Synthetic WOM? The Emergence of Generative Artificial Intelligence-Induced Recommendations
Dušan Mladenovića✉, Moein Beheshtia, Tomaž Kolarb, Elvira Ismagilovac, Yogesh Kumar Dwivedid
- aDepartment of Business Management, Faculty of Economics and Administration, Masaryk University, Brno, Czech Republic
- bFaculty of Economics, School of Economics and Business, University of Ljubljana, Ljubljana, Slovenia
- cSchool of Management, Swansea University (Bay Campus), Swansea, UK
- dDigital Futures for Sustainable Business and Society Research Group, School of Management, Swansea University (Bay Campus), Swansea, UK
- ✉Corresponding author
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Abstract
This paper examines how Generative Artificial Intelligence (GAI) influences word-of-mouth (WOM) in travel and hospitality, focusing on synthetic WOM (syWOM). It explores how GAI-driven WOM reshapes traveler interactions and decision-making in an experience-centric industry. Using a literature review and conceptual analysis approach1, this study examines the integration of GAI tools, such as ChatGPT, to enhance travel experiences. The analysis presented in this study highlights GAI’s potential in inducing syWOM and its effects on traveler perceptions and behaviors. Additionally, it addresses the emerging role of GAI in WOM, emphasizing the need for further research on its impact on travel planning and engagement. This study presents a fresh view of the interaction of syWOM with GAI in travel, aiming to inform future research and practical applications of personalized traveler engagement.