Can GenAI be an ally for sustainable income generation through community-based tourism?
Sankalp Srivastava, Parijat Upadhyay, Dibyendu NandyPurpose
This study aims to examine how Generative artificial intelligence (AI) based tools and technology supports skill development and capability enhancement for indigenous community-based tourism (CBT) practitioners. Emerging tools can serve as an ally in promoting sustainable income generation, economic empowerment and social inclusion for communities offering tourism services in remote locations. The study focuses on indigenous populations in Northeast India, a region renowned for its cultural and ethnic diversity but facing significant socio-economic challenges.
Design/methodology/approach
The researchers implemented a qualitative constructivist grounded theory method to collect data through literature reviews and interviews and surveys which included indigenous stakeholders and CBT operators and policymakers as research participants. The researchers used MAXQDA software to analyze data through thematic and axial coding methods which enabled them to discover main dimensions and their related occurrences.
Findings
The results show that GenAI can effectively address digital skill deficiencies while enabling indigenous practitioners to work independently. The study presents an updated Ability–Motivation–Opportunity (AMO) framework which introduces “Challenges” as a new element and shows how “Community Support” functions as a vital moderator of individual motivation. The research results demonstrate that GenAI can effectively close digital skill gaps while enhancing indigenous people’s skills through CBT and promoting their independence and social connections. The system becomes inaccessible to users because digital infrastructure limitations and public knowledge deficiencies combine with policy development shortcomings.
Practical implications
Successful integration requires policy interventions which need to address digital infrastructure and literacy and regulatory trust. GenAI-mediated CBT through its ability to create sustainable communities (Sustainable Development Goal [SDG] 11) and reduce poverty (SDG 1) helps preserve tribal values and their cultural heritage. The research shows that targeted skill development programs need to exist together with policy measures which will help communities achieve their optimal GenAI benefits for sustainable income generation and employment.
Originality/value
This research addresses a severe dearth of literature regarding GenAI integration into indigenous homestay operations. The study presents an original theoretical framework which demonstrates through empirical evidence how advanced AI technologies link to environmental sustainability objectives in rural areas. There is very limited published literature on GenAI technology integration into homestay operations amongst indigenous communities. The findings of this study present unique insights which have not been documented in previous research.