Published
2025-09-29
Section
Research Articles
License
Copyright (c) 2025 Xiaoshan Tan, Nor Atiah Binti Ismail*, Mohd Kher Bin Hussein

This work is licensed under a Creative Commons Attribution 4.0 International License.
The journal adopts the Attribution-NonCommercial 4.0 International (CC BY-NC 4.0), which means that anyone can reuse and redistribute the materials for non-commercial purposes as long as you follow the license terms and the original source is properly cited.
Author(s) shall retain the copyright of their work and grant the Journal/Publisher rights for the first publication with the work concurrently licensed since 2023 Vol.8 No.2.
Under this license, author(s) will allow third parties to download, reuse, reprint, modify, distribute and/or copy the content under the condition that the authors are given credit. No permission is required from the authors or the publisher.
This broad license intends to facilitate free access, as well as the unrestricted use of original works of all types. This ensures that the published work is freely and openly available in perpetuity.
By providing open access, the following benefits are brought about:
- Higher Visibility, Availability and Citations-free and unlimited accessibility of the publication over the internet without any restrictions increases citation of the article.
- Ease of search-publications are easily searchable in search engines and indexing databases.
- Rapid Publication – accepted papers are immediately published online.
- Available for free download immediately after publication at https://esp.as-pub.com/index.php/ESP

Copyright Statement
1.The authors certify that the submitted manuscripts are original works, do not infringe the rights of others, are free from academic misconduct and confidentiality issues, and that there are no disputes over the authorship scheme of the collaborative articles. In case of infringement, academic misconduct and confidentiality issues, as well as disputes over the authorship scheme, all responsibilities will be borne by the authors.
2. The author agrees to grant the Editorial Office of Environment and Social Psychology a licence to use the reproduction right, distribution right, information network dissemination right, performance right, translation right, and compilation right of the submitted manuscript, including the work as a whole, as well as the diagrams, tables, abstracts, and any other parts that can be extracted from the work and used in accordance with the characteristics of the journal. The Editorial Board of Environment and Social Psychology has the right to use and sub-licence the above mentioned works for wide dissemination in print, electronic and online versions, and, in accordance with the characteristics of the periodical, for the period of legal protection of the property right of the copyright in the work, and for the territorial scope of the work throughout the world.
3. The authors are entitled to the copyright of their works under the relevant laws of Singapore, provided that they do not exercise their rights in a manner prejudicial to the interests of the Journal.
About Licence
Environment and Social Psychology is an open access journal and all published work is available under the Creative Commons Licence, Authors shall retain copyright of their work and grant the journal/publisher the right of first publication, and their work shall be licensed under the Attribution-NonCommercial 4.0 International (CC BY-NC 4.0).
Under this licence, the author grants permission to third parties to download, reuse, reprint, modify, distribute and/or copy the content with attribution to the author. No permission from the author or publisher is required.
This broad licence is intended to facilitate free access to and unrestricted use of original works of all kinds. This ensures that published works remain free and accessible in perpetuity. Submitted manuscripts, once accepted, are immediately available to the public and permanently accessible free of charge on the journal’s official website (https://esp.as-pub.com/index.php/ESP). Allowing users to read, download, copy, print, search for or link to the full text of the article, or use it for other legal purposes. However, the use of the work must retain the author's signature, be limited to non-commercial purposes, and not be interpretative.
Click to download <Agreement on the Licence for the Use of Copyright on Environmental and Social Psychology>.
How to Cite
Evaluation of AI, communication, and social behavior in ancient Chinese villages: A systematic review of tourism's role in resident adaptation
Xiaoshan Tan
Universiti Putra Malaysia
Nor Atiah Binti Ismail
Universiti Putra Malaysia
Mohd Kher Bin Hussein
Universiti Putra Malaysia
DOI: https://doi.org/10.59429/esp.v10i9.3573
Keywords: artificial intelligence; cultural heritage; social adaptation; tourism; ancient Chinese villages
Abstract
This study explores how artificial intelligence (AI) affects communication practices and social adaptation among residents in ancient Chinese villages, particularly through its role in tourism development and cultural heritage preservation. It seeks to understand the dual impact of AI as a driver of rural transformation and a disruptor of cultural continuity. A systematic literature review was conducted using five academic databases: JSTOR, Google Scholar, Web of Science, Scopus, and ProQuest. Studies published between 2021 and 2024 were selected based on strict inclusion criteria focusing on rural tourism in China, AI technologies, and resident adaptation. Boolean logic was applied to combine keywords and refine search precision. AI supports tourism through smart management platforms, virtual reality heritage tours, and intelligent visitor services. These technologies enhance cultural engagement and economic development. Translation tools improve communication between locals and tourists, while AI-based hospitality systems strengthen rural infrastructure. However, findings also reveal that older residents struggle to adapt to AI, and overuse of AI marketing risks cultural commodification. Traditional storytelling practices shift due to generational differences in AI use. AI serves as a powerful force for rural economic and cultural advancement, but it also introduces risks of community disconnection and cultural erosion. Sustainable integration of AI requires balancing innovation with preservation of traditional values. The study recommends inclusive AI education programs, ethical frameworks for AI deployment, and culturally sensitive tourism governance policies. Efforts should focus on protecting intangible heritage while enabling digital growth. This study is original in its specific focus on the intersection of AI, tourism, and social adaptation in ancient Chinese villages a topic largely underrepresented in current literature. It addresses the gap in understanding rural responses to digital transformation. Academic contributions include theoretical insights on AI-driven cultural adaptation. Practically and politically, the research informs policymakers, tourism planners, and technology developers working at the intersection of heritage and innovation.
