Tourism and Society 5.0: a conversation with ChatGPT and future research agenda

As we progress through the era of generative artificial intelligence and the Metaverse, along with the increasing adoption of augmented and virtual reality devices from consumers (Alam et al., 2024), and the collective embrace of the need for a more environmentally sustainable future for upcoming generations, the Hospitality and Tourism (H&T) industry stands at the forefront, as one of the main sectors responsible for shaping the world (Streimikiene et al., 2021). These emerging technologies are now, more than ever, affecting the H&T sector. Generative AI technologies, such as ChatGPT and other large language models, are set to significantly transform the industry (Dwivedi et al., 2023; Tarik et al., 2023). The Metaverse is considered as one of the main disruptive technologies that will shape the future of the industry (Buhalis et al., 2023) and potentially serve as one of the drivers for sustainable tourism development (Go and Kang, 2023).

The emergence and beneficial adoption of new technologies and innovations by society are crucial for the transition to Society 5.0 (Carayannis and Morawska-Jancelewicz, 2022). As the concept of Society 5.0 places human beings at the core of its activities, well-being, health and safety are viewed as parallel to sustainability (Sanioğlu Tanş, 2023). The mindset of preserving natural resources, achieving economic growth through sustainable practices, and adopting environmental practices that benefit society aligns with United Nations' Sustainable Development Goals (Arora and Mishra, 2019). Emerging technologies such as digital twins, a digital replica of a living or non-living physical entity (El Saddik, 2018), represent a relatively new innovation directly related to the principles of sustainability (He and Bai, 2021). Along with the Digital Product Passport, a policy instrument proposed by the European Union for contributing to a circular economy (Jensen et al., 2023), these technologies contribute new perspectives on sustainable tourism development aimed at benefiting society, aligning with the concept of Society 5.0.

In this direction, considering the fast pace of emerging technologies' evolution and their impacts on economies (Liu and Dong, 2021) as well as society at large (Ciarli et al., 2021), the future of tourism seems almost unimaginable. Particularly, the H&T industry is at a pivotal moment of transformation, driven by the rapid adoption of emerging technologies (Buhalis et al., 2024). As societies transition toward the human-centered, super-smart paradigm of Society 5.0, the need to envision tourism's role within this framework becomes increasingly urgent. Despite growing academic interest in Society 5.0 (Shahidan et al., 2021), the intersection between this concept and tourism remains underexplored. This study addresses this gap by leveraging ChatGPT as a primary research tool to explore the intersection of Society 5.0 and the tourism industry. By focusing on this underexplored intersection, the research aims to contribute a novel perspective to tourism futures, using AI to speculate on how a human-centered society underpinned by advanced technology might reshape travel and hospitality.

ChatGPT was chosen for its unique combination of capabilities, which align with the study's objectives to uncover innovative, speculative insights and to address gaps in existing literature. At first, ChatGPT's breadth of knowledge, built on vast pre-2023 datasets, allows it to synthesize information across disciplines (Khan et al., 2024). This makes it an invaluable resource for exploring an underdeveloped research area such as the application of Society 5.0 principles to tourism. Unlike traditional expert interviews or surveys, which are limited by individual expertise and biases (Gläser and Laudel, 2009; Suchman, 1962), ChatGPT provides a comprehensive and unbiased starting point for generating ideas (Ray, 2023). Additionally, ChatGPT's ability to think “outside the box” and propose speculative ideas (LC and Tang, 2024) aligns with the study's focus on envisioning the future of tourism. Its interactivity enables dynamic and iterative questioning, akin to a brainstorming session with a multidisciplinary expert (Vela Ulloa et al., 2023). This conversational approach fosters the generation of creative yet plausible scenarios, which are crucial for future-oriented research.

Lastly, the decision to use ChatGPT in this study complements rather than replaces traditional methodologies. While surveys and interviews offer grounded, real-world perspectives, they often fail to capture the imaginative potential required to conceptualize tourism in the Society 5.0 era. By contrast, ChatGPT excels at generating novel concepts, providing a foundation for further validation through stakeholder engagement or empirical studies. In this sense, ChatGPT serves as both a research subject and a methodological innovation in this study. By harnessing ChatGPT's capabilities, this study pioneers a novel approach to tourism inquiry, demonstrating how generative AI can complement traditional methods to address emerging challenges and inspire forward-thinking solutions. This study thus contributes to the field by pioneering the use of generative AI as a tool for tourism research, expanding the theoretical and practical understanding of Society 5.0's implications for the tourism industry and offering a framework for future studies to integrate AI into academic and industry discourse.

