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

Abstract

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.

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

“…The current literature confirms the effective role of AI-based chatbots in the decision-making behavior of tourists (Zhu et al , 2023) and restaurant customers (Yoon and Yu, 2022). As the integration of ChatGPT into the tourism industry may dramatically influence customers, companies and regulators (Dwivedi et al , 2023b), ChatGPT has been investigated in different aspects by tourism scholars. For example, Carvalho and Ivanov (2023) outlined the applications, benefits and risks of ChatGPT in tourism.…”

“…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.…”

Artificial intelligence in logistics and supply chain management: A primer and roadmap for research

“…It might also extend alternative strategies, providing a range of options for decision makers. AI introduces an element of creativity and the capacity to generate fresh ideas (Dwivedi, Pandey, et al, 2023). For L&SCM, this could entail devising entirely new sourcing, procurement, and inventory management strategies.…”

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

“…In its early stages, AI primarily focused on algorithms centered around supervised and unsupervised learning, drawing inspiration from natural biological and physical principles to computationally emulate these properties for solving data-intensive problems (Dwivedi et al. , 2023a, b). Nonetheless, these traditional AI algorithms relied on structured data for both constructing models and processing information (Hassani and Silva, 2023).…”

“…Dwivedi et al. (2023a, b) researched the use of ChatGPT and in the hospitality and tourism sector. The cited author’s research results underline the transformative impact estimated via the merger of ChatGPT in the domain of hospitality and tourism.…”