From bias to trust: Ethical perceptions and trust formation in GAI-driven automated decision-making in tourism

Muhammad Asif, Aslı Ersoy, Muhammad Farrukh Shahzad, Muhammad Bilal Ahmad, Muhammad Ashfaq, UE Business School, University of Education, Department of Tourism Management, Alanya University, College of Economics and Management, Beijing University of Technology, PR China, Hailey College of Banking , University of the Punjab, School of Business, Wittenborg University of Applied Sciences

Tourism and Hospitality Research

Published online on August 14, 2026

Abstract

Tourism and Hospitality Research, Ahead of Print.
This study examines how tourists interpret ethical concerns in Generative Artificial Intelligence (GAI)-driven automated decision-making and how these perceptions shape trust formation in tourism services. The study focuses on fairness, transparency, ...