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Grounded in the Natural Resource-Based View (NRBV), this study examines the influence of Artificial Intelligence (AI) and Big Data Analytics (BDA) on eco-innovation in tourism SMEs to address a critical gap in the sustainability literature. The analysis tests a sequential mediation model using Partial Least Squares Structural Equation Modeling (PLS-SEM) and survey data from 220 Spanish tourism firms.
As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
