This study examines the application and impact of ChatGPT in the tourism industry. It provides an overview of ChatGPT’s development history, characteristics, and contributions to tourism, including its collaborative use with other technologies. The study applies experience economy theory and destination image theory to analyze the relationship between ChatGPT and tourism. It explores various application scenarios, such as personalized tourism, real-time consulting, intelligent tour guides, and language translation for cultural experiences. The implementation system of ChatGPT in the tourism industry is discussed, covering aspects like data collection, user interface design, deployment of user feedback mechanisms, and prompt strategies. Challenges related to data accuracy, knowledge updating, and ethical considerations are addressed. The study investigates the impact of ChatGPT on tourists’ behaviors, including their experiences, purchasing decisions, competitive advantage, and preferences for self-service. It concludes by suggesting future research directions.

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