GENERATIVE AI TOOLS (CHATGPT*) IN TOURISM RESEARCH: AN EXPERIMENTAL CONVERSATION

Abstract

Purpose-This research aims to explore the transformative role of generative artificial intelligence (AI) tools, specifically ChatGPT, in enhancing tourism research methodologies and practices. Methodology/Design/Approach-The study employs an experimental design, engaging in systematic conversation with AI, researchers evaluate the effectiveness of generative AI in producing relevant, coherent, and contextually rich responses. Findings-Findings indicate that generative AI tools augment the research process, enhancing the efficiency of literature reviews and demonstrating potential in facilitating data synthesis. Originality of the research-The study has drawn upon a real-time conversation with ChatGPT and retrieved responses directly taken for analysis to generate the report for publication.