Reimagining Tourist Engagement: Integrating ChatGPT into the Tourism Industry's Service Ecosystem

Abstract

This study examines the transformative impact of ChatGPT and related AI technologies on tourist experiences and service personalization in the travel industry, signifying a substantial shift in consumer engagement strategies. Through thorough analysis, the findings illustrate how ChatGPT contributes to enhanced decision-making, heightened personalization, and the strengthening of trust and loyalty among tourists. Highlighting the interplay between technological innovation and the critical human aspect in hospitality, the research suggests AI's capability to supplement rather than supplant human interactions. It discusses the theoretical implications for consumer behavior and service personalization frameworks and outlines practical considerations for tourism stakeholders, focusing on ethical AI usage, data privacy, and fostering human-AI collaboration. Acknowledging the research's limitations, the paper proposes future research directions, emphasizing the need for cross-cultural studies, ethical considerations in AI usage, and investigating the long-term impact of AI on the tourism industry. This study contributes to academic discourse and provides practical insights for industry practitioners, laying the groundwork for future AI integration in tourism.