Artificial intelligence’s impact on theme parks’ competitiveness: role of information systems and organisational agility

Purpose This study aims to explore how information systems (IS) capabilities, organisational agility and artificial intelligence orientation (AIO) influence the competitive advantage (CA) of theme parks operated in the United Arab Emirates (UAE). Design/methodology/approach Data were collected using a survey of 341 theme park representatives. Partial least squares structural equation modelling was used to test the hypotheses and multigroup analysis was applied to examine the control variables. Findings The results show that theme parks with strong IS capabilities tend to achieve significant competitive edge. In addition, theme parks that are more agile outperform their competitors. However, although artificial intelligence (AI) tools are crucial, they do not necessarily strengthen the impact of these capabilities on a theme parks’ success. Practical implications Theme park operators should invest in technology that improves operational efficiency and customer service while building flexible organisational structures that swiftly adapt to market trends. Although AI is valuable, the real focus of UAE theme parks should be on strengthening their ability to adapt and effectively use IS, which directly contributes to a sustained CA. Originality/value This study uniquely integrates IS capabilities and agility with an AIO, offering fresh perspectives for theme parks in the UAE to navigate technological shifts. The findings suggest that successful digital adaptation relies on balancing technological capabilities with agile practices.