Is it the end of the technology acceptance model in the era of generative artificial intelligence?

Purpose The technology acceptance model (TAM) is a widely used framework explaining why users accept new technologies. Still, its relevance is questioned because of evolving consumer behavior, demographics and technology. Contrary to a research paper or systematic literature review, the purpose of this critical reflection paper is to discuss TAM's relevance and limitations in hospitality and tourism research. Design/methodology/approach This paper uses a critical reflective approach, enabling a comprehensive review and synthesis of recent academic literature on TAM. The critical evaluation encompasses its historical trajectory, evolutionary growth, identified limitations and, more specifically, its relevance…