From a systems theory perspective, tourism within Society 5.0 represents a complex adaptive network where technological infrastructure, human behavior and environmental factors form an integrated socio-technical ecosystem. Systems theory, characterized by its emphasis on holistic analysis and the interrelations between components rather than isolated parts (Bertalanffy, 1969), provides a framework for understanding how smart tourism initiatives emerge through the dynamic interactions between digital platforms, tourist experiences and destination communities, all interconnected through real-time data flows and feedback mechanisms. Relevant studies in the H&T domain have incorporate systems theory and systems thinking in the context of tourism sustainability and health experiences (Glyptou, 2024; Jia et al., 2024). Building on systems theory, this approach emphasizes how emerging technologies collectively drive the transition to Society 5.0. These technologies are not standalone innovations but work in synergy to advance human-centered design, sustainability and collaboration, which are central to Society 5.0. By framing technological and social innovations within a cohesive structure, this study moves beyond speculation and provides a theoretical foundation that can be tested, expanded, or critiqued in future research. In sum, systems theory helps articulate how tourism as a system could evolve in a Society 5.0 environment, ensuring that the speculative ideas generated are grounded in an understanding of interconnected system dynamics.

The evolution of society has been marked by significant milestones that have transformed the way we live, work and interact. From the dawn of human civilization (Society 1.0) to the industrial and information ages (Society 4.0), each era has brought forth new challenges and opportunities. As we stand on the cusp of yet another transformative phase, Society 5.0 beckons. Proposed by the Japanese government in January 2016 to balance economic advancement with the resolution of social problems in Japanese society (Fukuyama, 2018), Society 5.0 is a vision “aiming to create a human-centered, super-smart, and lean society” (Huang et al., 2022, p. 425). Currently, society is progressing through the fourth phase, the information society (Society 4.0), as an evolutionary path from the hunter-gatherer society (Society 1.0) to the agricultural society (Society 2.0), and most recently to the industrial society (Society 3.0) moving swiftly toward a super-smart society (Society 5.0), as shown in Figure 1.

The transition from a system/machine-oriented society (Society 4.0) to a human-centered society (Society 5.0) presents benefits that address major socioeconomic risks such as labor displacement, capital disruptions and spatial challenges (Fukuda, 2020), along with broader social problems like aging populations, declining birth rates and competitiveness issues (Narvaez Rojas et al., 2021). Aquilani et al. (2020) argue that life and society, in the context of Society 5.0 and Industry 4.0, can be improved through a framework based principally on big data. Using big data as a backbone will consequently lead to better decisions for the stakeholders by seamlessly connecting the cyberspace (e.g. bigdata, AI, IoT) and physical space (firms and society), thereby facilitating value co-creation in this transition. Exploring key enabling technologies for transitioning to Society 5.0 Mourtzis et al. (2022), along with extended reality (XR), Internet of Everything (i.e. edge computing, collaborative robots, big data analytics, 5G and beyond and blockchain, included digital twins. Specifically, they note that digital twin technology will be conducive on enhancing user's experience through personalized customization of product requirements.

As we move through the era of Industry 4.0/Society 4.0 toward industry 5.0/Society 5.0, current research on the future of H&T industry in the context of Society 5.0 is scarce. Nevertheless, “5.0” concept is starting to gain momentum across several industries in academic literature. These extensions include Marketing 5.0, proposed by Kotler et al. (2022), Tourism 5.0, introduced by Carbone (2020) as “a new humanism for human-centered tourism”, Healthcare 5.0, representing a paradigm shift in smart healthcare that maximizes the potential of new technologies (Mohanta et al., 2019), Agriculture 5.0 (Saiz-Rubio and Rovira-Más, 2020) and Education 5.0 (Lantada, 2020). All these concepts are crucial areas for transitioning to the Society 5.0 era (Gupta et al., 2024) and are essential for inaugurating Tourism 5.0 (Figure 2).

Hur et al. (2022) emphasized the concept of Tourism 5.0 within the specific domain of Meetings, Incentives, Conferences and Exhibitions (MICE) tourism by coining the term MICE 5.0 and highlighting the significant role of technology in transitioning to a new era. Although Thakur et al. (2022) rightly referred to Society 4.0 as the “Revolution” and Society 5.0 as the “Evolution”, on the way to harvesting benefits such as enhancing resource efficiency to minimize environmental impact (Ramírez-Márquez et al., 2024) and increase of productivity and operational efficiency (da Costa Tavares and do Carmo Azevedo, 2021), there is still resistance to adopting emerging technologies from both customers (Ho et al., 2020) and employees (Osei and Cheng, 2024) in the industry.

