From Automation to Authenticity: A Strategic Framework for AI-Integrated Cultural Heritage Destination Marketing in Indonesia

Abstract

The rapid integration of artificial intelligence into heritage tourism marketing poses challenges to cultural authenticity. Indonesia's 2025 launch of MAiA (Meticulous Artificial Intelligence of Indonesia) pressures sixteen Destination Management Organizations to adopt AI while preserving authentic cultural narratives. This article develops a strategic framework synthesizing strategic management, destination branding, cultural heritage preservation, and technology adoption. Using conceptual framework development methodology, the research grounds analysis in Borobudur Temple's DMO, a UNESCO World Heritage Site. The framework comprises four interconnected layers: Strategic Management, Authenticity Preservation, Cultural Heritage Safeguarding, and Technology Adoption Strategy, guided by five principles: authenticity-first, community-centric, transparency, phased implementation, and ethical precedence. The framework operationalizes through four phases: readiness assessment, pilot implementation, mainstream integration, and continuous optimization. Research demonstrates that deliberate governance structures, community participation, and ethical constraints enable heritage destinations to integrate AI responsibly while maintaining cultural authenticity. The article provides recommendations for DMO leaders, policymakers, technology providers, and researchers. Findings emphasize that community-centric governance and cultural preservation prioritization enable responsible technological innovation. The framework addresses immediate strategic decisions for Indonesia's DMOs during formative AI adoption phases, offering precedent for global heritage tourism governance.