| Category | Assignment | Subject | Education |
|---|---|---|---|
| University | James Cook University | Module Title | LB5210 Independent Studies Assessment |
On successful completion of this subject, you will be able to:
• critically analyze complex business-related knowledge and practice from both historical and recent perspectives
• research and apply established concepts to solve business and professional practice problems
• Critically analyze complex contemporary business issues using appropriate models and make reasoned recommendations based on multidisciplinary synthesis of theory and evidence
• present complex business analyses and information appropriately to differing audiences using clear and fluent written communication
Assessment item 1: Oral - Presentation 1 (30%)
Assessment item 2: Written - Project report (55%)
Assessment item 3: Oral - Presentation 2 (15%)
The focus of the tourism stakeholder project for 20204 is an exploration of the adoption of Large Language Model (LLM) Generative (Gen) Artificial Intelligence, Gen AI for short, programs in tourism practice. Gen AIs are not the only forms of artificial intelligence in use, but they have quickly become widespread as the result of the launch of Chat GPT in late 2022/early 2023. In a short space of time they have been adopted across a range of sectors, including tourism, hospitality and events, and are now embedded in many business processes. While many advocates argue that they are transformative and highlight the potential benefits, the evidence to support the label transformative is not clear and many risks, challenges and concerns have also been raised about their usage. This project will explore how different tourism organizations have adopted Gen AI, how they believe it is changing their business and management practices, what concerns they have with using Gen AIs and what developments they would like to see in the future. The aim is to develop a comprehensive understanding of how tourism businesses are using Gen AIs, the implications for tourism training and to develop a set of guidelines/strategies to support more effective use of Gen AIs in tourism.
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