Lights and Shadows of Generative AI in the Hospitality Industry. An Exploratory Analysis of Generation Z

Marco Valerio Rossi, Irene Fulco, Francesca Faggioni and Barbara Aquilani

Micro & Macro Marketing, 2025, issue 3, 529-556

Abstract: The rapid development of Generative Artificial Intelligence (GAI) is reshaping various industries, including hospitality. However, limited research has explored how Generation Z (Gen Z), a digitally native and influential consumer group, perceives and engages with GAI in this sector. Addressing this gap, the present study applies the Unified Theory of Acceptance and Use of Technology (UTAUT) to examine Gen Z’s expectations, concerns, and acceptance of GAI in hospitality. Using an exploratory qualitative design, we conducted 20 semi-structured interviews with Italian and US Gen Z participants, selected through purposive sampling. Thematic content analysis revealed that Gen Z’s perceptions vary based on travel context (e.g., family vs. peer trips) and financial capacity. While they recognize the benefits of AI-driven personalization, they are wary of excessive automation, fearing reduced human interaction. Within our Gen Z sample, privacy was a secondary concern, as many participants were desensitized to data sharing due to regular social media use. They emphasize that AI should enhance traditional travel experiences rather than introduce unfamiliar features. A distinction is made between the booking phase, where AI chatbots are seen as inefficient, and the in-stay phase, where AI customization is more accepted. The findings reinforce the relevance of UTAUT in explaining technology adoption while extending it with generational and industry-specific nuances. Overall, the study highlights the need for a balanced approach to AI integration in hospitality, one that combines technological efficiency with the emotional and human dimensions that Gen Z travelers still value.

Keywords: Generation Z; hospitality; Generative AI; qualitative research; UTAUT (search for similar items in EconPapers)
Date: 2025
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