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AI-GENERATED HUMOR IN HOSPITALITY SERVICES: EMERGING INSIGHTS AND FUTURE DIRECTIONS IN TOURISM MARKETING RESEARCH
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AI-GENERATED HUMOR IN HOSPITALITY SERVICES: EMERGING INSIGHTS AND FUTURE DIRECTIONS IN TOURISM MARKETING RESEARCH
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Journal Article
AI-GENERATED HUMOR IN HOSPITALITY SERVICES: EMERGING INSIGHTS AND FUTURE DIRECTIONS IN TOURISM MARKETING RESEARCH
2025
Overview
Purpose - This study explores the emerging relationship between artificial intelligence (AI), humor, and service experiences, focusing on how AI-generated humor influences customer perceptions in service encounters. Despite the increasing use of AI agents in hospitality and tourism, little is known about the effectiveness and limitations of humor as a communicative strategy in these interactions. Methodology - A structured narrative review was conducted, including peer-reviewed journal articles that specifically examine humor in human-AI service interactions. Only studies from credible academic journals were considered to ensure relevance and conceptual quality. Thematic synthesis was employed to identify conceptual patterns across study designs. Findings - Three key themes were identified: (1) humor as a communication style influencing customer perceptions, (2) humor as an emotional recovery strategy, and (3) humor as a moderated effect. While humor can increase perceived warmth, trust, and satisfaction, its effectiveness is highly dependent on contextual factors, user familiarity with AI, and the type of humor employed. Cultural sensitivity, emotional state, and the level of anthropomorphism also play a critical role. Gaps in the literature include the limited number of tourism-focused studies, lack of humor theory integration, and limited differentiation across travel stages or service settings. Contribution - By bringing together separate findings and pointing out gaps in current knowledge, this paper provides a starting point for future research on AI-generated humor in tourism and hospitality. It suggests theory-based research directions to help both researchers and professionals design AI-driven service experiences that are emotionally engaging and suitable for different contexts.
Publisher
University of Rijeka, Faculty of Tourism & Hospitality Management
Subject
