A methodological exploration of generative artificial intelligence (AI) for efficient qualitative analysis on hotel guests’ delightful experiences
Article
Sun, H, Kim, MR, Kim, S et al. (2025). A methodological exploration of generative artificial intelligence (AI) for efficient qualitative analysis on hotel guests’ delightful experiences
. INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, 124 10.1016/j.ijhm.2024.103974
Sun, H, Kim, MR, Kim, S et al. (2025). A methodological exploration of generative artificial intelligence (AI) for efficient qualitative analysis on hotel guests’ delightful experiences
. INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, 124 10.1016/j.ijhm.2024.103974
This study explores the use of generative artificial intelligence (AI), specifically ChatGPT, in analyzing qualitative data on hotel guests’ delightful experiences. To assess the utility and trustworthiness of ChatGPT as a supplementary tool, we compared human coding, guided by Grounded Theory and Qualitative Content Analysis method, with AI-augmented coding using developed prompts in analyzing survey data. Our findings reveal that the majority of ChatGPT's themes and codes of customer delight closely match those identified by human coders, suggesting its potential to streamline data analysis. However, there are also notable differences, as human coders emphasized customer-to-customer interactions and safety and security, which were not identified by ChatGPT. The research contributes to hospitality literature by establishing a methodology for using ChatGPT in qualitative analysis, highlighting its efficiency in analyzing comments and open-ended survey data.
