Chapter 1: Does AI Have an Effective Role in Applying Sustainable Entrepreneurship in the Tourism Industry?

This study explores the potential of artificial intelligence (AI) in fostering sustainable entrepreneurship within the tourism industry. The rapid growth of the tourism sector has raised concerns regarding its environmental impact, social equity and economic sustainability. Sustainable entrepreneurship offers a promising approach to address these challenges by integrating environmental, social and economic considerations into business practices. AI technologies, with their ability to process vast amounts of data, analyse patterns and make predictions, have the potential to support sustainable entrepreneurship initiatives in the tourism industry. By analysing the current literature, this study provides insights into the effective utilisation of AI to promote sustainable entrepreneurship in the tourism industry, while acknowledging the need for responsible and ethical AI implementation. The findings contribute to the understanding of how AI can be harnessed as a tool for driving sustainable practices and innovation in the tourism sector, ultimately leading to a more sustainable and responsible tourism industry.