Turizm İşletmelerinde ChatGPT ve Diğer Üretken Yapay Zekâ Uygulamalarının Kullanımı: Potansiyeller, Riskler ve Uygulama Önerileri (The Use of ChatGPT and Other Generative Artificial Intelligence Applications in Tourism Businesses: Potentials, Risks, and Practical Recommendations)
DOI:
https://doi.org/10.21325/jotags.2025.1755Keywords:
Artificial Intelligence, Generative Artificial Intelligence, ChatGPT, Tourism technologies, Digital transformationAbstract
The aim of the study is to determine the usage areas, benefits and challenges of generative artificial intelligence in tourism enterprises and to propose solutions for these challenges. In line with this purpose, the study was conducted using the literature review method and the widespread use of generative artificial intelligence tools in many areas such as strategic management, marketing, operations management, destination management, human resources management and demand, supply and revenue management in tourism enterprises was analyzed. The findings reveal that generative artificial intelligence contributes to enterprises with the various advantages it offers, but there are also significant risks in areas such as privacy, security, ethics and cost. In this context, solution suggestions were developed in the study for generative artificial intelligence to be used more effectively, reliably and sustainably in the tourism sector and a comprehensive roadmap was presented on how these difficulties can be overcome. The research both contributes to the theoretical literature and serves as a guide for practitioners in the tourism sector in strategic decision-making processes.
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