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https://doi.org/10.20867/thm.31.2.13

Viewpoint: Generative ai tools (CHATGPT*) in tourism research: An experimental conversation

Sebastian Rigin ; Mr., Research Scholar Mahatma Gandhi University, School of Tourism Studies, India
Noufal Naheem Kottekkadan orcid.org/0000-0002-9320-9094 ; Mr., Research Scholar Mahatma Gandhi University, School of Tourism Studies, India
Toney K Thomas ; Dr, Director , Mahatma Gandhi University, School of Tourism Studies, India
Mohammed Niyas KK, ; Mr., Research Scholar Mahatma Gandhi University, School of Tourism Studies, India

Abstract

Purpose - This research aims to explore the transformative role of generative artificial
intelligence (AI) tools, specifically ChatGPT, in enhancing tourism research methodologies
and practices.
Methodology/Design/Approach - The study employs an experimental design, engaging in
systematic conversation with AI, researchers evaluate the effectiveness of generative AI in
producing relevant, coherent, and contextually rich responses.
Findings - Findings indicate that generative AI tools augment the research process, enhancing
the efficiency of literature reviews and demonstrating potential in facilitating data synthesis.
Originality of the research - The study has drawn upon a real-time conversation with ChatGPT
and retrieved responses directly taken for analysis to generate the report for publication.

Keywords

Generative AI, ChatGPT, tourism research

Hrčak ID:

332547

URI

https://hrcak.srce.hr/332547

Publication date:

19.3.2025.

Visits: 203 *