The use of social media targeted toward promoting sustainable tourism can facilitate the transition to the Society 5.0 era (Hysa et al., 2021). Additionally, the implementation of artificial intelligence (AI) within the context of Society 5.0 in the H&T industry has the potential to enhance safety and contribute to economic prosperity (Goel et al., 2022). The integration of tourism within the framework of Society 5.0 appears to offer numerous benefits for society as a whole; however, it also presents several challenges. Addressing these challenges effectively requires comprehensive blueprints that provide clear direction on the utilization of information technology and foster collaboration among all involved stakeholders (Ramlan and Saputra, 2023).

From the first month of its release, academia embraced ChatGPT in a profound way. The enormous capabilities of this large language model (LLM) ignited a spark for preliminary research and prompted critical academic and industry dialogue, raising concerns about unethical use, mostly in education and research contexts. This debate, which highlighted ChatGPT's popularity, led to strong calls for regulations by academic institutions and publishers. The ability of ChatGPT to successfully generate academic essays, cover letters, and even flesh out fictional characters (with detailed descriptions, backstories and internal thoughts) has showcased its potential as a creative system (Raiola, 2023). This aspect motivated many researchers to produce publications exploring the limits of ChatGPT's creativity for research purposes. For example, Hill-Yardin et al. (2023) chatted with ChatGPT about the future of academic publishing, debating its usefulness in research and inviting other academics and practitioners to judge for themselves. In a similar vein, Du et al. (2023), while exploring the potentials of ChatGPT in research and development for intelligent vehicles, concluded that:

Moving in the same direction, i.e. engaging in dialogues with ChatGPT, other researchers have reached the conclusion that ChatGPT has the ability to advance academia in exciting new ways (Hassan et al., 2023; Lund et al., 2023; Lund and Wang, 2023). ChatGPT has demonstrated significant potential in enhancing productivity, fostering teamwork and driving innovation (Ray, 2023). Buriak et al. (2023), taking it one step further by examining best practices for using AI when writing scientific manuscripts, argue that LLMs do not yet possess the creativity and know-how of humans needed to produce seminal research. Across the literature, the majority of research emphasizes the need for regulations and calls for attention concerning matters of ethics and potential bias (Anderson et al., 2023; Rahimi and Talebi Bezmin Abadi, 2023). Pavlik (2023) calls for educators to train students on effective use of generative AI, as well as to consider the potential threats that such tools pose.

This study adopts a descriptive research design, leveraging the capabilities of ChatGPT, an AI language model developed by OpenAI based on the GPT-4 architecture (Achiam et al., 2023), to simulate a structured interview and conversation format. The research design centers on engaging with ChatGPT to gather comprehensive insights and to take advantage of its ability to think “outside of the box” (McKendrick, 2024). The dialogue was conducted on August 11, 2024.

The data collection process involved a structured engagement with ChatGPT, where the researcher initiated a series of conversations by providing prompts relevant to the subject of Society 5.0 and the tourism industry's’ future. These conversations were designed to mimic a natural dialogue, allowing for questions, clarifications and in-depth discussions. Each interaction was carefully documented, with the dialogue transcripts saved and reviewed for accuracy. Multiple sessions, with different versions of ChatGPT (GPT-4, GPT-4o mini and GPT-4o) were conducted to ensure thorough coverage of the research questions and to enable iterative refinement of the queries. The final results reported in Table 2, including all seven outside-the-box concepts and their accompanying examples, were generated using GPT-4o, the most capable version available at the time of data collection. The earlier sessions using GPT-4 and GPT-4o mini served as iterative pilots to refine the prompting strategy prior to the definitive data collection session. The author and a second evaluator independently assessed the output and Cohen's kappa in IBM SPSS Statistics for macOS (Version 29.0.1.0; IBM Corp., Armonk, NY) was used to measure the degree of agreement regarding the possibility of each example, provided by ChatGPT in the final prompt, as a future scenario (Rau and Shih, 2021). The classification of kappa values was as follows: <0.20 indicating poor strength of agreement, 0.21–0.40 for fair agreement, 0.41–0.60 for moderate agreement, 0.61–0.80 for good agreement and 0.81–1.00 for very good agreement.

