ChatGPT and the hospitality and tourism industry: an overview of current trends and future research directions

Gürsoy, Doğan; Li, Yu; Song, Haiyan

doi:10.1080/19368623.2023.2211993

Cited by 123 publications

(46 citation statements)

References 26 publications

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“…Operations play a critical role in the hospitality and tourism industry, involving wellthought service blueprints and trained manpower deployment (Gursoy et al, 2023). AI-based tools, such as ChatGPT-enabled systems, can assist in customer service, sharing routine information with guests, optimizing route plans for raw materials, categorizing store sales data, providing information about the most and least productive salespersons and highlighting the highest and lowest service regions (Carvalho and Ivanov, 2023;Dwivedi et al, 2023a;Gaur et al, 2021).…”

Section: Operationsmentioning

confidence: 99%

Leveraging ChatGPT and other generative artificial intelligence (AI)-based applications in the hospitality and tourism industry: practices, challenges and research agenda

Dwivedi

Pandey

Currie

et al. 2023

IJCHM

147

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Purpose The hospitality and tourism sector has witnessed phenomenal growth in customer numbers during the postpandemic times. This growth has been accompanied by the use of technologies in customer interface and backend activities, including the adoption of self-serving technologies. This study aims to analyze the existing practices and challenges and establish a research agenda for the implementation of generative artificial intelligence (AI) (such as ChatGPT) and similar tools in the hospitality and tourism industry. Design/methodology/approach This study analyzes the existing literature and practices. This study draws upon these practices to outline a novel research agenda for scholars and practitioners working in this domain. Findings The integration of generative AI technologies, such as ChatGPT, will have a transformational impact on the hospitality and tourism industry. This study highlights the potential challenges of implementing such technologies from the perspectives of companies, customers and regulators. Research limitations/implications This study serves as a reference material for those who are planning to use generative AI tools like ChatGPT in their hospitality and tourism businesses. This study also highlights potential pitfalls that ChatGPT-enabled systems may encounter during service delivery processes. Originality/value This study is a pioneering work that assesses the applications of ChatGPT in the hospitality and tourism industry. This study highlights the potential and challenges in implementing ChatGPT within the hospitality and tourism industry.

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Section: Operationsmentioning

confidence: 99%

Leveraging ChatGPT and other generative artificial intelligence (AI)-based applications in the hospitality and tourism industry: practices, challenges and research agenda

Dwivedi

Pandey

Currie

et al. 2023

IJCHM

147

View full text Add to dashboard Cite

show abstract

“…Lately, ChatGPT, which has gained significant popularity in academia and is also drawing the attention of tourism researchers (Carvalho and Ivanov, 2023; Gursoy et al , 2023; Iskender, 2023), has sparked debates and concerns regarding its potential unethical use in the realm of scientific research (Conroy, 2023; Rahimi and Abadi, 2023). One of the most discussed topics revolves around whether researchers have entirely or partially outsourced the writing of their articles to AI (Dwivedi et al , 2023a; Else, 2023; Stokel-Walker, 2023).…”

Section: Introductionmentioning

confidence: 99%

“…It is of significance that the study will extend the debates related to the assistance of AI in academia outlined by a limited number of papers (Ali and Djalilian, 2023; Conroy, 2023; da Silva, 2023; Dwivedi et al , 2023a; Else, 2023; Stokel-Walker, 2023). In line with the research objective and the extensive interest of tourism researchers in ChatGPT (Ali et al , 2023; Carvalho and Ivanov, 2023; Dwivedi et al , 2023b; Gursoy et al , 2023; Iskender, 2023; Mich and Garigliano, 2023; Wong et al , 2023), a two-stage case study related to the field of tourism was conducted. Given that there is currently no concrete discussion on this matter, the results of this research will contribute to academic discussions surrounding ChatGPT and provide a critical perspective, particularly for journal editors and future research.…”

