The Role of Artificial Intelligence in Tourism Marketing - Brief Overview of Serbian Situation
Keywords:
marketing, tourism, tourism marketing, artificial intelligence
Abstract
In recent years, the dynamic development of information and communication technology had a huge impact on marketing. Today, we are witnessing a new revolutionary transformation: artificial intelligence (AI) is revolutionizing the world of business, education, healthcare, tourism, marketing, etc. AI is already an integral part of our present, and can be applied in many areas. New opportunities are also opening up in the world of tourism marketing. In this study, some of the most important opportunities for the use of AI in marketing and tourism marketing are presented, also the situation in Serbia is presented, i.e. where is the use of AI in the country in general and in the field of tourism marketing.
References
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4. Bradić-Martinović, A., Lazić, M., & Petković, G. (2023). Innovations in the Serbian Tourism Sector - Policies and Recommendations. In: Štrbac, D., Živković, L. (Eds.) (2023). Novi pravci u kreiranju inovacione politike Evropske unije – implikacije za Srbiju i region [New directions in the creation of innovation policy of the European Union - implications for Serbia and the region] (pp. 65-84). Beograd: Institut ekonomskih nauka
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doi: 10.14267/Veztud.2020.Ksz.03
6. Gáll, J. (2023). Artificial intelligence in the hotel industry in Slovakia. Hotel and Tourism Management, 11(2), p. 117-128.
doi: 10.5937/menhottur2302117G
7. Hui, L., Shi, S., & Gursoy, D. (2022). A Look Back and a Leap Forward: A Review and Synthesis of Big Data and Artificial Intelligence Literature in Hospitality and Tourism. Journal of Hospitality Marketing & Management, vol. 31(2) https://doi.org/10.1080/19368623.2021.1937434
8. Kovács, Z. (Ed.) (2023). A mesterséges intelligencia és egyéb felforgató technológiák hatásainak átfogó vizsgálata [A Comprehensive Examination of the Effects ff Artificial Intelligence and Other Disruptive Technologies]. Budapest, Hungary: Katonai Nemzetbiztonsági Szolgálat, p. 5-6.
9. Lazić, M., Bradić-Martinović, A., & Banović, J. (2023). Digital Skills in Tourism and Hospitality as a Precondition for the Sector Resilient Growth: The Case of Serbia. Hotel and Tourism Management, 11(1), p. 25-40.
doi:10.5937/menhottur2301025L
10. Miguel-Ángel, G., Grilló-Méndez, A. (2023). Artificial Intelligence in the Tourism Industry: An Overview of Reviews. Administrative Sciences, vol. 13 https://doi.org/10.3390/admsci13080172
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12. National Platform for Artificial Intelligence (AI Platform). (2023). Retrieved January 10, 2024 from https://ivi.ac.rs/
13. Newcomb, J. (2019). Making sense of micro-targeting. Financial Management Magazine. Retrieved January 10, 2024 from https://www.fm-magazine.com/issues/2019/aug/micro-targeting-marketing.html
14. Organisation for Economic Co-operation and Development. (2023). Retrieved January 08, 2024 from https://www.oecd.org/digital/artificial-intelligence/
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17. Soni, N., Sharma, E., Singh, N., Kapoor, A. (2018). Impact of Artificial Intelligence on Business. In Digital Innovations, Transformation, and Society Conference 2018 (Digits 2018) Retrieved January 10, 2024 from https://arxiv.org/ftp/arxiv/papers/1905/1905.02092.pdf p. 1-38.
18. Stanford Institute for Human-Centered Artificial Intelligence. (2023). Retrieved January 15, 2024 from https://aiindex.stanford.edu/report/
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20. Statistical Office of the Republic of Serbia. (2023). Retrieved January 16, 2024 from https://www.stat.gov.rs/
21. Strategija za razvoj veštačke inteligencije u Republici Srbiji za period 2020–2025 [Strategy for the Development of Artificial Intelligence in the Republic of Serbia for the period 2020-2025]. (2019). Retrieved January 16, 2024 from https://www.srbija.gov.rs/tekst/437277
22. Szalavetz, A. (2019). Mesterséges intelligencia és technológiavezérelt termelékenységemelkedés [Artificial Intelligence and Technology-Driven Productivity Growth]. Külgazdaság, vol. 63, p. 56.
23. The Research and Development Institute for Artificial Intelligence of Serbia. (2021). Retrieved January 15, 2024 from https://www.ai.gov.rs/
24. Travel Technology & Solutions. (2023). Retrieved January 18, 2024 from https://www.tts.com/blog/how-ai-is-revolutionizing-the-world-of-travel-technology/