It is important to clarify that Cohen's kappa was not used as a measure of predictive validity or as evidence that the scenarios will materialize in the future. Rather, it was used as a measure of inter-rater reliability for a defined binary classification task, namely whether each AI-generated example could be considered plausible according to the criteria established by the researchers. In this sense, the binary classification should be understood as a first-level screening device that supports transparent human-in-the-loop evaluation, while remaining compatible with the future studies emphasis on uncertainty, contestation and multiple possible imaginaries.

ChatGPT was selected for this study due to its demonstrated stability and consistency in complex decision-making scenarios (Yan et al., 2025), its documented performance across multiple domains including education, healthcare, reasoning and scientific research, where it has outperformed some fine-tuned models in specific NLP tasks (Liu et al., 2023), and its prior application in H&T research where scholars have developed domain-specific research questions for use with the model (Carvalho and Ivanov, 2023; Dwivedi et al., 2023). Building on these strengths, the prompting strategy was structured in three phases to guide ChatGPT from general understanding to creative scenario generation. The first phase involved introductory questions to ensure comprehension of the context of Society 5.0 (e.g. “Are you aware of Society 5.0” and how does Society 5.0 differ from other versions of society?”). We then presented six core questions focusing on key aspects of Society 5.0 and the tourism industry, covering topics from essential factors and focal areas to long-term transformations and the balance of technology benefits with concerns. Finally, after these six questions, an open-ended prompt was given inviting ChatGPT to “think outside the box” and propose innovative future tourism scenarios in the context of Society 5.0. This phased approach to prompting was intended to lead ChatGPT from establishing foundational knowledge to generating speculative, forward-looking ideas.

Specifically, six questions were adapted from existing research questionnaires after careful examination and deduction based on relevant theory (Åsvoll, 2014). In particular, questions were taken from Gupta's et al. (2023) research on the use of AI-driven facial recognition to enhance value in the travel and tourism industry and from Wassler and Fan's (2021) research on possible futures for tourism academia. Two independent researchers from the H&T knowledge field examined the final set of questions and approved them. The study began with an initial dialogue with ChatGPT to introduce it to the interview context by providing prompts relevant to the research subject (e.g. “Are you aware of Society 5.0?”, “How does Society 5.0 differ from other versions of societies?” and “What are the key technologies used in Society 4.0?”). Following those initial prompts, the selected questions were posed to ChatGPT. Table 1 presents the structured questions used in the study.

After the six questions, a final prompt was given to ChatGPT: “If you were to think outside the box, what would be the future of tourism in the context of Society 5.0? Provide examples.”

Since the study involved interaction with an AI, there were no concerns regarding the privacy or confidentiality of human participants. The conversation transcripts were securely stored to ensure data integrity. The researcher remained vigilant about potential biases in interpreting the responses generated by ChatGPT and approached the analysis objectively, acknowledging the limitations of AI-generated content (Esmaeilzadeh, 2023). It is important to acknowledge ChatGPT's lack of domain-specific expertise and its occasional generation of plausible-sounding yet inaccurate information (Ray, 2023). To address this, the prompts used during the sessions were iteratively refined to elicit clearer, context-specific responses and critical evaluation was applied to filter the AI's output. Key information provided by ChatGPT was cross-checked against existing literature and commonsense knowledge to avoid the inclusion of obviously fabricated details. These precautions were intended to ensure that the insights gathered were factually consistent and aligned with the study's objectives and theoretical frameworks. This human-in-the-loop approach (combining AI generation with human oversight) was used to mitigate biases and errors, thereby enhancing the rigor of the methodology.

A further methodological clarification is warranted regarding the epistemological boundary between AI hallucination and speculative foresight. In conventional research contexts, hallucination refers to AI-generated content that presents factually incorrect information as established fact (Sun et al., 2024). In the present study, however, the final prompt explicitly invited ChatGPT to speculate beyond current reality. Consequently, the standard hallucination criterion is inapplicable to outputs such as teleportation or neuro-tourism. The criterion applied by the two independent raters was instead one of internal logical coherence and technological trajectory. A scenario was classified as a plausible future if it could be connected to an identifiable current research or development pathway, however preliminary, and did not violate fundamental physical or biological constraints as understood at the time of the study. Scenarios that relied solely on science fiction conventions with no traceable empirical grounding were classified as implausible. This distinction formalizes the human-in-the-loop oversight described above and provides a reproducible basis for similar future studies employing generative AI in speculative foresight research.

