About this Research Topic
The significant impact of Artificial Intelligence (AI) on societies, organizations and individuals has been noticed in recent years. The most recent revolution in AI is the Generative Artificial Intelligence (GAI). GAI is a specialized domain within the field of AI that leverages machine learning methodologies, particularly unsupervised learning algorithms, to produce various materials such as digital films, photos, audio, text, or codes. With unsupervised learning, models autonomously identify patterns and structures in datasets without human intervention. The primary objective of GAI is to examine data and generate novel content from the analyzed data. The implementation of GAI is expected to exert a substantial influence across various industry domains particularly in areas such as marketing and sales, customer operations, research and development, and software. The tourism and hospitality industry is set to experience a profound impact from GAI and numerous travel businesses have begun experimenting with generative AI, expressing thoughts on its future application.
Destination Management Organizations can leverage GAI capabilities to revolutionize their businesses, improving efficiency and creating new opportunities. This potential transformation is expected to influence both customer behavior and organizational strategies within the tourism and hospitality industry. The productivity of the travel industry can be improved by GAI through simplifying operations, automating repetitive tasks, and enhancing decision-making procedures. This increased efficiency offers advantages for both customers and employees, such as saving time by automating time-consuming operations like data input, itinerary planning, and customer service. Streamlining these processes allows workers to focus on more creative aspects of their tasks, resulting in a more productive workforce. Most firms utilize Generative AI to enhance customer retention and loyalty by personalizing experiences and optimizing the customer-brand relationship. Through the analysis of big data and predictive analytics based on consumer behavior, companies gain insights into client preferences and behavior, enabling them to offer specialized information and highly personalized products based on prior searches and purchases.
It is believed that GAI is going to help important aspects of consumer behaviour such as better marketing and communication, improve customer loyalty and retention, personalized response, and continuous improvement, and customer service. Generative AI’s ease of use and simple output might change consumer search and online buying behaviour. However, GAI is still in its infancy, thus it cannot work independently in all situations. It may be used to influence consumers, but companies must also analyze consumer behaviour for marketing and business operations.
Despite the significance of Generative AI, research addressing the intersectionality between Generative AI and consumer behaviour is scant but emerging in nature. Understanding the theoretical and practical implications is increasingly relevant considering the importance of consumer behaviour in the tourism and hospitality industry. GAI can be employed to generate hyper-personalized contents to encourage behavioural change in areas like destination planning, hotel booking, and more. By leveraging GAI, services can be tailored to each individual’s needs and requests, which has potential to promote a more sustainable and responsible way of travel. This research area encompasses a wide range of scholarly contributions, including original research articles, conceptual studies, empirical investigations, review papers, case studies, and methodological papers. These contributions aim to offer novel perspectives and insights on the influence of GAI on consumer behavior. We also seek to identify articles based on customer engagement, customer service, personalization, social interaction and communication practice, cost-effectiveness which will provide better insights into consumer behaviour and improving marketing campaigns.
This Research Topic intends to improve knowledge and stimulate discourse on this increasingly important issue within the tourism, and hospitality sector by bringing together researchers and practitioners from diverse disciplines.
List of topic areas (but not limited to):
• GAI and its theoretical and practical understanding in consumer behaviour in the context of tourism hospitality.
• GAI such as ChatGPT and travel planning and decision.
• GAI and employee behaviour in tourism and hospitality industry.
• GAI and its use to enhance sustainability in the travel and tourism sector.
• Integration and adoption of GAI in consumer studies and marketing of tourism and hospitality business.
• Application of GAI in promoting environmental and sustainable practices aligning with United Nation Sustainable Development Goals (SDGs).
• GAI adoption and its effect on decision making process of tourism and hospitality industry.
• Influence of GAI on customer service in tourism industry.
• GAI and customer experience, customer engagement value co-creation, and value co-destruction.
• GAI and the future of human resource management in tourism and hospitality.
• GAI: perceptions, benefits and challenges in tourism and hospitality education.
• Strategies, best practices, and ethical, legal, social, and economic considerations in the use of GAI.
• Destination evangelism and generative AI tools
• GAI in tourism and drivers and hindrances
• GAI in tourism and hospitality research.
