Conference Agenda

Generative artificial intelligence (AI), particularly ChatGPT, has reshaped learning processes in higher education by offering new opportunities alongside emerging challenges. Although its use has rapidly expanded, questions remain regarding how students integrate it into their academic practices, what perceptions they hold about its effectiveness, and which ethical implications arise from its application.

This study aimed to analyze university students’ perceptions and experiences regarding the use of generative AI tools, identifying associated benefits, limitations, and ethical considerations. A qualitative, descriptive, and cross-sectional approach was adopted, using focus groups with students from a Honduran university. Data were transcribed, validated, and analyzed through thematic coding based on a predefined category framework. Discourse saturation was visualized through a word cloud, a heat map, and a conceptual network.

The findings revealed that students frequently use ChatGPT as support for content generation, information retrieval, and text refinement. However, they also noted limitations in accuracy, particularly in areas involving mathematics and programming.

The study concludes that AI adoption among students is primarily driven by functional considerations, with ethical reflection remaining at an early stage. These results underscore the need for educational strategies that integrate critical and ethical training into the use of AI

Abstract—Family businesses account for around 70% of the gross domestic product in Honduras. The objective of this study was to analyse the perceptions of both owner-founders and successors of family businesses regarding succession plans and family protocols. The methodology used was a mixed approach: exploratory-descriptive, cross-sectional, and non-experimental. The sample for the survey was non-probabilistic; 91 companies out of a universe of 844 companies according to the database of companies profiled in the business mapping conducted in 2022, and 10 representatives of family businesses participated in the focus group. The results of the survey indicate that 57% of the family businesses have family members in the company. 9% do not involve family members in the operation of the business. 53% of the family businesses do not have a formal succession plan, 8% have informal succession agreements that are not documented, and only 4% admitted that they have formalised the succession plan. The focus group revealed a strong link between family and business; when family members are in harmony, it is easier to make decisions and prepare for change. In conclusion, the absence of succession protocols and inadequate governance pose a risk to the future generation of family businesses.

This quantitative research primarily evaluates university student satisfaction with English Medium Instruction (EMI) courses, encompassing both their academic programs and entrepreneurship classes, in two pioneering Honduran private universities. Within their initial 18 months of EMI implementation, these institutions have notably advanced educational transformation and fostered entrepreneurial skill development, aiming to enhance global opportunities for students. A probability model results indicate that pedagogical, affective, and entrepreneurial dimensions significantly and positively correlate with students' likelihood of recommending EMI courses. Conversely, the study found no statistical significance for linguistic-communicative and virtual classroom dimensions, suggesting an adequate student linguistic base or successful adaptation to online learning environments for the surveyed population. This research identifies ongoing challenges, particularly in motivating increased teacher participation and accurately measuring students' language proficiency within EMI contexts. The findings offer an empirical foundation for refining EMI strategies through enhanced teaching quality, positive learning environments, and integrated entrepreneurial skill development. Future research could further explore student preference heterogeneity using qualitative or longitudinal designs and conduct comparative analyses with other university contexts.