Beyond the Buzzword: Unleashing Gemini’s Potential for Creating High-Performing Marketing Content

Abstract

This study investigates the adoption of Gemini, an AI-powered chatbot, in the tourism and hospitality industry by extending the Technology Acceptance Model (TAM). The research introduces knowledge-sharing motivation (KSM) as a key mediating variable to better understand user intentions. A conceptual framework was developed incorporating perceived ease of use (PEOU), perceived usefulness (PU), user satisfaction (US), and KSM. Data were collected from 342 AI users in Pakistan and analyzed using structural equation modeling and bootstrapping techniques. The results confirm that PEOU, PU, and US significantly influence the intention to use Gemini. Additionally, KSM plays a mediating role in these relationships, reinforcing its importance in the extended TAM framework. This research advances TAM by integrating KSM, offering new insights into AI-driven customer engagement. It provides practical implications for the design and implementation of intuitive, beneficial, and collaborative AI interfaces in the tourism and hospitality sector.