<p>In an increasingly digitalized world, advanced technologies reshape tourism business practices. This study examines the influence of perceived usefulness, ease of use, awareness, attitude, and government support on the adoption of sustainable tourism practices among Chinese entrepreneurs. Additionally, the moderating role of social influence is explored. Data were collected from 358 entrepreneurs in China using a survey questionnaire, and hypotheses were tested using partial least squares structural equation modeling (PLS-SEM) using SmartPLS-4. The results reveal that perceived usefulness, ease of use, awareness, and attitude significantly influence the adoption of sustainable tourism practices, with government support playing a critical role. Furthermore, social influence moderates certain relationships in the model. These findings contribute to the literature on sustainable tourism and highlight the importance of technological awareness, positive attitudes, and government support in promoting sustainable business practices. Practical implications include enhancing awareness campaigns, improving government incentives, and leveraging social influence to foster sustainability in tourism.</p>