Integrating ChatGPT in tourism and hospitality education: A systematic and bibliometric analysis of research trends, applications, and implications

Abstract

This study aims to identify the role of ChatGPT in addressing existing gaps and offering new opportunities in tourism and hospitality (T&H) education. In this evolving educational landscape, the study outlines emerging trends, practical applications, and potential avenues for implementing ChatGPT in educational contexts. Relevant research papers were retrieved from online databases indexed by Scopus, and a systematic literature and bibliometric review was conducted, focusing on studies published between 2018 and 2024. To this end, the Scopus database was used, with a focus on articles evaluating the use of ChatGPT in education within the T&H sectors. Following a defined protocol that included specific inclusion and exclusion criteria, 26 relevant studies were selected for final synthesis and analysis. This study emphasizes the positive impacts of ChatGPT in the learning environment, including its adaptability to individual learning needs, its versatility in enhancing digital marketing skills, and its practical utility for role-play and the development of cultural competencies. Challenges identified include concerns related to academic dishonesty, both quantitative and qualitative limitations associated with the technology, and various ethical considerations. This work represents the first systematic literature review on the adoption of ChatGPT in T&H education. It showcases AI-enabled educational practices while highlighting the current lack of ethical guidelines and personalized learning frameworks within the field. The study is limited to English-language articles and excludes grey literature.