This study investigates how artificial intelligence (AI) tools influence deceptive digital practices within the hospitality industry. As AI capabilities such as chatbots and language models are increasingly used in the industry, their potential impact on deception warrants examination. A comprehensive review is conducted to analyze how hospitality businesses utilize AI tools and how this shapes deceptive behaviors online. Specifically, the review examines how AI-generated content may erode consumer trust and decision-making. It also explores the emerging use of machine learning to fabricate fake reviews and social media posts. As deception undermines trust in businesses and the industry, the effectiveness of current detection strategies is evaluated. The literature highlights that while AI offers benefits, it also enables new forms of deception that current approaches may not fully address. This study seeks to fill gaps in our understanding of how AI influences online credibility and shapes consumer behavior in ways that require mitigation. The results inform risk management and responsible practices, to maintain transparency and trust in the industry.


social media, hospitality industry, digital deception, artificial intelligence (AI), tourism technology

ORCID Identifiers

Mohamed Youssef Helal: https://orcid.org/0000-0003-0994-4131

Mahmoud Ibraheam Saleh: https://orcid.org/0000-0003-0436-5624



Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License



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