A design science prototyping framework for GenAI in medical hospitality

Purpose This paper tests a generative artificial intelligence (GenAI) based prototyping platform in medical hospitality, combining clinical services and hospitality-focused experiences in transformative tourism. It aims to address the lack of focus on design-level processes in the existing literature by investigating how service design principles affect guest experience, service adoption and trust in medical hospitality. Design/methodology/approach This paper uses iterative prototyping, simulation-based usability testing, and interdisciplinary codesign involving clinicians, hospitality managers and technology developers, grounded in a design science research. Findings GenAI is a design-level mechanism that reorganizes service logic and supports the integration of clinical processes, hospitality services and digital interfaces. This paper also demonstrates that well-constructed GenAI-enabled systems increase patient trust, promote service use, and enhance experience value by prioritizing personalization, usability and ethical design. Originality/value This paper redefines technology adoption constructs from a design-stage perspective and develops a transdisciplinary framework that combines service design, ethical AI and transformative tourism. It provides a new perspective on how GenAI-enabled design affects patient experience and helps create scalable medical hospitality.