{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,15]],"date-time":"2026-01-15T23:35:18Z","timestamp":1768520118554,"version":"3.49.0"},"reference-count":109,"publisher":"Emerald","license":[{"start":{"date-parts":[[2026,1,15]],"date-time":"2026-01-15T00:00:00Z","timestamp":1768435200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licences\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"abstract":"<jats:sec>\n                    <jats:title>Purpose<\/jats:title>\n                    <jats:p>The purpose of this study is to explore the transformative potential of Generative AI (GenAI) in the Hospitality and Tourism (HT) industry, focusing on its dual and interconnected impact on customer experience and workforce dynamics. This study argues that these two domains cannot be understood in isolation, as their interactions shape how value is created or destroyed in service contexts.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Design\/methodology\/approach<\/jats:title>\n                    <jats:p>Through a systematic review of 89 peer-reviewed studies published since 2023, the authors map key theoretical approaches, methodological trends, contextual feature and main findings to capture how GenAI adoption is reshaping the sector.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Findings<\/jats:title>\n                    <jats:p>The results of this study show that existing research remains fragmented, predominantly customer-centric and methodologically biased toward survey-based acceptance models. The analysis presented in this paper identifies recurring contradictions and demonstrates that guest expectations and workforce responses are mutually constitutive. Building on these insights, the authors propose the Tourist Experience\u2013Workforce Dynamics, which conceptualizes GenAI\u2019s impact through three emergent modes of interaction and value cocreation (alignment, divergence and negotiation).<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Originality\/value<\/jats:title>\n                    <jats:p>This study advances the field by bridging isolated perspectives and proposing an integrated lens for understanding GenAI\u2019s systemic effects. This paper links micro-level dynamics (e.g. trust and deskilling) with broader outcomes (e.g. service quality, loyalty and staff motivation) and offers practical guidance for managers, policymakers and researchers seeking responsible and sustainable AI adoption.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1108\/tr-08-2025-0968","type":"journal-article","created":{"date-parts":[[2026,1,15]],"date-time":"2026-01-15T07:37:26Z","timestamp":1768462646000},"page":"1-24","source":"Crossref","is-referenced-by-count":0,"title":["Generative AI in hospitality and tourism: a dual-stakeholder perspective on tourist and workforce experience dynamics"],"prefix":"10.1108","author":[{"given":"Maria Leonor","family":"Ferreira","sequence":"first","affiliation":[{"name":"Universidade de Aveiro Departamento de Economia, Gest\u00e3o, Engenharia Industrial e Turismo (DEGEIT), , Aveiro,","place":["Portugal"]}]},{"given":"Elisabeth","family":"Kastenholz","sequence":"additional","affiliation":[{"name":"Universidade de Aveiro Departamento de Economia, Gest\u00e3o, Engenharia Industrial e Turismo (DEGEIT), , Aveiro, Portugal, and GOVCOPP, DEGEIT, Universidade de Aveiro, Aveiro,","place":["Portugal"]}]}],"member":"140","published-online":{"date-parts":[[2026,1,16]]},"reference":[{"key":"2026011502372397600_ref001","doi-asserted-by":"crossref","first-page":"104318","DOI":"10.1016\/j.ijhm.2025.104318","article-title":"Beyond the hype: evaluating the impact of generative AI on brand authenticity, image, and consumer behavior in the restaurant industry","volume":"131","author":"Ali","year":"2025","journal-title":"International Journal of Hospitality Management"},{"issue":"2","key":"2026011502372397600_ref902","doi-asserted-by":"crossref","first-page":"213","DOI":"10.1108\/JHTT-03-2024-0139","article-title":"Keep your friends close, but your enemies closer: ChatGPT in tourism and hospitality","volume":"16","author":"Altinay","year":"2025","journal-title":"Journal of Hospitality and Tourism Technology"},{"key":"2026011502372397600_ref002","first-page":"1","article-title":"Tapping generative AI capabilities: a study to examine continued intention to use ChatGPT in the travel planning","author":"Arora","year":"2024","journal-title":"Asia Pacific Journal of Tourism Research"},{"key":"2026011502372397600_ref003","first-page":"103058","article-title":"The use of ChatGPT in service recovery: compensating customers","author":"Ayyildiz","year":"2025","journal-title":"Technology in Society"},{"key":"2026011502372397600_ref004","first-page":"1","article-title":"Facilitating cross-cultural translation with ChatGPT in Moroccan travel agencies: a user satisfaction study","author":"Bouziane","year":"2025","journal-title":"EDPACS"},{"key":"2026011502372397600_ref005","doi-asserted-by":"crossref","first-page":"104130","DOI":"10.1016\/j.ijhm.2025.104130","article-title":"Intelligence and humanness as key drivers of service value in generative AI chatbots","volume":"128","author":"Casal\u00f3","year":"2025","journal-title":"International Journal of Hospitality Management"},{"issue":"9","key":"2026011502372397600_ref006","doi-asserted-by":"crossref","first-page":"8","DOI":"10.17010\/ijom\/2024\/v54\/i9\/174394","article-title":"Revolutionizing travel: the impact of generative AI on personalization and efficiency in the tourism industry","volume":"54","author":"Chakraborty","year":"2024","journal-title":"Indian Journal of Marketing"},{"issue":"4","key":"2026011502372397600_ref007","doi-asserted-by":"crossref","first-page":"545","DOI":"10.1080\/13683500.2023.2300032","article-title":"Understanding the role and impact of generative artificial intelligence (AI) hallucination within consumers\u2019 tourism decision-making processes","volume":"28","author":"Christensen","year":"2025","journal-title":"Current Issues in Tourism"},{"issue":"5","key":"2026011502372397600_ref008","doi-asserted-by":"crossref","first-page":"383","DOI":"10.1080\/10548408.2023.2255884","article-title":"Is ChatGPT the right technology for service individualization and value co-creation? 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