ChatGPT: Cross cultural tourism research imperative

• Authors: Sirong Chen , Ke Zhang , Xiaonan Li , Huiyue Ye , Katsy Jiaxin Lin , Rob Law

Abstracts

EN

Aim/purpose – Cultural differences play an influential role in driving tourism development and varying outcomes of technology acceptance. The impact of ChatGPT on tourism 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 collectivism 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 academia and industry accordingly. Particularly, the difference between technological concepts and tools is highlighted to avoid having excessive expectations toward tools. Originality/value/contribution – This study extends the research on tourism and Artificial Intelligence and advocates additional attention to the imperative of cross-cultural differences regarding ChatGPT and tourism.

Keywords

EN

ChatGPT; large language models; tourism; cross-cultural analysis

• Publisher: Uniwersytet Ekonomiczny w Katowicach
• Journal: Journal of Economics and Management
• Year: 2023
• Volume: 45
• Pages: 137-146

Dates

published

2023

Contributors

author

Sirong Chen

• University of Macau, China

• https://orcid.org/0000000229551047

author

Ke Zhang

• University of Macau, China

• https://orcid.org/000000019402377X

author

Xiaonan Li

• University of Macau, China

• https://orcid.org/0000000230333119

author

Huiyue Ye

• University of Macau, China

• https://orcid.org/0000000154739845

author

Katsy Jiaxin Lin

• University of Macau, China

• https://orcid.org/0000000177360897

author

Rob Law

• University of Macau, China

• https://orcid.org/0000000171993757

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Identifiers

DOI

10.22367/jem.2023.45.07

Biblioteka Nauki

2199826