Opportunities and Challenges in Education Utilizing AI-Generated Instruction and Research in the Hospitality Management Program

This study aimed to determine the level of challenges in AI-generated instruction and research, as well as its role in the hospitality program of Capiz State University. This study utilized a mixed-methods convergent parallel design, and a survey questionnaire with open-ended questions was used as the instrument. The respondents in the study were the 40 faculty members of the hospitality program at Capiz State University, who were selected through a total enumeration technique. Data revealed that the level of challenge in AI-generated instruction was moderately challenging, with privacy and data security and ethical considerations considered highly challenging. The result also showed a significant opportunity for AI-generated research in the hospitality program. It was also revealed through thematic analysis that the role of artificial intelligence in the hospitality program was instructional enhancement, research productivity and efficiency, personalization and student engagement, data-driven decision-making and innovation, challenges, and the responsible use of AI. It was recommended to develop instructional guidelines for the use of AI in research and instruction, and to have the faculty participate in training workshops on AI use.