Generative AI in international hotel marketing: impacts on employee creativity and performance

Purpose This study aims to explore how generative AI enhances employee creativity and performance in international hotel marketing. It applies an integrated technology–organization–environment (TOE) and antecedents–behavior–consequences (ABC) framework to examine the role of technological competence, organizational support, government support and artificial intelligence (AI) strategy in fostering employee innovation and performance. Design/methodology/approach A mixed-method approach was adopted, combining survey data from 206 international hotel marketers with semi-structured interviews. The study uses partial least squares structural equation modeling to test relationships and fuzzy-set qualitative…