technological immersion in driving satisfaction.

Keywords

Artificial intelligence Cultural heritage tourism Tourist experience quality Structural equation modeling Technology-Organization-Environment framework

Article Details

Author Biographies

Ying Long, Institute of Science, Innovation and Culture, Rajamangala University of Technology Krungthep, Bangkok,10120, Thailand

Ying Long is currently pursuing a Ph.D. degree at the Institute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Thailand. Her research direction is Tourist Experience Quality.

Daranee Pimchangthong, Institute of Science, Innovation and Culture, Rajamangala University of Technology Krungthep, Bangkok,10120, Thailand

Daranee Pimchangthong is an Assoc. Prof. at Rajamangala University of Technology Krungthep, Thailand. Daranee Pimchangthong is supervisor.

Kang Li, Institute of Science, Innovation and Culture, Rajamangala University of Technology Krungthep, Bangkok,10120, Thailand

Kang Li is currently pursuing a Ph.D. degree at the Institute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Thailand. His research direction is human resource management.

How to Cite
Long, Y., Pimchangthong, D., & Li, K. (2025). AI-enabled factors influencing cultural heritage conservation and tourism development towards tourist experience quality. Future Technology, 5(1), 159–167. Retrieved from https://fupubco.com/futech/article/view/613
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