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This study examines how artificial intelligence (AI) can foster knowledge building in hospitality and tourism education (HTE) through the Intelligent TPACK (ITPACK) framework, which extends the Technology Acceptance Model (TAM) and Technological Pedagogical Content Knowledge (TPACK). A dual-stage hybrid PLS-SEM-ANN approach was applied to data from 439 educators to assess the impact of constructs such as content knowledge, pedagogical knowledge, and technological readiness on AI adoption. Findings reveal that content knowledge is a key driver of intelligent pedagogical integration, while perceived ease of use and technological readiness influence educators’ intention to adopt AI tools. Organizational support strengthens AI-enabled pedagogy, whereas technological anxiety hinders adoption. The study contributes a novel AI-driven framework tailored to HTE, offering actionable strategies for curriculum designers and academic leaders. It advances the understanding of GenAI integration and provides practical insights for improving digital readiness, reducing anxiety, and aligning pedagogy with the needs of the tourism industry.
Jaiswal et al. (Thu,) studied this question.