• GAI and its application for destination marketing organizations, online travel agency and airlines
• GAI and restaurant and catering business
• GAI in strategic management decision in hospitality and tourism companies.
• Application of GAI for reduction of operational cost in tourism and hospitality industry.
Destination Management Organizations can leverage GAI capabilities to revolutionize their businesses, improving efficiency and creating new opportunities. This potential transformation is expected to influence both customer behavior and organizational strategies within the tourism and hospitality industry. The productivity of the travel industry can be improved by GAI through simplifying operations, automating repetitive tasks, and enhancing decision-making procedures. This increased efficiency offers advantages for both customers and employees, such as saving time by automating time-consuming operations like data input, itinerary planning, and customer service. Streamlining these processes allows workers to focus on more creative aspects of their tasks, resulting in a more productive workforce. Most firms utilize Generative AI to enhance customer retention and loyalty by personalizing experiences and optimizing the customer-brand relationship. Through the analysis of big data and predictive analytics based on consumer behavior, companies gain insights into client preferences and behavior, enabling them to offer specialized information and highly personalized products based on prior searches and purchases.
It is believed that GAI is going to help important aspects of consumer behaviour such as better marketing and communication, improve customer loyalty and retention, personalized response, and continuous improvement, and customer service. Generative AI’s ease of use and simple output might change consumer search and online buying behaviour. However, GAI is still in its infancy, thus it cannot work independently in all situations. It may be used to influence consumers, but companies must also analyze consumer behaviour for marketing and business operations.
Despite the significance of Generative AI, research addressing the intersectionality between Generative AI and consumer behaviour is scant but emerging in nature. Understanding the theoretical and practical implications is increasingly relevant considering the importance of consumer behaviour in the tourism and hospitality industry. GAI can be employed to generate hyper-personalized contents to encourage behavioural change in areas like destination planning, hotel booking, and more. By leveraging GAI, services can be tailored to each individual’s needs and requests, which has potential to promote a more sustainable and responsible way of travel. This research area encompasses a wide range of scholarly contributions, including original research articles, conceptual studies, empirical investigations, review papers, case studies, and methodological papers. These contributions aim to offer novel perspectives and insights on the influence of GAI on consumer behavior. We also seek to identify articles based on customer engagement, customer service, personalization, social interaction and communication practice, cost-effectiveness which will provide better insights into consumer behaviour and improving marketing campaigns.
This Research Topic intends to improve knowledge and stimulate discourse on this increasingly important issue within the tourism, and hospitality sector by bringing together researchers and practitioners from diverse disciplines.
List of topic areas (but not limited to):
• GAI and its theoretical and practical understanding in consumer behaviour in the context of tourism hospitality.
• GAI such as ChatGPT and travel planning and decision.
• GAI and employee behaviour in tourism and hospitality industry.
• GAI and its use to enhance sustainability in the travel and tourism sector.
• Integration and adoption of GAI in consumer studies and marketing of tourism and hospitality business.
• Application of GAI in promoting environmental and sustainable practices aligning with United Nation Sustainable Development Goals (SDGs).
• GAI adoption and its effect on decision making process of tourism and hospitality industry.
• Influence of GAI on customer service in tourism industry.
• GAI and customer experience, customer engagement value co-creation, and value co-destruction.
• GAI and the future of human resource management in tourism and hospitality.
• GAI: perceptions, benefits and challenges in tourism and hospitality education.
• Strategies, best practices, and ethical, legal, social, and economic considerations in the use of GAI.
• Destination evangelism and generative AI tools
• GAI in tourism and drivers and hindrances
• GAI in tourism and hospitality research.
• GAI and its application for destination marketing organizations, online travel agency and airlines
• GAI and restaurant and catering business
• GAI in strategic management decision in hospitality and tourism companies.
• Application of GAI for reduction of operational cost in tourism and hospitality industry.
Keywords: GAI, AI, Artificial intelligence, tourism, hospitality, consumer behavior, customer engagement, Generative AI, optimized operations, sustainable travel, customer service, responsible travel
Important Note: All contributions to this Research Topic must be within the scope of the section and journal to which they are submitted, as defined in their mission statements. Frontiers reserves the right to guide an out-of-scope manuscript to a more suitable section or journal at any stage of peer review.
