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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 Dwivedi Orcid Logo, Neeraj Pandey, Wendy Currie, Adrian Micu

International Journal of Contemporary Hospitality Management

Swansea University Author: Yogesh Dwivedi Orcid Logo

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DOI (Published version): 10.1108/ijchm-05-2023-0686

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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 aim...

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Published in: International Journal of Contemporary Hospitality Management
ISSN: 0959-6119 0959-6119
Published: Emerald 2023
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URI: https://cronfa.swan.ac.uk/Record/cronfa63514
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spelling v2 63514 2023-05-21 Leveraging ChatGPT and other generative artificial intelligence (AI)-based applications in the hospitality and tourism industry: practices, challenges and research agenda d154596e71b99ad1285563c8fdd373d7 0000-0002-5547-9990 Yogesh Dwivedi Yogesh Dwivedi true false 2023-05-21 BBU 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. Journal Article International Journal of Contemporary Hospitality Management Emerald 0959-6119 0959-6119 Artificial intelligence, Bard, ChatGPT, Generative AI, Hospitality, Tourism 7 6 2023 2023-06-07 10.1108/ijchm-05-2023-0686 http://dx.doi.org/10.1108/ijchm-05-2023-0686 COLLEGE NANME Business COLLEGE CODE BBU Swansea University 2023-10-03T11:11:00.0220779 2023-05-21T19:04:46.7779922 Faculty of Humanities and Social Sciences School of Management - Business Management Yogesh Dwivedi 0000-0002-5547-9990 1 Neeraj Pandey 2 Wendy Currie 3 Adrian Micu 4 63514__27547__6fa77a87e5c04123ac7c751d44f6dec1.pdf FinalAccepted.pdf 2023-05-21T19:09:33.9229701 Output 330690 application/pdf Accepted Manuscript true Distributed under the terms of a Creative Commons Attribution Non Commercial 4.0 Licence (CC BY-NC 4.0). true eng https://creativecommons.org/licenses/by-nc/4.0/
title Leveraging ChatGPT and other generative artificial intelligence (AI)-based applications in the hospitality and tourism industry: practices, challenges and research agenda
spellingShingle Leveraging ChatGPT and other generative artificial intelligence (AI)-based applications in the hospitality and tourism industry: practices, challenges and research agenda
Yogesh Dwivedi
title_short Leveraging ChatGPT and other generative artificial intelligence (AI)-based applications in the hospitality and tourism industry: practices, challenges and research agenda
title_full Leveraging ChatGPT and other generative artificial intelligence (AI)-based applications in the hospitality and tourism industry: practices, challenges and research agenda
title_fullStr Leveraging ChatGPT and other generative artificial intelligence (AI)-based applications in the hospitality and tourism industry: practices, challenges and research agenda
title_full_unstemmed Leveraging ChatGPT and other generative artificial intelligence (AI)-based applications in the hospitality and tourism industry: practices, challenges and research agenda
title_sort Leveraging ChatGPT and other generative artificial intelligence (AI)-based applications in the hospitality and tourism industry: practices, challenges and research agenda
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Yogesh Dwivedi
author2 Yogesh Dwivedi
Neeraj Pandey
Wendy Currie
Adrian Micu
format Journal article
container_title International Journal of Contemporary Hospitality Management
publishDate 2023
institution Swansea University
issn 0959-6119
0959-6119
doi_str_mv 10.1108/ijchm-05-2023-0686
publisher Emerald
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
url http://dx.doi.org/10.1108/ijchm-05-2023-0686
document_store_str 1
active_str 0
description 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.
published_date 2023-06-07T11:11:01Z
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score 11.012678

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