Generative AI insights in tourism and hospitality: A comprehensive review and strategic research roadmap.

This article systematically reviews and bibliometrically analyzes the use of generative artificial intelligence (GAI) in the tourism and hospitality industries, focusing on research published between 2019 and 2023. It identifies key contributing countries (notably the USA, China, India, and Saudi Arabia), leading institutions, prominent authors, and major research themes such as decision-making, chatbots, deep learning, and sentiment analysis, often framed by theoretical models including the Technology Acceptance Model (TAM), Stimulus-Organism-Response (S-O-R), and Human-Computer Interaction (HCI). The study highlights GAI’s benefits in enhancing user experience, operational efficiency, and data-driven decision-making, while also addressing challenges related to ethical concerns, data privacy, algorithmic bias, limited application scope, and the balance between AI and human interaction. It concludes by outlining research gaps—such as the need for cross-cultural studies, long-term impact assessments, exploration of advanced GAI technologies beyond chatbots, and interdisciplinary collaboration—and proposes a comprehensive framework to guide future research and responsible integration of GAI in tourism and hospitality.