Exploring The Capabilities of Chatgpt As A Travel Advisor: A Study on the Use of Generatıve AI in Tourism Marketing

Öz

The aim of this study is to evaluate the potential of artificial intelligence technologies in tourism marketing and understand the patterns used in holiday recommendations. In this context, the artificial intelligence language model ChatGPT, developed by OpenAI, was utilized to provide responses for holiday-planning tasks with different budgets. This study was designed as exploratory research, and the data obtained through the interview technique with ChatGPT, an artificial intelligence technology, was evaluated through content analysis. The MASQDA qualitative analysis program was used for this purpose, and data and visuals, such as word frequency, word cloud, and interactive word tree, were utilized. Requests were made for holiday destination recommendations from "ChatGPT Model 4" by providing values ranging from $50 to $1000 as daily holiday budgets. The results obtained within the scope of the study indicate that ChatGPT has the ability to provide personalized responses suitable for different budget limits. It was found that the recommendations were generally made under the categories of accommodation, dining (restaurants), and other attractions. Additionally, region-specific elements were emphasized, and similar patterns were used in the responses. It is believed that this study will provide a new perspective on artificial intelligence for tourism marketers and theorists. The study is expected to contribute to the literature by addressing the potential use of artificial intelligence applications as travel advisors.

Anahtar Kelimeler

• ChatGPT
• Tourism Marketing
• Travel Advisor
• Artifical Intelligence

Seyahat Danışmanı Olarak Chatgpt'nin Yeteneklerini Keşfetmek: Turizm Pazarlamasında Üretken Yapay Zeka Üzerine Bir Araştırma

Öz

Bu çalışmanın amacı, yapay zekâ teknolojilerinin turizm pazarlamasına yönelik potansiyelinin değerlendirilmesi ve tatil önerilerinde kullanılan kalıpların anlaşılmasını sağlamaktır. Bu kapsamda OpenAI tarafından geliştirilen ChatGPT adlı yapay zekâ dil modelinin farklı bütçelerde tatil planlama görevine verdiği cevapların içerik ve tasarım açısından anlaşılması amaçlanmıştır. Bu çalışma keşifsel bir araştırma olarak tasarlanmış olup bir yapay zekâ teknolojisi olan ChatGPT ile mülakat tekniğinden elde edilen veriler içerik analizi ile değerlendirilmiştir. Bu kapsamda MASQDA nitel analiz programından yararlanılmış olup kelime frekansı, kelime bulutu ve etkileşimli kelime ağacı veri ve görsellerinden faydalanılmıştır. Araştırmada günlük tatil bütçesi 50 ile 1000 dolar arasında değişen değerler verilerek "ChatGPT Model 4”’ten tatil destinasyonu için öneride bulunmasına yönelik istekte bulunulmuştur.. Çalışma kapsamında elde edilen sonuçlar ChatGPT'nin farklı bütçe limitlerine uygun kişiselleştirilmiş yanıtlar sunma yeteneğine sahip olduğunu göstermektedir. Önerilerin genel olarak konaklama, yeme içme (restoranlar)ve diğer çekicilikler başlıkları altında yapıldığı tespit edilmiştir. Bununla birlikte bölgelere özgü öğelerin vurgulandığı ve benzer kalıplarla cevapların verildiği görülmektedir. Çalışmanın turizm pazarlamacılarına ve teorisyenlere yapay zekâ alanında yeni bir bakış açısı sağlayacağı düşünülmektedir. Çalışma yapay zekâ uygulamalarının seyahat danışmanı olarak kullanılma potansiyelini konu alması bakımından literatüre katkı sağlayacağı öngörülmektedir.

Anahtar Kelimeler

• ChatGPT
• Turizm Pazarlaması
• Seyahat Danışmanı
• Yapay Zekâ

Kaynakça

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