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

Yogesh K. Dwivedi (Digital Futures for Sustainable Business and Society Research Group, School of Management, Swansea University, Swansea, UK and Department of Management, Symbiosis Institute of Business Management Pune, Symbiosis International University, Pune, India)
Neeraj Pandey (Department of Marketing, National Institute of Industrial Engineering (NITIE), Mumbai, India)
Wendy Currie (Department of Information Systems and Supply Chain Management, Audencia Business School, Nantes, France)
Adrian Micu (Faculty of Economics and Business Administration, Dunarea de Jos University of Galati, Galati, Romania)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 7 June 2023

Issue publication date: 2 January 2024

7443

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.

Keywords

Citation

Dwivedi, Y.K., Pandey, N., Currie, W. and Micu, A. (2024), "Leveraging ChatGPT and other generative artificial intelligence (AI)-based applications in the hospitality and tourism industry: practices, challenges and research agenda", International Journal of Contemporary Hospitality Management, Vol. 36 No. 1, pp. 1-12. https://doi.org/10.1108/IJCHM-05-2023-0686

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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