This research examines the transformative impact of artificial intelligence (AI)-driven social media on rural tourism entrepreneurship. As global interest in sustainable rural tourism grows, this study seeks to comprehend how AI-driven digital platforms influence rural tourism entrepreneurs' development and economic resilience.
Through snowball sampling, 289 tourism entrepreneurs who have been using AI-driven social media for over two years to expand their reach and engage customers were identified in the Sundarbans area of India. Structured questionnaires were used to gather primary data on business metrics, including income changes attributed to AI-driven social media usage. The research utilizes the Wilcoxon signed-rank test, employing SPSS to examine participant income variations.
The results indicate AI-driven social media’s statistically significant positive effect on entrepreneurial income. This suggests that AI-driven content strategies, automated customer interactions and tailored marketing enable entrepreneurs to surmount geographical barriers and access diverse markets.
This study offers substantial practical contributions, providing valuable insights into the economic advantages of promoting AI-driven platforms in rural tourism for policymakers, tourism boards, digital service providers and the rural tourism entrepreneurs.
This research is novel in examining how AI-driven social media supports rural tourism entrepreneurship. It focuses on AI tools like automated content creation and sentiment analysis to improve marketing, customer interaction and strategic choices. By overcoming barriers such as limited market access and digital literacy, AI enables broader outreach and informed decision-making. These processes contribute to inclusive economic growth and sustainable rural development, offering fresh insights into the technological transformation of rural tourism enterprises.
