A methodological exploration of generative artificial intelligence (AI) for efficient qualitative analysis on hotel guests’ delightful experiences

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2024-10-16 DOI:10.1016/j.ijhm.2024.103974

Hala Sun , MiRan Kim , Soyeon Kim , Laee Choi

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Abstract

This study explores the use of generative artificial intelligence (AI), specifically ChatGPT, in analyzing qualitative data on hotel guests’ delightful experiences. To assess the utility and trustworthiness of ChatGPT as a supplementary tool, we compared human coding, guided by Grounded Theory and Qualitative Content Analysis method, with AI-augmented coding using developed prompts in analyzing survey data. Our findings reveal that the majority of ChatGPT's themes and codes of customer delight closely match those identified by human coders, suggesting its potential to streamline data analysis. However, there are also notable differences, as human coders emphasized customer-to-customer interactions and safety and security, which were not identified by ChatGPT. The research contributes to hospitality literature by establishing a methodology for using ChatGPT in qualitative analysis, highlighting its efficiency in analyzing comments and open-ended survey data.

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生成式人工智能（AI）用于酒店客人愉悦体验高效定性分析的方法论探索

本研究探讨了生成式人工智能（AI），特别是 ChatGPT 在分析酒店客人愉悦体验定性数据中的应用。为了评估 ChatGPT 作为辅助工具的实用性和可信度，我们在分析调查数据时，比较了以基础理论和定性内容分析法为指导的人工编码和使用开发提示的人工智能辅助编码。我们的研究结果表明，ChatGPT 的大多数客户喜悦主题和代码与人工编码人员识别的主题和代码非常吻合，这表明它具有简化数据分析的潜力。但是，也存在明显的差异，因为人工编码人员强调的是顾客与顾客之间的互动以及安全和保障，而 ChatGPT 没有识别出这些方面。这项研究建立了在定性分析中使用 ChatGPT 的方法，强调了它在分析评论和开放式调查数据方面的效率，从而为酒店业文献做出了贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.