References
[1]. 1.Acikgoz, F., Elwalda, A., & De Oliveira, M. J. (2023). Curiosity on cutting-edge technology via theory of planned behavior and diffusion of innovation theory. International Journal of Information Management Data Insights, 3(1), 100152.
[2]. 2.Bernard, J., Steinführer, A., Klärner, A., & Keim-Klärner, S. (2023). Regional opportunity structures: A research agenda to link spatial and social inequalities in rural areas. Progress in Human Geography, 47(1), 103–123. https://doi.org/10.1177/03091325221139980
[3]. 3.Boboc, R. G., Băutu, E., Gîrbacia, F., Popovici, N., & Popovici, D.-M. (2022). Augmented reality in cultural heritage: An overview of the last decade of applications. Applied Sciences, 12(19), 9859.
[4]. 4.Bozdag, A. A. (2023). AIsmosis and the pas de deux of human-AI interaction: Exploring the communicative dance between society and artificial intelligence. Online Journal of Communication and Media Technologies, 13(4), e202340.
[5]. 5.Buonocore, F., Annosi, M. C., de Gennaro, D., & Riemma, F. (2024). Digital transformation and social change: Leadership strategies for responsible innovation. Journal of Engineering and Technology Management, 74, 101843.
[6]. 6.Helsper, E. (2021). The digital disconnect: The social causes and consequences of digital inequalities. https://www.torrossa.com/gs/resourceProxy?an=5019480&publisher=FZ720 0
[7]. 7.Huang, G.-Q., & Tsai, F.-S. (2021). Social Innovation for Food Security and Tourism Poverty Alleviation: Some Examples From China. Frontiers in Psychology, 12, 614469. https://doi.org/10.3389/fpsyg.2021.614469
[8]. 8.Jamshed, K., Shah, S. H. A., Jebli, F., & Al-Ghazali, B. M. (2024). Smart destinations and artificial intelligence for rethinking and rebuilding tourism: Case from China and Hong Kong. In The Role of Artificial Intelligence in Regenerative Tourism and Green Destinations (pp. 115–128). Emerald Publishing Limited. https://www.emerald.com/insight/content/doi/10.1108/978-1-83753-746-420 241008/full/html
[9]. 9.Li, J., & Yu, J. (2025). Research on Interactive Design Strategies of Rural Landscape from the Perspective of Integration of Digital Technology and Artificial Intelligence. In Lecture Notes in Computer Science (pp. 349–361). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-93733-0_22
[10]. 10.Mahto, M. K., & Rajavikram, G. (2025). Fundamentals of AI and communication networks: Applications in human social activities. In Intelligent Networks (pp. 1–17). CRC Press. https://www.taylorfrancis.com/chapters/edit/10.1201/9781003541363- 1/fund amentals-ai-communication-networks-manoj-kumar-mahto-rajavikram
[11]. 11.Menzli, L. J., Smirani, L. K., Boulahia, J. A., & Hadjouni, M. (2022). Investigation of open educational resources adoption in higher education using Rogers’ diffusion of innovation theory. Heliyon, 8(7). https://www.cell.com/heliyon/fulltext/S2405- 8440(22)01173-2
[12]. 12.Min, S., So, K. K. F., & Jeong, M. (2021). Consumer adoption of the Uber mobile application: Insights from diffusion of innovation theory and technology acceptance model. In Future of tourism marketing (pp. 2–15). Routledge. https://www.taylorfrancis.com/chapters/edit/10.4324/9781003176039-2/cons umer- adoption-uber-mobile-application-insights-diffusion-innovation-theory- technology- acceptance-model-somang-min-kevin-kam-fung-miyoung-jeong
[13]. 13.Mu, Q., & Aimar, F. (2022). How are historical villages changed? A systematic literature review on European and Chinese cultural heritage preservation practices in rural areas. Land, 11(7), 982.
[14]. 14.Nag, A. (2024). Local development and tourism competitiveness: Analyzing the economic impact of heritage tourism initiatives. In Gastronomic Sustainability Solutions for Community and Tourism Resilience (pp. 160–190). IGI Global. https://www.igi-global.com/chapter/local-development-and-tourism-competit iveness/344643
[15]. 15.Olutimehin, D. O., Falaiye, T. O., Mikki Ewim, C. P.-, & Ibeh, A. I. (2021). Developing a Framework for Digital Transformation in Retail Banking Operations. International Journal of Multidisciplinary Research and Growth Evaluation, 2(1), 608–622. https://doi.org/10.54660/.ijmrge.2021.2.1.608-622
[16]. 16.Pioli, M. (2024). Museums of the future: Digitalisation as a new form of communication. http://dspace.unive.it/handle/10579/26621
[17]. 17.Qian, Z., Fu, J., & Zhou, Y. (2024). Gaining Technological Autonomy and Soci- emotional Support: A Case Study of How and Why Chinese Older Adults Engage with a Semi-acquaintance Online Community. Proceedings of the ACM on Human- Computer Interaction, 8(CSCW2), 1–35. https://doi.org/10.1145/3686980
[18]. 18.Qin, R. J., & Leung, H. H. (2021). Becoming a traditional village: Heritage protection and livelihood transformation of a Chinese village. Sustainability, 13(4), 2331.
