Leveraging ChatGPT and Other Generative Artificial Intelligence (AI)-Based Applications in the Hospitality and Tourism Industry: Practices, Challenges, and Research Agenda
Résumé
The hospitality and tourism sector has witnessed phenomenal growth in customer
numbers during the post-pandemic times. This growth has been accompanied by the use of
technologies in customer interface and backend activities, including the adoption of selfserving technologies (SSTs). This study analyzes the existing practices and challenges, and also
establishes a research agenda for the implementation of generative artificial intelligence (such
as ChatGPT) and similar tools in the hospitality and tourism industry.