Generative Artificial Intelligence in Hospitality and Tourism Marketing: Exploring Perceptions, Risks, Benefits from Managerial Standpoint

The rapid adoption of Generative Artificial Intelligence (GAI) is transforming hospitality and tourism marketing, offering both opportunities and challenges for industry professionals. This study explores the integration of GAI in the U.S. hospitality sector, focusing on its ethical, operational, and strategic implications. A mixed-methods approach was used, combining qualitative insights from 20 industry professionals with quantitative data from 163 participants. The findings reveal a dual perspective: while GAI enhances personalization, customer engagement, and operational efficiency, concerns remain regarding data privacy, customer trust, and ethical considerations. Despite these challenges, the high level of familiarity with GAI among participants suggests its growing adoption across the industry. The study highlights the importance of ethical AI implementation, advocating for industry-wide policies that address legal, social, and regulatory challenges. The practical implications provide a framework for hospitality businesses to integrate GAI responsibly while maintaining consumer trust and competitive advantage. The theoretical contributions expand the understanding of AI’s evolving role in hospitality marketing, bridging academic research with real-world industry needs. This report serves as a strategic guide for hospitality executives, policymakers, and marketers, ensuring that AI-driven innovation aligns with ethical standards and enhances industry sustainability.