Generative AI inspiration and hotel recommendation acceptance: Does anxiety over lack of transparency matter?

The advent of generative AI, such as ChatGPT, not only emulates the efficiency of standard AI chatbots in generating content at a faster pace, but it also excels in autonomously producing innovative content for business purposes. However, how Gen AI will inspire people to make decisions in the field of tourism and hospitality remains understudied. Drawing on theories of customer inspiration and fear acquisition, our study analyzed 424 questionnaires and found that the advanced ability of Gen AI to generate creative content can inspire customers and increase their willingness to accept its hotel recommendations. Nevertheless, the process of customer inspiration may face challenges due to anxiety arising from a lack of transparency. Theoretical and practical implications of leveraging Gen AI in the hospitality field are discussed.