Integrating Artificial Intelligence and Business Regulations to Enhance Value in Culinary Cultural Tourism

Abstract

Gastronomy tourism within the coastal tourism clusters of Eastern Thailand has been significantly affected by digital transformation and the complex dynamics of the supply chain. Local entrepreneurs and communities face challenges in leveraging modern digital advancements due to limited knowledge of relevant regulations and technologies, which hampers their ability to maintain a competitive edge in the market. This study aims to explore the application of Artificial Intelligence (AI) and business regulations to enhance and optimize efficiency for local entrepreneurs and communities within the digital supply chain of the gastronomy tourism sector. A mixed-methods research design was employed, integrating both qualitative and quantitative data collection techniques. Surveys and interviews were conducted with local entrepreneurs and regulatory authorities in the coastal tourism clusters of Chonburi, Chanthaburi, Rayong, and Trat. The findings indicate a positive impact of AI applications on the efficiency, responsiveness, and adaptability of the digital supply chain in gastronomy tourism. This includes real-time data analysis, demand forecasting, customer response automation, food value analysis, image preparation, and menu categorization. However, stringent regulations were identified as double-edged swords—they are necessary for ethical compliance and standardization but often restrict innovation. The research highlights the need for developing a balanced ecosystem by advocating for regulatory frameworks that promote innovation while protecting stakeholder interests. It suggests implementing customized training programs on “The Application of AI and Business Regulations in the Gastronomy Industry” for local entrepreneurs and communities. Furthermore, fostering public-private partnerships can enhance access to AI technology, enabling local entrepreneurs to leverage AI for increasing economic benefits within their communities. This study provides recommendations for future legal research, the BCG model, and policy development aimed at achieving inclusive, sustainable, and technologically integrated growth in the gastronomy tourism industry.