The role of chatgpt on customer service in the hospitality industry: An exploratory study of hospitality workers' experiences and perceptions

IF 1.2 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM Tourism and Hospitality Management-Croatia Pub Date : 2023-01-01 DOI:10.20867/thm.29.4.9

Pongsakorn Limna, Tanpat Kraiwanit

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Abstract

Purpose – This study explains the impact of ChatGPT, an artificial intelligence (AI) language model, on customer service in the hospitality industry by exploring the experiences and perceptions of hospitality employees who have utilized ChatGPT in their customer interactions. Methodology – A qualitative approach was adopted using in-depth interviews to collect data from a heterogeneous group of 15 individuals consisting of employees, managers, and other stakeholders directly involved in the hospitality industry in Krabi, Thailand. Findings – Integrating ChatGPT into customer service in the hospitality industry has a significant positive impact. It improves employee skills and knowledge, bridges language barriers, provides valuable recommendations, and helps with productivity and workflow management. In conclusion, ChatGPT is a valuable tool for improving customer service in the hospitality industry, ultimately contributing to a better overall guest experience. Originality of the research – Limited research has been conducted on the specific impact of ChatGPT in the hospitality industry, particularly in Krabi, a popular tourist destination in Thailand. This study aims to fill this gap by examining how ChatGPT affects customer service in the hospitality industry of Krabi, Thailand, and shedding light on its impact.

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聊天在酒店业客户服务中的作用:一项对酒店员工经验和看法的探索性研究

目的-本研究通过探索在客户互动中使用ChatGPT的酒店员工的经验和看法，解释了ChatGPT(一种人工智能(AI)语言模型)对酒店行业客户服务的影响。方法-采用定性方法，采用深度访谈，从一个由15名员工、经理和其他直接参与泰国甲米酒店行业的利益相关者组成的异质群体中收集数据。研究结果-将ChatGPT整合到酒店行业的客户服务中具有显著的积极影响。它提高了员工的技能和知识，消除了语言障碍，提供了有价值的建议，并有助于提高生产力和工作流管理。总之，ChatGPT是一个有价值的工具，可以改善酒店行业的客户服务，最终为更好的整体客户体验做出贡献。研究的原创性——有限的研究已经对ChatGPT在酒店业的具体影响进行了研究，特别是在泰国的热门旅游目的地甲米。本研究旨在通过研究ChatGPT如何影响泰国甲米酒店行业的客户服务来填补这一空白，并阐明其影响。

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来源期刊

Tourism and Hospitality Management-Croatia HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

1.90

自引率

23.10%

发文量

审稿时长

15 weeks

期刊介绍： Tourism and Hospitality Management is an international, multidisciplinary, open access journal, aiming to promote and enhance research in all fields of the tourism and hospitality industry. It publishes double-blind reviewed papers and encourages an interchange between tourism and hospitality researchers, educators and managers. Editors of Tourism and Hospitality Management strongly promote research integrity and aim to prevent any type of scientific misconduct, such as: fabrication, falsification, plagiarism, redundant publication and authorship problems. All submitted manuscripts are checked using Crossref Similarity Check (iThenticate). Nurturing a scientifically based approach to research, the journal publishes original papers along with empirical research and theoretical articles that contribute to the conceptual development of tourism and hospitality management. Editors look particularly for articles about new trends, challenges and developments, as well as the application of new ideas that are likely to affect the tourism and hospitality industry. The general criteria for the acceptance of articles are: contribution to the scientific knowledge in the field of tourism and hospitality management, scientifically reliable research methodology, relevant literature review and quality of the English language.