Fellowship focus: Exploring the impact of Generative AI on hotel marketing, and how employees can use it effectively.
Generative AI (which can create original content in response to a user’s prompt or request) has the potential to enhance aspects of hotel marketing, but understanding the human experience is vital to using this emerging technology effectively. In this Fellowship Professor Li and Dr Liu will use a combination of in-depth interviews and scenario-based experiments to assess how it affects the quality and productivity of hotel marketing employees. The research will also explore the impact of Generative AI on factors such as employee job satisfaction, self-efficacy, and beliefs about automation. Fellowship outcomes will include a hybrid seminar for international participants on Generative AI in tourism and hospitality.