Exploring the impact of generative AI on tourism and hospitality education: a critical review and benefits analysis

The application of Generative Artificial Intelligence (GAI) is rapidly transforming the education system by enhancing the learning experience, designing curricula, streamlining academic & administrative tasks, and creating better learning content. The study adopts a qualitative exploratory research design and interview method to analyze the responses of teachers and students in tourism higher education to critically explore the impact of GAI. The study explores the major trends, perceived benefits, and challenges for the teachers as well as for the students associated with the use of GAI. The paper offers useful information on the impact of GAI on higher education, specifically tourism and hospitality education. The study contributes to a more profound understanding of the potential of GAI in shaping the future of education, helping educators, students, academic institutions, and the industry.