The Use of Chat GPT for the Assessment of the Tourism Industry in the Island of Crete, Greece: A SWOT Analysis

Abstract : Artificial intelligence and the language model Chat GPT have increasing uses in several sectors including the tourism industry. The island of Crete, Greece is a popular global tourism destination with a flourishing tourism industry. Chat GPT has been used for the assessment of the island’s tourism industry according to SWOT methodology. The responses of the abovementioned language model regarding the strengths, weaknesses, opportunities and threats of tourism industry in Crete have been analyzed and it was found that they were adequate and satisfactory. Chat GPT has identified the internal advantages and vulnerabilities of tourism industry in the island as well as the opportunities and risks imposed by the external environment. The results given by Chat GPT were in accordance with the views of tourism experts and tourism stakeholders indicating that artificial intelligence can be used supplementarily to human analysis in the tourism sector. The results of the current study and the responses of Chat GPT can be used by policy makers and tourism stakeholders in Crete for the development of rational and effective policies regarding the future of the local tourism industry.