ChatGPT: Cross cultural tourism research imperative

Abstract

Aim/purpose – Cultural differences play an influential role in driving tourism develop- ment and varying outcomes of technology acceptance. The impact of ChatGPT on tour- ism is yet to be explored. Therefore, this study discussed how ChatGPT may influence tourism development and management in different cultural contexts. Design/methodology/approach – Drawing specifically on individualism and collectiv- ism from Hofstede’s cultural dimensions theory, this study compared the differences in the perception of ChatGPT between Oriental and Western cultures. Findings – Individualism and collectivism explain the diversity of perception on ChatGPT between Oriental and Western cultures. Research implications/limitations – Implications and suggestions are provided to aca- demia and industry accordingly. Particularly, the difference between technological con- cepts and tools is highlighted to avoid having excessive expectations toward tools. Originality/value/contribution – This study extends the research on tourism and Artifi- cial Intelligence and advocates additional attention to the imperative of cross-cultural differences regarding ChatGPT and tourism. Keywords: ChatGPT, large language models, tourism, cross-cultural analysis. JEL Classification: L83, L86, M14, O33, Z32.

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