Intelligence Unleashed: How Generative AI is Rewriting The Rules of Tourism Education and Research

Abstract

The research by Dogru, Line, Hanks, Acikgoz, and colleagues explores how generative artificial intelligence (GAI) is transforming higher education and academic research in tourism and hospitality. From personalized learning to automated data analysis, GAI offers unprecedented opportunities— but also raises ethical and legal concerns. The study frames GAI as a disruptive innovation, challenging traditional models of teaching, authorship, and intellectual property. It calls for structural changes in curricula, transparent policies, and collaborative efforts to ensure responsible integration. With tools like ChatGPT already reshaping classrooms and research labs, this paper offers a timely roadmap for educators, researchers, and administrators navigating the AI revolution.

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