Exploring generative AI in hospitality and tourism education through a problem-based learning approach

Hospitality and tourism education increasingly emphasize experiential and applied learning. The rapid advancement of generative artificial intelligence (AI) is reshaping not only how services are delivered but also how future hospitality professionals are educated. This pilot study examines the integration of a custom AI chatbot, NEX, within a single undergraduate hospitality management course. The study explored how generative AI can be responsibly embedded in experiential learning to build students’ competence and confidence. Using a problem-based learning (PBL) approach, undergraduate students interacted with NEX during a four-week project to address open-ended, industry-relevant scenarios. NEX functioned as a reflective learning partner, prompting inquiry rather than providing direct answers. Preliminary thematic analysis of student responses and classroom observations indicated that combining PBL with AI support was perceived to foster deeper engagement and critical evaluation of AI-generated content, though students noted platform lag and a limited number of locally relevant responses. These findings point to future research exploring the scalability of AI-enhanced PBL across diverse educational settings.