University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija
Doi
Abstract
Purpose – This study explains the impact of ChatGPT, an artificial intelligence (AI) language
model, on customer service in the hospitality industry by exploring the experiences and
perceptions of hospitality employees who have utilized ChatGPT in their customer interactions.
Methodology – A qualitative approach was adopted using in-depth interviews to collect data
from a heterogeneous group of 15 individuals consisting of employees, managers, and other
stakeholders directly involved in the hospitality industry in Krabi, Thailand.
Findings – Integrating ChatGPT into customer service in the hospitality industry has a
significant positive impact. It improves employee skills and knowledge, bridges language
barriers, provides valuable recommendations, and helps with productivity and workflow
management. In conclusion, ChatGPT is a valuable tool for improving customer service in
the hospitality industry, ultimately contributing to a better overall guest experience.
Originality of the research – Limited research has been conducted on the specific impact of
ChatGPT in the hospitality industry, particularly in Krabi, a popular tourist destination in
Thailand. This study aims to fill this gap by examining how ChatGPT affects customer service
in the hospitality industry of Krabi, Thailand, and shedding light on its impact
