Main Article Content
Abstract
Cultural intelligence, including foreign language skills, is essential in tourism business services. However, it often remains a communication gap among many tourism entrepreneurs and international tourists. Meanwhile, the rapid development of AI technology presents new opportunities to bridge this gap through interactive-adaptive language learning, contextual translation, as well as creative content creation for tourism product promotion. This article discusses the potential integration of generative artificial intelligence (GenAI) and cultural intelligence (CQ) in encouraging tourism business model innovation in tourism entrepreneurship, particularly among micro and small enterprises (MSEs). This article employs qualitative descriptive method based on conceptual approach. The study critically evaluates the role of GenAI in enhancing the cultural intelligence, innovative tourism product development, and business model innovation (BMI). It is concluded that AI literacy and language competencies are fundamental aspects in digital transformation process toward sustainable smart tourism entrepreneurship practice.