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.

中文翻译：

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在酒店和旅游业中利用 ChatGPT 和其他基于生成人工智能 (AI) 的应用程序：实践、挑战和研究议程

目的

在大流行后时期，酒店和旅游业的客户数量出现了惊人的增长。这种增长伴随着客户界面和后端活动中技术的使用，包括自助技术的采用。本研究旨在分析现有的实践和挑战，并为在酒店和旅游业中实施生成人工智能（AI）（例如 ChatGPT）和类似工具制定研究议程。

设计/方法论/途径

本研究分析了现有文献和实践。本研究利用这些实践为该领域的学者和从业者概述了一个新颖的研究议程。

发现

ChatGPT 等生成式人工智能技术的集成将对酒店和旅游业产生变革性影响。这项研究从公司、客户和监管机构的角度强调了实施此类技术的潜在挑战。

研究局限性/影响

这项研究可以为那些计划在酒店和旅游业务中使用 ChatGPT 等生成式人工智能工具的人提供参考资料。这项研究还强调了支持 ChatGPT 的系统在服务交付过程中可能遇到的潜在陷阱。

原创性/价值

这项研究是一项开创性的工作，评估了 ChatGPT 在酒店和旅游业中的应用。这项研究强调了在酒店和旅游业内实施 ChatGPT 的潜力和挑战。