Generative Artificial Intelligence and Responsible Tourism
Generative Artificial Intelligence (AI) tools such as ChatGPT have taken the world by storm with their
ease of adoption and perceived usefulness in performing expedited searches and sourcing for
required information online. Such tools have also entered the tourism landscape, with consumers,
businesses, and destinations seeking to tap into their immense potential and create personalized
resources for their intended audiences. However, the rapid evolution of generative AI has almost
ignored the ethical, moral, and responsible uses of these technologies. This research note is a timely
commentary and introspection of the state of play and calls for greater reflexivity and responsibility
to ensure that the tools are not abused to the detriment of tourism stakeholders.
Keywords: responsible tourism, tourism technology, digital futures, technological disruption,
knowledge economy