Framework and Strategic Approaches for Mazu Smart Tourism Using Artificial Intelligence

As an important intangible cultural heritage of the Chinese nation, Mazu culture possesses a profound historical transmission value. However, in the context of modern tourism, its transmission path is relatively uncomplicated, and there is a deficiency in interaction and sense of participation. To address this, this study proposes an AI-enabled smart tourism model, which aims to enhance the tourist experience through intelligent tours, personalised recommendations and data analysis, and to promote the digital protection and innovative communication of cultural heritage. This study provides a theoretical framework andpractical—strategies for the inheritance, international communication and digital development of Mazu culture.