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August 16, 2026Tourism and Hospitality Research

From bias to trust: Ethical perceptions and trust formation in GAI-driven automated decision-making in tourism

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Authors

MAMuhammad AsifAEAslı ErsoyMSMuhammad Farrukh Shahzad

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Overview

Qualitative study reveals that ethical evaluations of fairness and transparency drive trust in generative AI decision-making among international tourists, highlighting the need for responsible design.

Key Points

  • To examine how tourists interpret ethical concerns in generative artificial intelligence-driven automated decision-making and how these perceptions influence trust formation in tourism services.
  • Conducted semi-structured qualitative interviews with 18 international tourists with prior AI tourism experience in Pakistan and China selected via purposive sampling.
  • Analyzed interview transcripts using thematic analysis supported by NVivo 14 software.
  • Identified three primary themes: ethical concerns regarding generative AI, user interpretations of fairness, transparency, and human oversight, and trust formation processes.
  • Found that trust was determined not only by system accuracy and performance, but also by ethical perceptions acting as interconnected trust signals.

Cite This Study

Asif et al. (2026) studied this question.

synapsesocial.com/papers/6a81799af2fb91fc834acd8fhttps://doi.org/10.1177/14673584261474503
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