New publication by Daniel Guttentag, Steve Litvin and Rafael Teixeira

Daniel Guttentag, Steve Litvin and Rafael Teixeira have just published a new paper entitled “Human vs. AI: Can ChatGPT improve tourism product descriptions?”

This study involved comparing perceptions of actual tour descriptions from TripAdvisor with ChatGPT-optimised versions of those descriptions. An experiment was conducted in which subjects were randomly provided either the actual description or a ChatGPT-optimised description of Panamanian indigenous cultural day-tours. Subjects then completed a questionnaire assessing variables including the text’s perceived tone, the information’s perceived usefulness and credibility, and the subjects’ desire to take the tour. Findings revealed ChatGPT improved the product descriptions along various dimensions, but did not significantly increase desire to take the tours.