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

ABSTRACTABSTRACTSince its launch, ChatGPT, an artificial intelligence chatbot developed by Open AI based on the premises of generative pre-trained transformer autoregressive language models, has gained widespread popularity and is making significant impact on society with its unique features, such as natural language processing and contextual awareness. ChatGPT is viewed as a major disruptive innovation that is likely to revolutionize the operations in many industries including the hospitality and tourism industry. The adoption of ChatGPT will result in substantial changes throughout the hospitality and tourism industry by disrupting how customer search for information, make decisions, and how businesses produce, create, and deliver customized services and experiences. This conceptual paper provides a comprehensive discussion on generative pre-trained transformers’ (GPTs) benefits, and potential challenges and threats they pose to the hospitality and tourism industry. The feasibility of integrating GPT into different travel stages and decision-making processes is also discussed. The article concludes by proposing a potential future research agenda on using GPT in creating and delivering hospitality and tourism experiences, which can guide further advancements in the field.ChatGPT 是一款由 Open AI 开发出来的人工智能聊天机器人,它基于生成预训练转换器的自回归语言模型。自其发布以来, ChatGPT 因其独特的功能特性,如自然语言处理和上下文感知等,备受欢迎,并对社会产生了重要的影响。ChatGPT 被认为是一种重大的颠覆性创新,这种创新可能会彻底改变许多行业领域的运行方式,包括旅游和酒店业。把ChatGPT应用在酒店和旅游业中,将会在该行业中产生重大变革,这将改变顾客搜索信息和做出决策的方式,转变企业生产创造以及提供个性化服务和体验的方式。这篇概念性论文全面探讨了生成预训练转换器 (GPT) 的优点,以及它将对旅游与酒店业带来的潜在威胁和挑战。本文还讨论了将 GPT 应用到不同的旅行阶段和决策过程中的可行性。在文章最后,提出了使用 GPT为旅游和酒店业创造和传递体验的未来研究方向,这将对该领域的进一步发展起到导向作用。KEYWORDS: ChatGPTcustomer behaviorservice experience creation and deliverybenefitschallenges and threatsresearch agenda Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThis work was supported by 2023 PaiChai University research grant.