AI-Enhanced Business Model Canvas for Sustainable Tourism

This study extends previous research on the Plaza Bukit Surga tourism destination, which previously used the Business Model Canvas (BMC) and SWOT analysis to identify weaknesses in marketing and resource utilization. To enhance strategic decision-making, this study integrates Artificial Intelligence (AI) into the BMC framework, resulting in an AI-Enhanced Business Model Canvas for sustainable tourism development. Data were derived from studies conducted between 2022 and 2024, including visitor and revenue records, and were complemented with recent Google Maps reviews collected in 2025. The reviews were analyzed using AI to identify patterns in visitor perception. The findings show that 83.50% of visitors express positive sentiment, particularly noting natural scenery, hospitality, and affordability, while negative sentiments highlight accessibility issues and limited facility maintenance. Integrating AI-driven insights strengthens the Customer Relationship, Value Proposition, and Revenue Streams components, producing a more adaptive and data-driven business model. Overall, the study demonstrates that combining traditional qualitative approaches with AI-based sentiment analysis can enhance strategic planning and support sustainable management in community-based tourism destinations