[19]. 19.Rahman, E. Z., Aziz, S., Shah, S. B. A., & Asrifan, A. (2024). The Effect of the Regenerative Tourism Movement on the Global Industry and the Role of Artificial Intelligence. In A. Alnoor, G. E. Bayram, C. XinYing, & S. H. A. Shah (Eds.), The Role of Artificial Intelligence in Regenerative Tourism and Green Destinations (pp. 165– 183). Emerald Publishing Limited. https://doi.org/10.1108/978-1-83753-746- 420241011
[20]. 20.Rane, N., Choudhary, S., & Rane, J. (2023). Sustainable tourism development using leading-edge artificial intelligence (AI), blockchain, internet of things (IoT), augmented reality (AR) and virtual reality (VR) technologies. Blockchain, Internet of Things (IoT), Augmented Reality (AR) and Virtual Reality (VR) Technologies (October 31, 2023). https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4642605
[21]. 21.Roy, K., Paul, U. K., Tiwari, S., & Mookherjee, A. (2024). Impact of electronic word of mouth (e-WOM) on purchasing decisions: An empirical study. Benchmarking: An International Journal. https://www.emerald.com/insight/content/doi/10.1108/bij- 08-2024-0642/full/ html
[22]. 22.Song, Y., & Liao, C. (2022). Structural Materials, Ventilation Design and Architectural Art of Traditional Buildings in Guangdong, China. Buildings, 12(7), 900.
[23]. 23.Soundarya, M., Deborah, R. N., Sivakarthi, G., & Vinora, A. (2025). Artificial Intelligence in Tourism. In Advancing Smart Tourism Through Analytics (pp. 41–64). IGI Global Scientific Publishing. https://www.igi-global.com/chapter/artificial- intelligence-in-tourism/362477
[24]. 24.Steiber, A., Alänge, S., Ghosh, S., & Goncalves, D. (2021). Digital transformation of industrial firms: An innovation diffusion perspective. European Journal of Innovation Management, 24(3), 799–819.
[25]. 25.Wang, X. (2022). Artificial Intelligence in the Protection and Inheritance of Cultural Landscape Heritage in Traditional Village. Scientific Programming, 2022, 1–11. https://doi.org/10.1155/2022/9117981
[26]. 26.Wolf, C. (2022). Diffusion of Innovations. In R. Spiller, C. Rudeloff, & T. Döbler (Eds.), Schlüsselwerke: Theorien (in) der Kommunikationswissenschaft (pp. 151–170). Springer Fachmedien. https://doi.org/10.1007/978-3-658-37354-2_10
[27]. 27.Xiao, M., Luo, S., & Yang, S. (2024). Synergizing Technology and Tradition: A Pathway to Intelligent Village Governance and Sustainable Rural Development. Journal of the Knowledge Economy. https://doi.org/10.1007/s13132-024-01937-6
[28]. 28.Xu, Q., & Wang, J. (2021). Recognition of values of traditional villages in southwest China for sustainable development: A case study of Liufang Village. Sustainability, 13(14), 7569.
[29]. 29.Yanan, L., Ismail, M. A., & Aminuddin, A. (2024). How has rural tourism influenced the sustainable development of traditional villages? A systematic literature review. Heliyon, 10(4). https://www.cell.com/heliyon/fulltext/S2405-8440(24)01658-X
[30]. 30.Yang, C., & Mustafa, S. E. (2024). The Application and Challenges of Cross-Cultural Translation and Communication in the National Museum of China under the Perspective of Artificial Intelligence. Eurasian Journal of Applied Linguistics, 10(3), 214–229.
[31]. 31.Yu, H. (2024). Application of the artificial intelligence system based on graphics and vision in ethnic tourism of subtropical grasslands. Heliyon, 10(11). https://www.cell.com/heliyon/fulltext/S2405-8440(24)07473-5
[32]. 32.Zhang, L., Lu, P., Lau, R., Yan, L., Li, X., Yang, R., Leung, H. H., Chen, P., & Wang, X. (2021). Unique traditional villages on the Loess Plateau of China: Historic evolution and challenges to sustainable development of silo-caves. Heritage Science, 9(1), 118. https://doi.org/10.1186/s40494-021-00591-4
[33]. 33.Zhou, J., Yu, L., & Choguill, C. L. (2021). Co-evolution of technology and rural society: The blossoming of taobao villages in the information era, China. Journal of Rural Studies, 83, 81–87.






