The use of GPT and social media for operations management. Application in hospitality smart services

Abstract

Users can share their opinion visiting a restaurant or a hotel by Online Generated Reviews (OGRs) on platforms such as TripAdvisor, Booking or Yelp. Put all together, they are thousands of sentences which are quite difficult to seize for a human and to get a comprehensive opinion of the location. This study proposes a Decision Support System (DSS) composed of three modules (extraction of information from TripAdvisor comments, summarizing and rating). Compared to prior Research, our solution proposes a Neural Network Transformer-based system to summarize and rate thousands of TripAdvisor comments. Our results are bifold. First, the analysis of massive comments downloads reveals a bias between the real customer experience based on verbal opinions and the ratings scored in stars. Second, we present and online host a DSS which provides a summary of customer experiences per hotel. For Research in Tourism and Hospitality, it represents a new milestone in the artificial Intelligence journey and an application of Generative Pretrained Transformer (GPT) model. For operation Managers, it is a novel application of the use of artificial intelligence to embrace the digital revolution. Indeed, it helps to determine what customers value most and determine adequate action plan to business requirements.