PERAN ARTIFICIAL INTELLIGENCE DAN BIG DATA DALAM PENGEMBANGAN DESTINASI WISATA KOMUNITAS: STUDI PADA UMKM PARIWISATA DAN EKONOMI KREATIF DI JAWA TENGAH

This study aims to analyze the role of Artificial Intelligence (AI) and Big Data in the development of community-based tourism (CBT) destinations through the contribution of tourism and creative economy MSMEs in Central Java. A quantitative approach was applied by distributing questionnaires to 168 MSMEs in the tourism and creative economy sectors. Data were analyzed using multiple regression (SPSS) and Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The results show that AI has a positive and significant influence on CBT development with a coefficient of 0.412, while Big Data also shows a positive and significant influence with a coefficient of 0.367. Simultaneously, these two variables explain 52% of the variation in CBT development. These findings confirm that the use of digital technology, especially AI and Big Data, can strengthen the role of MSMEs in increasing the competitiveness of community-based tourism destinations. This study has important implications for digital transformation in the tourism and creative economy sectors in Indonesia, as well as encouraging collaboration between MSMEs, local governments, and local communities.