Promoting sustainable development goals through generative artificial intelligence in the digital supply chain: Insights from Chinese tourism <scp>SMEs</scp>

Abstract Interdisciplinary advancements, such as generative artificial intelligence (AI) and digital supply chains, can significantly contribute to achieving sustainable development goals (SDGs), particularly within tourism. This paper illuminates how it works well, focusing on the underexplored area of Environmental, Social, and Governance (ESG) performance within small and medium‐sized tourism enterprises (SMEs) in China. Through a survey of 429 international SMEs, we apply the Resource‐Based View and Dynamic Capabilities Theory to investigate how generative AI, such as ChatGPT, in digital supply chains can enhance innovation, collaboration, and, ultimately, ESG performance. The empirical findings underscore the pivotal role of generative AI in augmenting ESG performance via bolstering innovation and collaboration within digital supply chains. Additionally, the moderating effect of customer involvement positively influences the relationship between the digital supply chain and ESG performance. By demonstrating these relations, our study contributes to theoretical and practical efforts toward sustainable tourism and the broader achievement of the SDGs.