Based on ChatGPT's answer to the first question, the key factors for the Tourism Industry in Society 5.0 are “personalization and customization”, “integration of smart technologies”, “sustainability and environmental impact”, “cultural and social integration”, “health and safety”, “smart infrastructure”, “ethical use of technology”, “global collaboration and standards”, “economic considerations” and “innovation and adaptation”. A similar set of factors was provided for the second question regarding the key focus areas for the H&T industry in Society 5.0. Viewed through the lens of systems theory, these factors reflect the interconnected nature of tourism as a socio-technical ecosystem within Society 5.0. The emphasis on personalization and smart technologies represents the feedback mechanisms central to adaptive systems, while sustainability and ethical considerations address the system's relationship with its broader environment. This alignment demonstrates that ChatGPT's output, while descriptive, reflects systemic interdependencies consistent with Bertalanffy's (1969) framework and contemporary applications in tourism (Glyptou, 2024).

As for the future vision for the H&T industry in Society 5.0, ChatGPT mentioned as future aspects the following: “highly personalized travel experiences”, “smart destinations and infrastructure”, “sustainability as a core principle”, “enhanced cultural and social interaction”, “improved health and safety”, “global collaboration and standardization”, “ethical and inclusive tourism”, “continuous innovation and adaptation” and “economic resilience and growth”. Although, these aspects are contemporary, there widely acknowledged by academics and professionals in the H&T industry. ChatGPT's answer to the fourth question (long-term transformation of the H&T industry in Society 5.0) echoed these themes, reinforcing the idea that technological and societal trends identified for the near future would continue to shape the industry in the long term.

These recurring themes can be critically examined through established technology adoption frameworks. The technology acceptance model (Davis, 1989) and unified theory of acceptance and use of technology (Venkatesh et al., 2012) provide lenses for understanding how tourists and industry stakeholders might respond to such innovations. ChatGPT's emphasis on personalization aligns with perceived usefulness constructs, while concerns about ethical implementation reflect the facilitating conditions that determine adoption success. The diffusion of innovations theory (Sahin, 2006) further illuminates how these concepts might spread across the tourism ecosystem, progressing from early adopters in technologically advanced destinations to broader industry implementation.

Regarding the fifth and sixth questions, one of the key findings is the potential of AI to significantly enhance both security and convenience in the tourism industry. AI-driven technologies can analyze vast amounts of data in real-time, allowing for more effective risk management and security measures (Habbal et al., 2024). Specifically, ChatGPT noted that predictive analytics could be employed to monitor traveler behavior, weather conditions and geopolitical events to anticipate and mitigate potential security threats. As mentioned by ChatGPT, “AI can predict and manage security risks, enhance identity verification through biometrics, and provide real-time monitoring to quickly respond to threats, ensuring travelers' safety.” ChatGPT suggested that AI could play a critical role in creating a safer environment for travelers, while also streamlining processes like airport security checks and hotel check-ins through biometric systems. These findings are in line with Abduljabbar's et al. (2019) and Lohmann's et al. (2021) research on emerging technologies and safety environments for travelers, as well as with Boo and Chua's (2022) research on facial recognition check-ins.

In addition to improving security, AI has the capacity to greatly enhance convenience for travelers (Ivanova, 2019). The ability of AI to automate routine tasks, such as booking and itinerary management, could simplify the travel process, allowing for a more seamless experience (Ivanov, 2019). ChatGPT highlighted that “AI facilitates effortless travel planning and execution through automation, real-time adjustments, and contactless interactions, making travel more convenient and stress-free.” This underscores AI's potential to reduce the complexities associated with travel planning, providing personalized recommendations and real-time updates that cater to individual traveler preferences. Moreover, by handling these routine tasks, AI frees up human staff to focus on more complex, emotionally driven interactions with customers, thereby preserving the human touch that is often critical to a positive travel experience (Lei et al., 2024).

However, the analysis of ChatGPT's answers also revealed significant challenges related to privacy that arise from the widespread adoption of AI in tourism. A widely researched issue, the use of AI to collect and analyze personal data, raises concerns about data security and the potential misuse of sensitive information (Bavli et al., 2024; Carmody et al., 2021). ChatGPT emphasized the importance of “providing transparent data use practices and empowering travelers with control over their data,” suggesting that clear communication about how data is collected, used and protected is essential for building trust with consumers.

