Applications of GAI Tools in Tourism Industry

With recent advancements in large language models, generative AI tools have gained popularity due to their enhanced capabilities in natural language processing. The aim of our study is to evaluate the effectiveness of GAI chatbots in handling tasks related to tourism businesses, particularly in travel planning. To achieve this goal, we conducted an online experiment in September 2024. During this experiment, two travel arrangement tasks were selected and addressed using six different conversational chatbots. Details regarding the chatbot solutions to these tasks can be found here. Further analysis provides valuable insights into the effectiveness of chatbots in supporting travel activities for both organized tourist groups and self-organized travellers. Among the evaluated conversational chatbots, ChatGPT, Claude, and Perplexity AI demonstrated the highest overall performance.