From Browsing to Booking: A Research Agenda for Conversational Generative AI Across the Tourist Journey
(A2025-126097)

AUTHORS

Gabriel Maruy, Complutense University of Madrid; Miguel Llorens-Marín, Complutense University of Madrid; Adolfo Hernandez, Complutense University of Madrid

ABSTRACT

Since the market release of ChatGPT and similar large language models, there has been a notable acceleration in the deployment of conversational agents with generative artificial intelligence (CAs-gAI) in the marketing activities of hospitality and tourism. The scientific community has published a greater number of papers examining the relationship between tourists and these agents. To illustrate and update the structure of research in this field, a semi-systematic literature review is conducted. The main conclusions are: 1) Future studies should focus on transactional travel activities, and 2) comparative studies are required to ascertain the impact of various factors and outcomes across the tourist's journey (pre-trip, in-trip, and post-trip). This will facilitate a more comprehensive understanding of the interaction between CAs-gAI and consumers within the context of tourism. A research agenda with three research directions in the context of hospitality and tourism is proposed.