This qualitative study examines the ethical challenges and authenticity issues in tourism marketing, focusing on the prevalence and impact of misleading practices. Through semi-structured interviews and focus groups with industry experts, marketers, and tourists, alongside content analysis of marketing materials, the research reveals significant emotional, financial, and social repercussions of deceptive marketing. Tourists report feelings of betrayal, long-term skepticism, and economic exploitation. The study’s theoretical implications integrate deontological, utilitarian, and virtue ethics to propose a comprehensive framework for ethical tourism marketing. Practically, it underscores the crucial role of transparency in restoring consumer trust, local community engagement, and authentic visual content. The findings suggest implementing ethical guidelines and regulatory oversight to enhance the credibility and sustainability of tourism marketing. Future research should explore the long-term impacts of misleading practices across different cultural contexts and the ethical use of advanced technologies in marketing.

Purpose: This study examines the complex realm of customers’ acceptance of AI-powered robot chefs. It aims to enhance the understanding of customers’ motivational factors that influence their acceptance of AI-powered robots for food preparation in casual-dining restaurants.Design/methodology/approach: This research was conducted using a comprehensive approach. Data were collected from 520 participants at casual dining restaurants in Florida, USA. After rigorous data cleaning, 489 valid responses were obtained. The study employed partial least squares structural equation modeling (PLS-SEM) utilizing SmartPLS Ver. 4.0 to examine both the measurement and the proposed research model, ensuring a thorough and robust investigation.Findings: The research results show that customers’ motivational factors, such as functionality and hedonic and cognitive innovativeness, positively influence their knowledge and attitude toward accepting robotic chefs in casual-dining restaurants. Social motivation negatively impacts customers’ knowledge, but on the other hand, it positively affects customers’ attitudes. In addition, customer knowledge and attitudes positively influence the acceptance behavior of AI-powered robot chefs.Practical implications: This study provides a practical understanding of the presence and embodiment of robot chefs in casual-dining restaurants. In the restaurant industry, customer intention to accept robot chefs is a significant factor, and this study not only sheds light on this crucial aspect but also provides actionable insights for industry professionals and researchers.Originality/value: Based on the existing hospitality literature, this study is one of the first to address this issue. It presents the antecedents of motivated customers’ acceptance of robot chefs based on their knowledge and attitudes toward robot chefs. In addition, this research addressed the factors that influence customers’ robot chef acceptance behavior in casual-dining restaurants.