Section: Introductionmentioning

confidence: 99%

What if ChatGPT generates quantitative research data? A case study in tourism

Sop,

Kurçer

2024

JHTT

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Purpose This study aims to explore whether Chat Generative Pre-training Transformer (ChatGPT) can produce quantitative data sets for researchers who could behave unethically through data fabrication. Design/methodology/approach A two-stage case study related to the field of tourism was conducted, and ChatGPT (v.3.5.) was asked to respond to the first questionnaire on behalf of 400 participants and the second on behalf of 800 participants. The artificial intelligence (AI)-generated data sets’ quality was statistically tested via descriptive statistics, correlation analysis, exploratory factor analysis, confirmatory factor analysis and Harman's single-factor test. Findings The results revealed that ChatGPT could respond to the questionnaires as the number of participants at the desired sample size level and could present the generated data sets in a table format ready for analysis. It was also observed that ChatGPT's responses were systematical, and it created a statistically ideal data set. However, it was noted that the data produced high correlations among the observed variables, the measurement model did not achieve sufficient goodness of fit and the issue of common method bias emerged. The conclusion reached is that ChatGPT does not or cannot yet generate data of suitable quality for advanced-level statistical analyses. Originality/value This study shows that ChatGPT can provide quantitative data to researchers attempting to fabricate data sets unethically. Therefore, it offers a new and significant argument to the ongoing debates about the unethical use of ChatGPT. Besides, a quantitative data set generated by AI was statistically examined for the first time in this study. The results proved that the data produced by ChatGPT is problematic in certain aspects, shedding light on several points that journal editors should consider during the editorial processes.

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“…ChatGPT, a system capable of delivering intelligent responses utilizing "natural language processing" (NLP), has initiated a new era in AI. Within just five days of its launch, ChatGPT reached over a million users, which makes hundreds of monthly users (Gursoy et al, 2023). Akin to current writings, ChatGPT Plus is shown to make an important effect on both modern society as well as organizations.…”

Section: Introductionmentioning

confidence: 99%

“…As the usage of AI-related technology evolves, ChatGPT is assumed to completely boost organization effectiveness as well as income by decreasing expenditures also increasing operational efficiency (Gursoy et al, 2023). Furthermore, ChatGPT significantly improves convenience and satisfaction by quickly and effectively offering required information or services anytime and anywhere (Rice et al, 2023).…”

Section: Introductionmentioning

confidence: 99%

Unveiling ChatGPT in tourism education: exploring perceptions, advantages and recommendations from educators

Altun,

Saydam,

Karatepe

et al. 2024

WHATT

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PurposeFollowing the remarkable debut of ChatGPT and its rapid adoption by a global audience since its launch in November 2022, this study delves into educators' perceptions of ChatGPT within the specialized domains of tourism and hospitality education. While acknowledging ChatGPT’s swift rise and advanced capabilities, this research aims to comprehensively explore educators' perspectives, advantages and concerns regarding its integration into academic settings.Design/methodology/approachA qualitative approach was utilized to reveal dominant themes from in-depth, semi-structured face-to-face interviews with twenty lecturers in tourism faculties in North Cyprus. Collected responses from respondents were subjected to analysis using Leximancer software.FindingsOur analysis unearthed seven significant themes encapsulating educators' perceptions of ChatGPT: 1 – “reliability and accuracy concerns”; 2 – “dependency”; 3 – “student engagement”; 4 – “ethical considerations”; 5 – “time efficiency and productivity”; 6 – “teacher-student interaction” and 7 – “learning flexibility”. Noteworthy positive perceptions emerged regarding “student engagement,” “time efficiency and productivity,” and “learning flexibility.”Originality/valueThis study contributes to the originality of research by addressing the underexplored aspect of educators' perceptions of ChatGPT within the domains of tourism and hospitality education, shedding light on its potential implications, advantages and drawbacks in a specialized educational context. Furthermore, it aims to offer insights into educators' recommendations for the effective incorporation of ChatGPT technologies into this specific educational setting, filling a crucial gap in understanding the integration of artificial intelligence (AI) in specialized fields of study.

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ChatGPT and the hospitality and tourism industry: an overview of current trends and future research directions

Cited by 123 publications

References 26 publications

Leveraging ChatGPT and other generative artificial intelligence (AI)-based applications in the hospitality and tourism industry: practices, challenges and research agenda

Leveraging ChatGPT and other generative artificial intelligence (AI)-based applications in the hospitality and tourism industry: practices, challenges and research agenda

What if ChatGPT generates quantitative research data? A case study in tourism

Unveiling ChatGPT in tourism education: exploring perceptions, advantages and recommendations from educators

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