Is it the end of the technology acceptance model in the era of generative artificial intelligence?

Purpose The technology acceptance model (TAM) is a widely used framework explaining why users accept new technologies. Still, its relevance is questioned because of evolving consumer behavior, demographics and technology. Contrary to a research paper or systematic literature review, the purpose of this critical reflection paper is to discuss TAM's relevance and limitations in hospitality and tourism research. Design/methodology/approach This paper uses a critical reflective approach, enabling a comprehensive review and synthesis of recent academic literature on TAM. The critical evaluation encompasses its historical trajectory, evolutionary growth, identified limitations and, more specifically, its relevance in the context of hospitality and tourism research. Findings TAM's limitations within the hospitality and tourism context revolve around its individual-centric perspective, limited scope, static nature, cultural applicability and reliance on self-reported measures. Research limitations/implications To optimize TAM's efficacy, the authors propose several strategic recommendations. These include embedding TAM within the specific context of the industry, delving into TAM-driven artificial intelligence adoption, integrating industry-specific factors, acknowledging cultural nuances and using comprehensive research methods, such as mixed methods approach. It is imperative for researchers to critically assess TAM's suitability for their studies and be open to exploring alternative models or methods that can adeptly navigate the distinctive dynamics of the industry. Originality/value This critical reflection paper prompts a profound exploration of technology adoption within the dynamic hospitality and tourism sector, makes insightful inquiries into TAM's future potential and presents recommendations.