使用Q方法了解旅遊業者對導入生成式AI於行程規劃應用之看法 - 以ChatGPT為例

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/53540

Title:	使用Q方法了解旅遊業者對導入生成式AI於行程規劃應用之看法 - 以ChatGPT為例 Using Q-Methodology to Understand Travel Agents' Perspectives on Introducing Generative AI in Itinerary Planning - The Case of ChatGPT
Authors:	雷舒媚
Contributors:	資訊管理學系
Keywords:	生成式人工智慧 Q研究方法旅遊業旅遊行程規劃 generative artificial intelligence q-methodology tourism travel itinerary planning
Date:	2024
Issue Date:	2024-08-02 14:03:06 (UTC+8)
Abstract:	隨著人工智慧技術不斷的發展，眾多產業對人工智慧的應用隨處可見，旅遊業也不例外。近期廣為人知的生成式AI技術-ChatGPT，在國外的旅遊公司將該技術整合旅遊行程規劃，但目前尚未見到國內旅遊業者有相關的應用，因此本研究透過對台灣旅遊業者的訪談和使用Q方法分析來進行探索性研究，試圖深入瞭解國內旅遊業者認為導入ChatGPT可能帶來的優勢和潛在挑戰，以及不同職能的業者對於導入ChatGPT的共識與分歧。本研究共建立32句Q語句，並選擇11位參與者進行Q排序，透過統計分析的結果，本研究將旅遊業者在此議題的觀點歸納出3種類型，分別為風險管理者、創新推動者、以及穩健管理者。最後，本研究對此研究成果進行探討，並提出相對應的實質建議。 With the progress of artificial intelligence (AI) technology, its applications have spread everywhere, including tourism. ChatGPT is a widely recognized generative artificial intelligence technology that has been integrated into travel itinerary planning by overseas travel companies. However, there is a lack of similar applications among domestic tourism suppliers. To address this gap, this study used Q methodology to investigate the perceptions of Taiwanese tourism professionals on the potential advantages and challenges of adopting ChatGPT, as well as the consensus and differences between different job functions. A total of 32 Q-statements were constructed and administered to 11 participants for Q-sorting. Through statistical analysis, this study identified three viewpoints of tourism professionals on this issue: ethical and moral concerns, digital promotion, and efficiency pursuit. Finally, the study discusses the research findings and provides corresponding practical recommendations.
Appears in Collections:	[Department of Information Management & Graduate Institute of Information Management] Thesis

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