Business Process Management as a Foundation for Human–AI Synergy in Community-Based Tourism: Evidence from the Shiripuno Community Tourism Center in Ecuador

To examine how Business Process Management (BPM) can support digital transformation and future human–AI collaboration in community-based tourism organizations through the optimization of visitor experience and operational efficiency. A mixed-methods approach was employed, combining direct observation (n=15), key informant interviews (n=15), document analysis, and visitor surveys (n=387). Operational processes were analyzed using the BPM AS-IS/TO-BE framework. The study identified critical operational bottlenecks in visitor registration, food service delivery, and reservation management. The proposed BPM model projects a 40% reduction in processing time and a 35% increase in operational satisfaction. Findings suggest that process standardization enhances organizational readiness for future digital technologies, including AI-supported service delivery. The proposed framework provides community-based tourism organizations with a pathway toward digital transformation while preserving cultural authenticity and community governance structures. This study extends BPM research in tourism by positioning process optimization as a precursor to human–AI collaboration and digital transformation in indigenous community-based tourism settings.