Furthermore, the analysis highlighted ethical considerations that must be addressed to ensure the responsible use of AI in tourism. AI systems must be developed and deployed with fairness and inclusivity in mind (Shams et al., 2023), avoiding biases that could lead to discrimination or unequal treatment of travelers. ChatGPT pointed out that “AI systems should be designed to enhance fairness and inclusivity, with regular audits to identify and correct biases, ensuring ethical implementation”, suggesting that the tourism industry must implement rigorous standards and oversight mechanisms to ensure that AI technologies are used ethically and that they enhance, rather than undermine, the equitable treatment of all travelers.

Considering the final prompt “If you were to think outside the box, what would be the future of tourism in the context of Society 5.0? Provide examples.”, ChatGPT provided seven speculative and innovative ideas. Among these concepts are “Virtual and Augmented Reality Tourism”, “Neuro-Tourism: Travel Through the Mind”, “Space and Deep-Sea Tourism”, “Eco-Positive Tourism: Regenerating the Planet”, “Quantum Travel and Instantaneous Experiences”, “Customized Micro-Travel: Personal Universes” and “AI-Driven Personal Companions” The answers are presented in Table 2.

These speculative concepts warrant critical examination through the systems theory framework established earlier. Each scenario represents potential nodes in the evolving tourism system, with varying degrees of technological readiness and social acceptance. For instance, VR/AR tourism and AI companions operate within current technological capabilities and align with existing adoption trajectories, while neuro-tourism (Alzboun et al., 2024) and brain–computer interfaces technology (Koukopoulos, 2025), quantum tourism (Mahadewi et al., 2026) and teleportation tourism (Nair et al., 2023) represent more distant horizons requiring fundamental technological breakthroughs.

Applying systems theory more critically, it is worth noting that the scenarios do not emerge in a social vacuum. Each concept implies feedback loops not only between technology and the tourist experience but also between industry actors, regulators, and host communities whose interests may diverge significantly. Eco-positive tourism, for instance, introduces regenerative feedback mechanisms that could stabilize ecosystems; yet without equitable benefit-sharing structures, such initiatives risk reproducing neo-colonial dynamics in which destination communities bear the costs of conservation while external enterprises capture the economic surplus. Similarly, neuro-tourism and AI-driven companions raise questions about data governance that systems theory frames as boundary-spanning challenges, centering on who controls the interfaces between the cyber and physical layers of these socio-technical systems and under what accountability structures. Foregrounding these tensions does not diminish the speculative value of ChatGPT's scenarios but rather positions them as hypotheses about system configurations that future empirical and critical research can test, refine and contest.

Although many of these concepts may seem too far-fetched, with the current pace of technological developments, the state-of-the-art research being conducted worldwide, and initiatives from organizations such as the European Union and the United Nations, this future might be closer than we imagine. Indeed, by speculating on such futures, we can better identify what might be required, in terms of innovation, police and ethical safeguards, to move toward these possibilities.

Two researchers evaluated each of the 14 example scenarios ChatGPT provided (two examples for each of the seven “outside the box” concepts) according to whether they believe each one is a possible future scenario or not. For this evaluation of the final prompt answer, the inter-rater agreement was very good as indicated by a Cohen's kappa value of 0.857. In fact, the researchers were in complete agreement on 13 out of 14 cases (92.8% agreement) regarding the plausibility of the scenarios.

The researchers considered the following examples to be potentially viable future scenarios: “Immersive Digital Travel”, “Augmented Reality Enhancements”, “Biosphere Tourism”, “Energy-Positive Destinations”, “Personalized Micro-Worlds”, “AI Travel Companions”, “Dynamic Itinerary Planning”. Overall, 7 out of 14 examples (50%) were deemed possible for the future. The researchers notably disagreed on the possibility of “Space Tourism as the New Frontier”, reflecting differing opinions on the feasibility of mainstream space travel.

The concepts generated by ChatGPT, such as “Virtual and Augmented Reality Tourism” and “AI-Driven Personal Companions”, align with the principles of Tourism 5.0, a concept rooted in Society 5.0. Tourism 5.0 extends Society 5.0's emphasis on human-centered innovation, sustainability and smart systems (Carbone, 2020; Fukuyama, 2018). The speculative scenarios proposed by ChatGPT can be mapped onto Tourism 5.0's objectives, particularly in creating hyper-personalized and immersive experiences while fostering environmental regeneration. For example, “Eco-Positive Tourism,” which emphasizes rewilding and sustainable practices, reflects Society 5.0's integration of advanced technologies with environmental stewardship (Sanioğlu Tanş, 2023). Moreover, ChatGPT's concepts can be interpreted as operationalizing key tenets of Society 5.0 by leveraging emerging technologies to achieve social and economic transformation. This alignment suggests that ChatGPT's ideas are not purely imaginative, but consistent with ongoing academic and policy discussions around Society 5.0 (Huang et al., 2022).

