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valuable, and inimitable resources -such as advanced technological capabilities and skilled
human capital - are critical drivers of sustained competitive advantage (Barney & Clark,
2007). In the context of tourism, AI is no longer seen as merely a supplementary
operational tool, but rather as a strategic resource and a driving force that fundamentally
reshapes value creation, efficiency, and market responsiveness. However, for small and
medium-sized enterprises (SMEs), simply acquiring technology is insufficient; they must
cultivate "AI readiness" to effectively leverage these systems. Concurrently, socio-
ecological resilience theory extends beyond the traditional focus on organizational
recovery, encompassing the capacity of the broader tourism system to adapt, reorganize,
and flourish following disruptions. By bridging these two theoretical lenses, this study
argues that the AI readiness of grassroots SMEs serves as a vital micro-foundation that
enhances their adaptive capacity, which in turn scales up to strengthen the overall
resilience and regenerative capacity of the destination ecosystem. In the context of
Vietnam, SMEs play a crucial role but are highly vulnerable to crises (Ha & Nong, 2021),
necessitating entrepreneurial and technological upgrades for post-pandemic recovery
(Ngoc & Ng, 2023).
2.2. SME AI readiness: A multidimensional construct
AI readiness within tourism SMEs is conceptualized as a multidimensional capacity
that enables firms to effectively deploy AI technologies to navigate uncertainty, optimize
operations, and enhance service delivery. Based on contemporary literature, this
construct comprises three core dimensions: Predictive analytics and operations, service
personalization, and AI-oriented human capital (Huang et al., 2021) .
- Predictive analytics and operations: A key facet of AI readiness is the ability to
leverage big data for operational efficiency and proactive decision-making. AI-driven
predictive analytics, utilizing machine learning and deep learning algorithms, enables
tourism enterprises to accurately forecast demand, anticipate market shifts, and optimize
resource allocation (Buhalis et al., 2019). Furthermore, these analytical capabilities
facilitate dynamic pricing strategies - allowing SMEs to adjust room rates or service prices
in real-time based on supply, competitor pricing, and contextual market conditions -
thereby maximizing revenue and ensuring operational resilience during both peak
seasons and periods of crisis.
- AI in service personalization: The capacity to tailor guest experiences is increasingly
critical in the competitive hospitality sector. AI significantly enhances personalization
through smart tools such as natural language processing (NLP)-powered chatbots, virtual
assistants, and recommendation systems. These technologies allow SMEs to provide
continuous 24/7 customer support, handle routine inquiries, and offer highly customized
travel itineraries or service recommendations based on an analysis of guest preferences,
booking history, and online behavior. This level of hyper-personalization not only
improves the immediate guest experience but also fosters long-term loyalty, which is
essential for business stability and recovery.
- AI-oriented human capital and culture: The successful integration of AI relies not
only on technology but heavily on workforce acceptance and capability. AI readiness
encompasses an organizational culture that embraces innovation and prioritizes the
continuous upskilling and reskilling of human capital. While AI automates repetitive tasks,
it also necessitates that employees develop new competencies to manage AI systems,
interpret data insights, and handle complex, emotionally nuanced customer interactions
that require an irreplaceable "human touch". Addressing employee resistance, mitigating

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