How do tourists perceive green customer-love service in restaurants? A qualitative exploration of AI and human collaboration

Abstract

Tourism and hospitality producer–consumer dynamics require social technology. Online reviews significantly influence restaurant service and encourage repeat visits and referrals. In response to online reviews, this qualitative research examines tourists' perceptions of a Green Customer-Love Service system in restaurants, based on artificial intelligence (AI) and human co-creation. The originality of this research lies in the proposed framework, which suggests responding to both positive and negative reviews to build customer satisfaction, trust, and loyalty. Findings indicate that ‘green customer-love service’ requires strategic communication, operational efficiency, and personalization. Sustainable practices in food tourism emphasize authenticity and transparency. Human–machine collaboration, particularly in AI-driven feedback management, could strengthen the connection between technology and sustainability.