Hospitality Research in Transition: Exploring Its Evolution and Future Research Agenda Through Generative AI

ChatGPT and Gemini are innovative language models that use artificial intelligence (AI) to produce well-structured and coherent texts by analyzing vast amounts of data. Given their functions of systematically analyzing text data and generating ideas, this research aimed to assess the progress, current state, and future trends of hospitality research by utilizing ChatGPT and Gemini. Based on a review of hospitality bibliometric studies and discussions with hospitality researchers, 15 questions were created to conduct prompt-based elicitation with ChatGPT and Gemini. The responses were qualitatively analyzed to identify key themes and insights into the advancement of hospitality research. While some results align with previous bibliometric studies on hospitality, ChatGPT and Gemini provide unique perspectives on the progress and direction of hospitality research.