Generative artificial intelligence in hospitality and tourism: future capabilities, AI prompts and real-world applications

Abstract

The conversational AI emergence technologies like ChatGPT, Claude AI, and Gemini AI are transforming the hospitality and tourism industries. While existing research explores theoretical applications, a critical gap exists in understanding real-world implementation challenges, prompting strategies, and operational impacts of ChatGPT and other AI applications. This study investigates AI integration patterns, prompt optimization techniques (e.g. Input-Output, Chain-of-Thought, and Tree-of-Thought approach), and implementation strategies through a mixed-methods approach. We conducted a bibliometric analysis of 80 studies using R-Biblioshiny, followed by surveys and interviews with stakeholders, including guests/travelers, managers, and academics. Our empirical analysis measures personalization, user satisfaction, operational efficiency, and research productivity. The results demonstrate that while generative AI can enhance customer experiences and operational efficiency, success depends on selecting appropriate prompting methodologies, ethical considerations, workforce development, and community impact. This research provides an integrated framework for responsible AI adoption while identifying critical areas for future research.