An Artificial Intelligence-Based Smart Virtual Culture–Tourism Model: Integrating Tourism and Majalengka’s SMEs to Enhance the Customer Delight Experience

Abstract

Majalengka possesses substantial cultural, natural, and creative economy potential; however, its tourism development remains constrained by limited destination awareness, fragmented digital information, insufficient cultural narratives, and weak integration between tourist destinations and micro, small, and medium enterprises (MSMEs). This study aimed to design and conduct an initial validation of an artificial intelligence-based Smart Virtual Culture–Tourism model that integrates personalized tourism recommendations, virtual cultural content, and an MSME marketplace to enhance the Customer Delight Experience. The study employed a combination of Research and Development, Design Thinking, Co-Creation, R.A.I.S.E., and CRISP–DM approaches. Data were collected through interviews, focus group discussions, observations, document reviews, questionnaires, co-creation workshops, usability testing, and user validation involving tourism stakeholders, cultural communities, government agencies, MSME actors, and tourists. The findings revealed low initial cultural awareness (2.40) but a very high demand for personalized experiences (4.60). Prototype testing achieved task-success rates ranging from 80% to 100%, while validation results showed scores of 4.38 for Customer Delight Experience, 4.53 for destination brand awareness, 4.25 for engagement, 4.20 for AI feature quality, and 4.50 for marketplace and repeat intention. Users particularly valued route-based recommendations, cultural narratives, and nearby MSME discovery features. The model demonstrated preliminary conceptual and functional feasibility in strengthening destination identity, tourist engagement, and MSME market access; however, large-scale technical testing and causal validation are still required.