Additionally, the “Eco-Positive Tourism” concept aligns with the Sustainable Development Goals (SDGs), particularly Goal 12 (Responsible Consumption and Production) and Goal 13 (Climate Action). The theoretical integration of ChatGPT's speculative ideas into sustainability literature underscores their potential relevance in addressing global challenges (Arora and Mishra, 2019). For example, the use of digital twin technology to monitor and optimize eco-tourism destinations could contribute to achieving circular economy objectives (Jensen et al., 2023). Finally, other concepts can be examined and interpreted through the lenses of established frameworks, such as the technology acceptance model (Davis, 1989), the unified theory of acceptance and use of technology (Venkatesh et al., 2012) and the diffusion of innovations theory (Sahin, 2006), to gauge how tourists and industry stakeholders might accept or adopt these futuristic innovations.

Notably, the use of ChatGPT to generate future scenarios parallels the aims of scenario planning frameworks in tourism. Scenario planning has emerged as a critical tool for understanding and preparing for an increasingly volatile, uncertain, complex and ambiguous (VUCA) global tourism industry (Yeoman and McMahon-Beattie, 2025). Traditional scenario planning involves constructing multiple plausible futures to inform strategy, emphasizing a structured approach to navigating uncertainty. In this study, ChatGPT served as an unconventional scenario-planning partner, rapidly producing a range of possible futures that can spark strategic conversations. This approach complements existing methodologies by introducing AI as a creative input to the scenario development process. The integration of AI and big data into scenario planning is increasingly seen as a forward-looking enhancement to address emerging challenges. Therefore, the speculative insights generated by ChatGPT can be viewed as scenario sketches that researchers and practitioners might refine and expand upon using conventional foresight techniques. By linking these AI-driven scenarios with established theory and frameworks, we provide a richer academic grounding for the discussion of tourism futures, bridging imaginative speculation with scholarly discourse on future studies and strategic foresight in tourism (Hartman and Postma, 2024).

Following ChatGPT's “outside of the box” speculations on the future of tourism in the context of Society 5.0, the AI concluded with the following thought:

What stands out in this vision is the statement that “the tourism industry could evolve into a platform for not just seeing the world, but actively shaping it for the better”. This phrase summarizes the potential evolution of the tourism industry in the context of a society that puts humans at the center, respects the environment, promotes individuality and inclusivity and allows the industry to develop globally by utilizing technologies for the benefit of society. It is noteworthy that ChatGPT appears to include itself (as a proxy for technology) in this vision by stating “These speculative ideas challenge us to think beyond the traditional boundaries of travel”, emphasizing the role of technology (and those who create and use it) in pushing the frontiers of how we conceptualize travel.

From a practical standpoint, these findings carry several implications. Tourism industry practitioners and businesses should begin preparing for these potential futures by investing in digital infrastructure, staff training and innovation ecosystems that leverage AI and immersive technologies. For example, travel companies can experiment with VR/AR content to enhance marketing and pre-trip planning, or develop AI-driven customer service bots that personalize traveler experiences. Importantly, AI should be used to augment human service rather than replace it, preserving the critical human touch in hospitality interactions (Koukopoulos et al., 2024).

As Lei et al. (2024) suggest, maintaining “touch over tech” is vital to positive travel experiences even in a highly automated environment. At the same time, policymakers need to craft forward-looking regulations and frameworks to ensure that the integration of AI in tourism happens ethically and inclusively. This includes setting industry standards for data privacy and security, requiring transparent data use practices, and mandating regular audits of AI systems for biases and fairness. Proactive governance can mitigate risks such as privacy violations or discriminatory outcomes, thereby building public trust in AI-enabled tourism services. Furthermore, policies should encourage the development of accessible technologies so that benefits of Society 5.0 in tourism (like virtual travel or AI assistance) are widely shared and do not exacerbate digital divides. By taking action on these fronts, regulators and industry leaders can help realize the Society 5.0 vision in tourism, leveraging advanced technologies for societal benefit while safeguarding the public interest.

