ChatGPT for tourism: applications, benefits and risks

Abstract

Purpose: 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. Design/methodology/approach: 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. Findings: 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. Originality/value: 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.