The Impact of Artificial Intelligence on Entrepreneurship and Innovation in Health Tourism: Case Study of Yazd Province

Background. Artificial intelligence plays a crucial role in transforming business models, driving entrepreneurial innovations, and enhancing the branding of tourism destinations. This research aims to examine the impact of artificial intelligence on various dimensions of entrepreneurial innovation to enhance destination branding in Yazd’s health tourism sector. Methods. This descriptive-survey study utilized a mixed-method approach. In the qualitative phase, purposive sampling and semi-structured interviews were conducted with 37 entrepreneurs and experts yielding the identification and validation of 15 key factors through qualitative content analysis and inter-coder agreement (Cohen’s kappa = 0.82). In the quantitative phase, fuzzy cognitive mapping, social network analysis, and scenario simulations were conducted using FCMapper and UCINET. Results. The findings indicate that artificial intelligence influences entrepreneurship and branding through various mechanisms. Specifically, the implementation of combined recommendation systems has enabled the provision of personalized treatment and leisure packages, resulting in a new revenue model. A health tracking platform for travelers has significantly improved logistics management and post-treatment follow-up, thereby increasing tourist satisfaction and reinforcing brand loyalty to the destination. Moreover, augmented reality-based health tourism, which creates immersive and unique experiences (such as digital recreations of historical medical manuscripts), has been identified as the most crucial factor in attracting audiences and differentiating the Yazd brand. Scenario simulations revealed that the simultaneous activation of these three key factors produces synergistic effects, thereby enhancing overall performance. Conclusion. The results indicate that leveraging AI can create structural innovations in business models, help address Yazd's specific regional challenges (such as resource management), and ultimately enhance the competitiveness and brand of the province's health tourism destination through unique value propositions.