Responsible AI-Personalized English for tourism (EFT) learning in niche tourism sectors: addressing linguistic and cultural challenges

This study addresses the scarcity of personalized, culturally relevant English for Tourism (EFT) materials for niche tourism sectors. It evaluates the pedagogical effectiveness of AI-generated EFT materials, explores how generative AI mitigates linguistic and cultural challenges in these sectors, and proposes guidelines for ethical AI use in tourism education. Using a sequential explanatory design, 142 undergraduate tourism students were assigned to an experimental group using 40 ChatGPT-4o-generated units with AI-supported oral feedback and a control group following a conventional EFT textbook. Materials were developed through a human-in-the-loop (HITL) approach to ensure accuracy. Quantitative results showed significant improvements in English proficiency and intercultural competence in the experimental group. Qualitative data from focus groups and observations highlighted increased learner engagement, the role of instructor mediation, and the materials’ effectiveness in bridging communication gaps. These findings demonstrate that responsibly integrated AI, combined with skilled human facilitation, can enhance tourism language education.