Generative artificial intelligence (GAI) offers important opportunities for the hospitality and
tourism (HT) industry in the context of operations, design, marketing, destination …

Purpose The hospitality and tourism sector has witnessed phenomenal growth in customer
numbers during the postpandemic times. This growth has been accompanied by the use of …

Purpose This study reviews existing research and current applications of artificial
intelligence (AI) in the hospitality and tourism industry. It further proposes a new evaluation …

ABSTRACT Understanding how Artificial Intelligence (AI) impacts organizational functions
supports stakeholders to prepare accordingly and profit from these developments. Adopting …

This study aims to comprehensively synthesize existing literature on AI in tourism,
highlighting key themes, strengths, and limitations, and illuminating pathways for future …

Objective: The objective of the article is to provide a comprehensive identification and
understanding of the challenges and opportunities associated with the use of generative …

The advent of generative artificial intelligence (GAI) has sparked both enthusiasm and
anxiety as different stakeholders grapple with the potential to reshape the business and …

How does ChatGPT, and other forms of Generative Artificial Intelligence (GenAI) affect the
way we have been conducting—and evaluating—academic research, teaching, and …

Purpose The technology acceptance model (TAM) is a widely used framework explaining
why users accept new technologies. Still, its relevance is questioned because of evolving …

Purpose This study aims to review the progress of research on artificial intelligence (AI)
relating to the hospitality and tourism industry, focusing on the content, focal points, key …