AI-powered ChatGPT in the hospitality and tourism industry: benefits, challenges, theoretical framework, propositions and future research directions
Raouf Ahmad Rather
Abstract
Generative artificial intelligence (AI) and smart/e-tourism provide imperative opportunities to service industries; however, the implementation of ChatGPT in the tourism and hospitality industry is limited, which extends different considerations/challenges that need vigilant reflection. Based on this significance and research gap, we thus develop a theoretical framework which suggests different sets of key research propositions in AI technology-powered ChatGPT. A widespread literature review and practices were conducted to investigate the conceptual advancements/developments on generative AI-powered technologies including ChatGPT, chatbot in marketing, tourism, hospitality and information management. The proposed framework suggests generative AI technology-powered ChatGPT develops customer’s interaction-based conditions including experience, engagement/trust, attachment, satisfaction/service quality, attitude change and operational efficiency, which consequently affect their strategic outcomes including behaviours, subjective/psychological well-being, happiness and performance. Thus, this research note suggests theoretical/practical implications to provide an extensive future-research roadmap on AI technology-powered ChatGPT and also recommends transformative opportunities, challenges and benefits in tourism, hospitality and marketing management.