Contents1 Introduction: A Research Agenda for Using Generative AI inTourism and Hospitality 1Haywantee Ramkissoon, Ranjit Singh and Juman Iqbal2 Generative AI and its application by Destination MarketingOrganizations: enhancing tourist experiences 10Marco Martins, Ricardo Jorge Costa Guerra, Lara Santos,Luísa Lopes and Ana Rita Conde3 Generative AI and tour operators in Zimbabwe: benefitsand challenges 24Tendai Chibaya and Zibanai Zhou4 ChatGPT for travel planning and decisions 37Baris Armutcu, Haci Yusuf Göngör and Haywantee Ramkissoon5 Travel by algorithm: exploring bias and destination diversityin Generative AI-driven travel 53P. P. Anjusha and Toney K. Thomas6 Generative AI in augmented tourist experiences andengagement 64Indrani Paul and Gobinda Roy7 Generative AI and the future of human resourcemanagement 76Priyam Kukreja and Jatin Pandey8 Generative AI for the tourism business, customer, andeducation: applications, challenges, and research priorities 87Himakshi Phukan9 Generative AI: transforming pedagogy and practice intourism education 99Himani Sharma10 Generative AI in tourism and hospitality education andlearning: a SWOT analysis 113Bushra Choudhary and Mahuya Roy11 Generative AI in tourism: a flower or a fire? Unveiling itsdark side 126Palak Arora, Manshi and Ranjit Singh12 Green skies ahead: leveraging Generative AI for sustainableaviation 143Swapnil Morande, Veena Tewari, Mohit Kukreti, AmitabhMishra, Mitra Amini and Kanwal Gul13 Generative AI adoption in tourism: sustainability challengesand considerations 155Uswathul Hasana, Oshi Singhania and Ranjit Singh.