Investigating esports tourism research using artificial intelligence applications: ChatGPT versus ZekAI

Developments in the digitalization process have enabled the use of many internet-based applications. The main purpose of this research is to determine the evolution, current status and future directions of esports tourism research using ChatGPT and ZekAI artificial intelligence applications. Semi-structured interview questions created by Shin and Kang (2023) were adapted and used to examine esports tourism research. The interview questions were asked to both artificial intelligence applications on different dates and a comparison was made. MAXQDA, a software for qualitative data analysis, was used to analyze the data obtained. According to the results of the thematic analysis, some differences were found between the responses of the two artificial intelligence applications. When the findings were analyzed, it was determined that ZekAI displayed four study topics on the evolution of esports tourism research, while ChatGPT revealed seven study topics. Considering the current state of esports tourism research, both artificial intelligence applications suggested that esports tourism research adopts an interdisciplinary approach like research in other academic fields and the methods used in research are similar. In the findings regarding the future directions of esports tourism research, it was determined that ZekAI put forward three research proposals, while ChatGPT put forward six research proposals. In the findings, it was found that ChatGPT also scanned current sources and gave longer responses compared to ZekAI. The results expose that the economic, social and cultural dimensions of esports tourism are becoming increasingly important.