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All Journal Journal Sampurasun : Interdisciplinary Studies for Cultural Heritage
Antonio P. Catalig, MSc, MPH, Migel
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Humanities Computer Science & IT Education Industrial & Manufacturing Engineering Social Sciences

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Examining Bureaucracy Openness To Artificial Intelligence Use In The Promotion Of Cultural Programs In Selected Philippine Local Government Units Salazar, DPA, Gina S.; Antonio P. Catalig, MSc, MPH, Migel; Gabriel Salazar, Mikaela S.
SAMPURASUN Vol 11 No 2 (2025): Sampurasun Vol. 11 No. 2 - 2025
Publisher : Lembaga Penelitian Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/sampurasun.v11i2.29088

Abstract

Emerging as the latest technological innovation, Artificial Intelligence (AI) has effected drastic changes in the conduct of bureaucratic processes in government agencies. This qualitative multiple case study outlines how the personnel of Tourism Offices of three Local Government Units (LGUs) in the province of Bulacan in the Philippines are acceptant of the use of AI in cultural program promotions. The researchers explored the openness of the bureaucracy to AI use in cultural promotions. For this purpose, the Bureaucracy Openness to Artificial Intelligence Conceptual Framework, a modified version of Technology-Organization-Environment framework, was utilized to determine factors that encourage openness to AI use in LGUs. In-depth Email Interviews with Tourism Office personnel of the LGUs were conducted to discover how openness is shaped by different factors and contribute to the effectiveness and efficiency of cultural promotions. Organizational and cultural factors contributory to openness were discovered to be common among LGUs. Environmental factors were found to be non-determinants of openness to AI use in two cases; technological factors, in one case. Two LGUs are certain that openness to AI tools contributes to cultural promotion effectiveness and efficiency. The research findings provide evidence on the positive attitude of LGUs towards AI usage in cultural program promotions.
Co-Authors Gabriel Salazar, Mikaela S. Salazar, DPA, Gina S.