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Synthetic WOM? The Emergence of Generative Artificial Intelligence-Induced Recommendations

Dušan Mladenović, Moein Beheshti, Tomaž Kolar, Ellie Ismagilova Orcid Logo, Yogesh Dwivedi Orcid Logo

Journal of Computer Information Systems, Pages: 1 - 18

Swansea University Authors: Ellie Ismagilova Orcid Logo, Yogesh Dwivedi Orcid Logo

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DOI (Published version): 10.1080/08874417.2024.2409252

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...

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Published in: Journal of Computer Information Systems
ISSN: 0887-4417 2380-2057
Published: Informa UK Limited 2024
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa67773
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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.
Keywords: WOM, generative AI, synthetic WOM, tourism, hospitality, information seeking, syWOM
College: Faculty of Humanities and Social Sciences
Start Page: 1
End Page: 18

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