How can generative ai empower tourism organisations’ decision-making? the genai-modulated appraisal tendency framework

Strategic decisions made by tourism operators are often compromised by an exacerbation of negative feelings due to extenuating circumstances. One illustrative case is Donald Trump’s tariff policy, which has generated trade tensions and global uncertainty. Against this backdrop, this research explores how generative artificial intelligence (GenAI) helps tourism operators in times of uncertainty by providing them with real-time assistance, while regulating their negative emotions during the decision-making process. Drawing on the appraisal tendency framework, we examine how negative emotions influence decision-makers’ temporal deferral decisions (i.e., the deferral of short-, medium-, and long-term commitments) via the threat appraisal tendency pathway. We also propose a GenAI-modulated appraisal tendency framework, integrating GenAI-driven cognitive–emotional regulation into organisational decision-making. Using three experiments, we test a triadic buffering mechanism, where GenAI-powered information filtering and cross-checking moderate the appraisal intention pathway. This research is among the first to position GenAI as an active regulator of cognition–emotion processes, offering insights into collaborative human–AI decision-making systems.