The evolution of creativity: how generative AI is reshaping the hospitality landscape
Kuo Cheng Chung · Enterprise Information Systems · 2024
This study examines the application of generative AI (GEN-AI) in the hotel industry, using the TOE model to analyze how technological, organizational, and environmental factors influence GEN-AI adoption. Findings reveal that GEN-AI enhances room design, service quality, and marketing innovation, while increasing organizational flexibility and adapting employee roles.