ChatGPT and the Future of Travel: Exploring Trust and Adoption of AI-Powered Personalized Recommendations

Abstract

The Travel and tourism industries are undergoing a remarkable transformation due to the development of technologies such as artificial intelligence (AI). Specifically, this industry is developing because of the rapid rise of generative AI like ChatGPT. This literature critically reviews the impact of ChatGPT and similar AI-driven travel recommendation systems on shaping the future of personalized travel experiences. This study aims to review existing literature with current trends, challenges, and prospects for utilizing ChatGPT in personalized travel recommendations. A systematic review was conducted by analyzing a comprehensive review of existing applications of ChatGPT and similar artificial intelligence (AI) technologies within the travel and tourism industries. This literature review intends to provide a future research agenda based on investigating existing studies. Findings showed that the application of generative AI, such as ChatGPT, can enhance travel planning and decision-making by providing guidelines, personalized plans, real-time recommendations, enhancing customer engagement, and improving operational efficiency. However, several challenges remain, such as data privacy, trust, and implementing such advanced technologies. This study provides an overview of generative AI like ChatGPT and offers significant guidelines for adopting AI in travel recommendation, while identifying several areas requiring further research. This systematic review serves as a reference for users who want to utilize generative AI tools such as ChatGPT in their travel planning.