Tourism and Society 5.0: a conversation with ChatGPT and future research agenda

Purpose Inspired by the rapid impact of emerging technologies across industries, this study explores their transformative potential within the Hospitality and Tourism sector through the lens of Society 5.0. The research offers a forward-looking perspective, adding a new dimension to the already rich and multifaceted tapestry of tourism. Design/methodology/approach Utilizing an innovative approach, this study involves a series of dialogues with ChatGPT from OpenAI to uncover insights into the future of tourism in the context of Society 5.0. The study was conducted on August 11, 2024. The output was independently evaluated by the author and a second evaluator, and the degree of agreement regarding the possibility of each example as a future scenario was evaluated using Cohen's kappa. Findings The findings revealed that ChatGPT's initial responses aligned with current literature on Hospitality and Tourism and Society 5.0. However, in the final prompt, ChatGPT introduced seven innovative concepts, each accompanied by two examples. While these insights can spark the imagination of researchers and practitioners, they also serve as a foundation for further research and academic discussion. Originality/value This study is the first to investigate the future of Hospitality and Tourism industry in relation to the concept of Society 5.0. It employs a large language model, a relatively new approach in research and offers a reflection on the human–AI collaboration in knowledge creation. In addition, the paper provides practical recommendations for industry practitioners and policymakers on leveraging AI in tourism, thus extending both theoretical and practical understanding of Society 5.0's implications.