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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

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

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
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URI: https://cronfa.swan.ac.uk/Record/cronfa67773
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first_indexed 2024-09-23T15:37:37Z
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spelling v2 67773 2024-09-23 Synthetic WOM? The Emergence of Generative Artificial Intelligence-Induced Recommendations 978a0722ccb70c8c3816004d8a9f1567 0000-0001-9634-194X Ellie Ismagilova Ellie Ismagilova true false d154596e71b99ad1285563c8fdd373d7 0000-0002-5547-9990 Yogesh Dwivedi Yogesh Dwivedi true false 2024-09-23 CBAE 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. Journal Article Journal of Computer Information Systems WOM, generative AI, synthetic WOM, tourism, hospitality, information seeking, syWOM 0 0 0 0001-01-01 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University 2024-09-23T16:38:16.7096562 2024-09-23T16:28:55.4240109 School of Management School of Management Dušan Mladenović 1 Moein Beheshti 2 Tomaž Kolar 3 Ellie Ismagilova 0000-0001-9634-194X 4 Yogesh Dwivedi 0000-0002-5547-9990 5
title Synthetic WOM? The Emergence of Generative Artificial Intelligence-Induced Recommendations
spellingShingle Synthetic WOM? The Emergence of Generative Artificial Intelligence-Induced Recommendations
Ellie Ismagilova
Yogesh Dwivedi
title_short Synthetic WOM? The Emergence of Generative Artificial Intelligence-Induced Recommendations
title_full Synthetic WOM? The Emergence of Generative Artificial Intelligence-Induced Recommendations
title_fullStr Synthetic WOM? The Emergence of Generative Artificial Intelligence-Induced Recommendations
title_full_unstemmed Synthetic WOM? The Emergence of Generative Artificial Intelligence-Induced Recommendations
title_sort Synthetic WOM? The Emergence of Generative Artificial Intelligence-Induced Recommendations
author_id_str_mv 978a0722ccb70c8c3816004d8a9f1567
d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv 978a0722ccb70c8c3816004d8a9f1567_***_Ellie Ismagilova
d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Ellie Ismagilova
Yogesh Dwivedi
author2 Dušan Mladenović
Moein Beheshti
Tomaž Kolar
Ellie Ismagilova
Yogesh Dwivedi
format Journal article
container_title Journal of Computer Information Systems
institution Swansea University
college_str School of Management
hierarchytype
hierarchy_top_id schoolofmanagement
hierarchy_top_title School of Management
hierarchy_parent_id schoolofmanagement
hierarchy_parent_title School of Management
department_str School of Management{{{_:::_}}}School of Management{{{_:::_}}}School of Management
document_store_str 0
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description 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.
published_date 0001-01-01T16:38:14Z
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score 11.028842

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