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The Use of Chat GPT in Assessing the Tourism Industry in the Island of Crete, Greece. A PESTEL Analysis

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The tourism industry in Crete, Greece is well developed nowadays hosting an increasing number of visitors every year. However, it is affected from various external factors which might reduce its attractiveness as a popular tourism destination worldwide. PESTEL analysis can facilitate the development of a strategic management plan for the local tourism industry. The PESTEL methodology analyzes the political, economic, social, technological, environmental and legal factors which affect the hospitality industry in the island.  Instead of using the opinion of tourism experts and tourism stakeholders the opinion of Chat GPT was used in the current study. The language model responded promptly and rapidly and its answers were further analyzed. Chat GPT identified four to five factors in each PESTEL category affecting the tourism industry in Crete. Its answers were almost similar with the opinion of several stakeholders regarding the external factors influencing the tourism in the island. The results of our study are innovative and useful while they could be used for the development of a strategic management plan for tourism in the island. This is necessary for the promotion of its sustainability and attractiveness as a global tourism destination. Our study could be useful to several stakeholders and policy makers of the tourism industry in the island in order to develop a strategic management plan for the hospitality industry in Crete.

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

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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.