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February 28, 2026Tourism Review0 citations

Navigating Generative AI Use in Tourism and Hospitality

Navigating generative AI use in tourism and hospitality: how trust and ethics shape human-machine information interaction of practitioners

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Authors

HZHairong ZhaoBYBocong YuanBZBeining Zhang

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Overview

Qualitative study examines how trust and ethics shape information seeking in tourism practitioners, suggesting pathways for responsible AI use.

Key Points

  • This research investigates how trust and ethics influence the use of generative AI by tourism and hospitality practitioners.
  • In-depth interviews with tourism account operators and hotel staff
  • Data analyzed using thematic analysis to identify patterns and themes
  • Focus on perceptions of trust and ethics regarding AI
  • Mind perception enhances employees' technical trust and their willingness to explore AI tools.
  • Sociotechnical concerns negatively impact technical trust and exploration willingness.
  • Ethical recognition of AI rights supports exploration willingness among employees.
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Cite This Study

Zhao et al. (2026) studied this question.

synapsesocial.com/papers/69a287130a974eb0d3c027c8https://doi.org/10.1108/tr-07-2025-0740
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1From bias to trust: Ethical perceptions and trust formation in GAI-driven automated decision-making in tourism2026
  2. 2Generative AI in hospitality and tourism: a dual-stakeholder perspective on tourist and workforce experience dynamics2026 · 4 citations
  3. 3Generative AI and ethical travel engagement: a cognitive–affective–behavioral approach in smart tourism destinations2026 · 4 citations
  4. 4Integrating AI ethics to foster employee happiness in high-interaction tourism workplaces2026
  5. 5Building Trust Through Empathetic AI: A Mixed‐Methods Study on Anthropomorphic Artificial Intelligence Driving Sustainable Consumer Behavior in Tourism2026 · 2 citations