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ChatGPT for tourism: applications, benefits and risks

Inês Carvalho (Faculty of Social Sciences and Technology, Universidade Europeia, Lisbon, Portugal; Research Unit for Governance, Competitiveness and Public Policies (GOVCOPP), University of Aveiro, Aveiro, Portugal, and Collaborator at the Interdisciplinary Center for Gender Studies (CIEG), Institute of Social and Political Sciences, University of Lisbon, Lisbon, Portugal)
Stanislav Ivanov (Department of Tourism, Varna University of Management, Varna, Bulgaria and Zangador Research Institute, Varna, Bulgaria)

Tourism Review

ISSN: 1660-5373

Article publication date: 4 April 2023

Issue publication date: 6 February 2024




The rapid growth of artificial intelligence is disrupting various industries, including the tourism sector. This paper aims to outline the applications, benefits and risks of ChatGPT and large language models in general on tourism. It also aims to establish a research agenda for investigating the implications of these models in tourism.


Drawing on the available literature on ChatGPT, large language models and artificial intelligence, the paper identifies areas of application of ChatGPT for several tourism stakeholders. Potential benefits and risks are then considered.


ChatGPT and other similar models are likely to have a profound impact on several tourism processes. They will contribute to further streamline customer service in front-of-house operations and increase productivity and efficiency in back-of-house operations. Although negative consequences for human resources are expected, this technology mostly enhances tourism employees.


To the best of the authors’ knowledge, this is one of the first studies that explore the potential implications of ChatGPT in tourism and hospitality.


人工智能的快速发展正在颠覆包括旅游业在内的各个行业。 本文旨在概述ChatGPT和大型语言模型在旅游业中的应用、好处和风险。同时, 旨在建立一个研究议程, 以调查这些模型在旅游业中的影响。


本文借鉴了关于ChatGPT、大型语言模型和人工智能的现有文献, 确定了ChatGPT在几个旅游利益相关者中的应用范围, 然后考虑了潜在的好处和风险。


ChatGPT和其他类似的模型可能会对一些旅游过程产生深远的影响。它们将有助于进一步简化前台业务的客户服务, 并提高后台业务的生产力和效率。虽然对人力资源的负面影响是可以预见的, 但这项技术主要是增强旅游业的员工能力。




A partir de la bibliografía disponible sobre ChatGPT, grandes modelos lingüísticos e inteligencia artificial, este artículo identifica las posibles áreas de aplicación de ChatGPT y actores que se pueden beneficiar. De igual forma, se examinan los posibles beneficios y riesgos.


El rápido crecimiento de la inteligencia artificial está afectando diversas industrias, incluyendo la del turismo. Este artículo pretende esbozar las aplicaciones, ventajas y riesgos de ChatGPT, así como los grandes modelos lingüísticos, en turismo. También pretende establecer una agenda de investigación para estudiar las implicaciones de estos modelos en el turismo.


Es probable que ChatGPT y otros modelos similares tengan un profundo impacto en varios procesos turísticos, contribuyendo a racionalizar, aún más, el servicio al cliente en las operaciones de front-of-the-house y aumentando la productividad y eficiencia en el back-of-the-house. Aunque se prevén consecuencias negativas para los recursos humanos, esta tecnología servirá sobre todo para potenciarlos.


Éste es uno de los primeros estudios que exploran las implicaciones potenciales de ChatGPT en el turismo y la hostelería.



Authors’ contribution: Inês Carvalho’s contribution: Conception or design of the work, drafting the article, data collection from ChatGPT, critical revision of the article, final approval of the version to be published.

Stanislav Ivanov’s contribution: Conception or design of the work, drafting the article, data collection from ChatGPT, critical revision of the article, final approval of the version to be published.


Carvalho, I. and Ivanov, S. (2024), "ChatGPT for tourism: applications, benefits and risks", Tourism Review, Vol. 79 No. 2, pp. 290-303.



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