Abstract
This study examines the effect of big data on sustainable innovation and the mediating role of artificial intelligence adoption. Structural equation modeling was applied to data from 251 tourism firms. The results indicate that while big data has a significant effect on sustainable innovation, this effect may be limited. However, when incorporating artificial intelligence as a mediating variable, sustainability outcomes are strengthened. Big data and artificial intelligence transcend mere resources; they enable dynamic capabilities that reshape corporate strategy toward a balanced focus on economic, social, and environmental benefits.
Keywords: Sustainable innovation, big data, artificial intelligence, tourism sector.