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oai:recercat.cat:20.500.14342/60762026-03-20T01:13:07Zcom_2072_482405com_2072_183628col_2072_482415

The use of GPT and social media for operations management. Application in hospitality smart services Ariza, Esteban Giraldo, Johan Valdés, Mateo Grimaldi, Didier Universitat Ramon Llull. La Salle Universidad ICESI Natural language processing Sentiment analysis Neural network transformer Hotel industry Artificial intelligence 004 62 65 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. info:eu-repo/semantics/publishedVersion 2024-09-25 info:eu-repo/semantics/article 9781643685434 1879-8314 https://hdl.handle.net/20.500.14342/6076 https://doi.org/10.3233/FAIA240425 eng Artificial Intelligence Research and Development - Proceedings of the 26th International Conference of the Catalan Association for Artificial Intelligence © L'autor/a Attribution-NonCommercial 4.0 International http://creativecommons.org/licenses/by-nc/4.0/ info:eu-repo/semantics/openAccess 4 p. IOS Press