Enhancing the Effectiveness of Generative AI Travel Recommendations: Balancing Source Credibility and Cognitive Load
Published online on November 18, 2025
Abstract
Journal of Hospitality & Tourism Research, Volume 50, Issue 7, Page 989-1004, September 2026.
Generative AI (GenAI) is revolutionizing the hospitality industry by offering recommendations via online travel agencies (OTA) to enhance customers’ decision-making. These suggestions’ perceived usefulness depends on both the content and how it is ...
Generative AI (GenAI) is revolutionizing the hospitality industry by offering recommendations via online travel agencies (OTA) to enhance customers’ decision-making. These suggestions’ perceived usefulness depends on both the content and how it is ...