In reflecting on the methodology, the synergy between human researchers and the AI proves to be a key strength of this study. Methodologically, the study illustrates the value of human–AI collaboration in speculative tourism research. ChatGPT supported creative scenario generation, while the researchers provided theoretical interpretation, plausibility assessment and ethical scrutiny. By integrating ChatGPT's output with human analysis, for instance by validating ideas against existing literature and assessing their feasibility, the study demonstrated a rigorous approach to leveraging AI in academic inquiry. This approach echoes calls in the literature for combining AI tools with expert judgment to produce reliable and meaningful research outcomes. Future researchers can build on this synergy, using AI as a starting point for idea generation and then applying domain expertise to refine and test those ideas. Such a blended methodology can enhance creativity while maintaining academic rigor.

Like all studies, this research comes with several limitations. The responses are constrained by the model's training data and by the non-deterministic nature of AI-generated output. Additionally, the dynamic nature of AI interaction means that responses can vary between sessions; what the model produces is not fully deterministic. This variability was managed by conducting multiple sessions and cross-referencing the information obtained, but it remains a factor to consider. Furthermore, while the conversations addressed a broad range of topics, they were not exhaustive, as the focus was on selected themes aligned with the study's objectives and the Society 5.0 framework. There may be other important aspects of future tourism (e.g. specific cultural or geopolitical considerations) that were not captured in our dialogues.

A further limitation concerns the risk of confirmation bias in the inter-rater plausibility evaluation. Because the author was responsible for curating the prompts and also participated in the plausibility evaluation, prior familiarity with the research objectives may have predisposed the author toward viewing ChatGPT’s outputs favourably. This represents an inherent conflict of interest in self-evaluation that cannot be fully eliminated through methodological controls alone. Future studies should engage independent raters with no involvement in the prompt design phase and ideally include domain experts drawn from futures studies, technology forecasting and tourism practice, to provide a more disinterested assessment of scenario plausibility.

Future research could explore the tourism industry in the context of Society 5.0 using next-generation AI models and multiple LLMs. Comparing the answers from different AI systems, or from AI vs human domain experts, could help validate and enrich the set of innovative ideas, addressing the need for triangulation. Engaging human experts (e.g. futurists, technologists, policymakers) to review or build upon AI-generated scenarios would be a valuable next step to enhance credibility and practicality of the insights. Also, future studies should explore longitudinal engagements with AI (e.g. iterative conversations over time) to see if and how the AI's perspective might change with updates to its knowledge base. Finally, researchers could empirically test some of ChatGPT's specific predictions or suggestions in controlled scenarios, for instance, piloting an AI-driven travel companion in a limited setting to gauge user reactions and outcomes.

In conclusion, this study demonstrates a novel approach to exploring tourism futures by combining the imaginative power of a generative AI with scholarly analysis. The speculative scenarios presented offer a bold vision of what Tourism 5.0 might entail in a Society 5.0 world. By considering both the transformative opportunities and the associated ethical, practical and theoretical challenges, this research aims to contribute to ongoing discussion and innovation at the intersection of tourism, technology and society. The journey toward Society 5.0 in tourism has only begun, and both human creativity and artificial intelligence will undoubtedly play pivotal roles in shaping that future.

A critical reflexivity is nonetheless warranted. Society 5.0 and the concept of Tourism 5.0 are not neutral descriptors of inevitable progress, they are policy imaginaries that originated in a specific geopolitical and economic context and carry normative assumptions about who benefits from technological advancement, at what pace and under whose governance. The scenarios generated by ChatGPT in this study are shaped by the training data embedded in the model, which reflects predominantly anglophone, technologically optimistic and market-oriented perspectives. Geopolitical inequalities in AI infrastructure access, labor displacement risks in hospitality and travel and the concentration of surveillance capability in the hands of technology corporations are among the structural concerns that the ChatGPT-generated futures largely elide. This does not invalidate the speculative value of the outputs, but it does underscore that generative AI is itself a sociotechnical artefact that privileges certain imaginaries over others. Future research employing similar methodologies should actively solicit a diversity of stakeholder voices, including labor representatives, communities in destination regions, and scholars from the Global South, to interrogate and enrich the AI-generated future visions. Only by treating ChatGPT as one input into a pluralistic foresight process, rather than as a neutral oracle, can the tourism futures field harness the creative potential of generative AI while guarding against the reproduction of existing inequalities.

The author would like to thank Dr Stavros Lounis for serving as the second evaluator in the inter-rater assessment of the AI-generated scenarios.