Abstract
This study provides a comprehensive analysis of the current Generative Artificial Intelligence (GenAI) research landscape at the consumer-level in the hospitality and tourism field through a systematic review of GenAI publications. It explores key motivators and barriers affecting consumer adoption of GenAI, along with its broader influence on consumer behavior. The findings indicate that existing research has largely focused on GenAI's positive impact on operational efficiency, primarily from the perspectives of industry practitioners, service providers, and technology suppliers. However, critical concerns related to consumer experience, such as ethics, psychology, social dynamics, and security, have received limited attention, despite posing significant risks to the successful adoption and sustainable development of GenAI technologies in hospitality and tourism. Drawing on these insights, the study proposes a future research agenda and highlights its theoretical and practical contributions.