The Mechanism of Artificial Intelligence--Enabled Strategic Decision-Making in Cultural Tourism Enterprises: A Perspective of Dynamic Activation of Cultural Resources

Abstract

The integration of artificial intelligence (AI) into cultural tourism enterprises marks a significant shift from operational automation to strategic decision-making. While prominent institutions like the Palace Museum and Dunhuang Academy in China have pioneered innovative AI applications, existing research largely treats AI merely as a tactical tool or assumes that cultural resources possess a fixed strategic value. This perspective overlooks how AI dynamically activates heritage assets through continuous audience interaction. To address this critical gap in the literature, this study employs a qualitative comparative case study methodology, rigorously analyzing empirical data from semi-structured interviews (n=12), internal strategy documents spanning from 2020 to 2024, and comprehensive audits of AI-driven platforms at both institutions. The findings reveal a recursive "Dynamic Activation Loop" comprising three distinct phases: sensing real-time audience signals, interpreting emergent cultural meanings via advanced machine learning algorithms, and strategically activating heritage elements through immersive exhibitions, intellectual property development, or interactive narrative design. The Palace Museum emphasizes the amplification of dominant historical narratives for broader commercial resonance, whereas Dunhuang prioritizes the discovery of marginalized voices to enhance educational depth, with both approaches governed by strict ethical review mechanisms. Theoretically, this study extends dynamic capabilities theory by conceptualizing cultural resources as inherently fluid and relationally constituted. Practically, it offers a robust, context-sensitive model for heritage organizations to effectively harness AI technologies while safeguarding cultural authenticity, social inclusivity, and curatorial integrity in an era of rapid digital transformation.