<abstract xmlns="http://www.w3.org/1999/xhtml">

<bold>Aim/purpose</bold> – 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.
<bold>Design/methodology/approach</bold> – 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.
<bold>Findings</bold> – Individualism and collectivism explain the diversity of perception on ChatGPT between Oriental and Western cultures.
<bold>Research implications/limitations</bold> – 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.
<bold>Originality/value/contribution</bold> – 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.
</abstract>

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.

ChatGPT: Cross-cultural tourism research imperative

Asia-Pacific Academy of Economics and Management, Department of Integrated Resort and Tourism Management, Faculty of Business Administration

Asia-Pacific Academy of Economics and Management, Department of Integrated Resort and Tourism Management, Faculty of Business

Asia-Pacific Academy of Economics and Management, Department of Integrated Resort and Tourism Management Faculty of Business Administration

Journal of Economics and Management

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

{"article-title":"ChatGPT: Cross-cultural tourism research imperative"}

Aim/purpose – Cultural differences play an influential role in driving tourism development and varying outcomes of technology acceptance. The impact of ChatGPT...

ChatGPT: Cross-cultural tourism research imperative

Publicado en línea: 25 may 2023

Páginas: 137 - 146

Recibido: 26 abr 2023

Aceptado: 17 may 2023

DOI: https://doi.org/10.22367/jem.2023.45.07

Palabras clave
ChatGPT, large language models, tourism, cross-cultural analysis

© 2023 Sirong Chen et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

ChatGPT: Cross-cultural tourism research imperative

Publicado en línea: 25 may 2023

Páginas: 137 - 146

Recibido: 26 abr 2023

Aceptado: 17 may 2023

DOI: https://doi.org/10.22367/jem.2023.45.07

Palabras claveChatGPT, large language models, tourism, cross-cultural analysis

© 2023 Sirong Chen et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Palabras clave
ChatGPT, large language models, tourism, cross-cultural analysis