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June 27, 2026Consumer Behavior in Tourism and Hospitality

A design science prototyping framework for GenAI in medical hospitality

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Authors

KSKareem M. SelemSuez Canal University

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Implication

Randomized trial tests a GenAI prototyping platform to enhance patient experience and trust in medical hospitality, suggesting effective service design can improve outcomes.

Key Points

  • This research aims to explore how generative artificial intelligence principles influence patient experience and trust in medical hospitality.
  • Utilized iterative prototyping and simulation-based usability testing
  • Conducted interdisciplinary codesign with clinicians, hospitality managers, and technology developers
  • Grounded in design science research principles.
  • GenAI-enabled systems enhanced patient trust by promoting personalized experiences
  • Survey feedback indicated increased service use and satisfaction in medical hospitality settings
  • Highlighted importance of ethical design in integrating clinical and hospitality services.

Cite This Study

Kareem M. Selem (2026) studied this question.

synapsesocial.com/papers/6a3f69a5aea7db3c195405fbhttps://doi.org/10.1108/cbth-02-2026-0071
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