ABSTRACT

Since its launch, ChatGPT, an artificial intelligence chatbot developed by Open AI based on the premises of generative pre-trained transformer autoregressive language models, has gained widespread popularity and is making significant impact on society with its unique features, such as natural language processing and contextual awareness. ChatGPT is viewed as a major disruptive innovation that is likely to revolutionize the operations in many industries including the hospitality and tourism industry. The adoption of ChatGPT will result in substantial changes throughout the hospitality and tourism industry by disrupting how customer search for information, make decisions, and how businesses produce, create, and deliver customized services and experiences. This conceptual paper provides a comprehensive discussion on generative pre-trained transformers’ (GPTs) benefits, and potential challenges and threats they pose to the hospitality and tourism industry. The feasibility of integrating GPT into different travel stages and decision-making processes is also discussed. The article concludes by proposing a potential future research agenda on using GPT in creating and delivering hospitality and tourism experiences, which can guide further advancements in the field.

摘要

Open AI 开发的基于生成式预训练 Transformer 自回归语言模型的人工智能聊天机器人 ChatGPT 自推出以来，受到广泛欢迎，并以其独特的功能（例如自然语言处理和情境意识。ChatGPT 被视为一项重大颠覆性创新，可能会彻底改变包括酒店和旅游业在内的许多行业的运营。ChatGPT 的采用将颠覆客户搜索信息、制定决策的方式以及企业生产、创建和提供定制服务和体验的方式，从而给整个酒店和旅游业带来重大变化。这篇概念性论文全面讨论了生成式预训练变压器 (GPT) 的优势以及它们对酒店和旅游业带来的潜在挑战和威胁。还讨论了将 GPT 融入不同出行阶段和决策过程的可行性。本文最后提出了使用 GPT 创造和提供酒店和旅游体验的潜在未来研究议程，这可以指导该领域的进一步发展。