ULOGA VEŠTAČKE INTELIGENCIJE U TURISTIČKOM MARKETINGU - KRATAK PREGLED STANJA U SRBIJI
Ključne reči:
marketing, turizam, turistički marketing, veštačka inteligencija
Sažetak
Poslednjih godina, dinamičan razvoj informaciono-komunikacionih tehnologija imao je ogroman uticaj na marketing. Danas smo svedoci nove revolucionarne transformacije: veštačka inteligencija (VI) menja svet poslovanja, obrazovanja, zdravstva, turizma, marketinga, itd. VI je već sastavni deo naše sadašnjosti i može se primeniti u mnogim oblastima. Nove mogućnosti otvaraju se i u svetu turističkog marketinga. U ovoj studiji su predstavljene neke od najvažnijih mogućnosti za korišćenje VI u marketingu i turističkom marketingu, a takođe je prikazana i situacija u Srbiji, odnosno gde je upotreba VI u zemlji uopšte i u oblasti turističkog marketinga.
Reference
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https://doi.org/10.1079/9781786393432.0000
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doi: 10.14267/Veztud.2020.Ksz.03
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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
11. Milosavljević, M. (2015). Veštačka inteligencija. Beograd, Srbija: Singidunum Univerzitet
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/
15. Oxford Insights. 2023. Retrieved January 17, 2024 from https://oxfordinsights.com/wp-content/uploads/2023/12/2023-Government-AI-Readiness-Index-1.pdf
16. Simay, A. E., Wei, Y., & Gáti, M. (2021). Mesterséges intelligencia és marketing kapcsolatának rövid szakirodalmi áttekintése [A brief literature review of the relationship between artificial intelligence and marketing]. In: Mitev, A., Csordás, T., Horváth, D., Boros, K. (Eds.), Post-traumatic marketing: virtuality and reality – Proceedings of the EMOK 2021 International Conference. Budapest: Corvinus University, p. 204-211.
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/
19. StarTech - Projekat promocije inovacija i tehnološkog razvoja u Srbiji. (2023). [Project for the promotion of innovation and technological development in Serbia]. Retrieved January 16, 2024 from https://www.startech.org.rs/
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/
2. Artificial Intelligence (AI) in the Tourism Industry: What Every DMO Needs to Know. (2019). Retrieved January 12, 2024 from https://www.barberstock.com/website/blog/artificial-intelligence-ai-in-the-tourism-indust-ry-what-every-dmo-needs-to-know/
3. Benckendorff, P. J., Xiang, Z., & Sheldon, P.J. (2019). Tourism Information Technology (3rd ed.). Wellingford, UK: CABI.
https://doi.org/10.1079/9781786393432.0000
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
5. Danyi, P., Iványi, T. & Veres, I. (2020). Present Situation and Expected Changes in Tourism by Integrating Artificial Intelligence, Especially Focusing on the Demand of Generation Z. Budapest Management Review, Vol. 51, p. 19.
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
11. Milosavljević, M. (2015). Veštačka inteligencija. Beograd, Srbija: Singidunum Univerzitet
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/
15. Oxford Insights. 2023. Retrieved January 17, 2024 from https://oxfordinsights.com/wp-content/uploads/2023/12/2023-Government-AI-Readiness-Index-1.pdf
16. Simay, A. E., Wei, Y., & Gáti, M. (2021). Mesterséges intelligencia és marketing kapcsolatának rövid szakirodalmi áttekintése [A brief literature review of the relationship between artificial intelligence and marketing]. In: Mitev, A., Csordás, T., Horváth, D., Boros, K. (Eds.), Post-traumatic marketing: virtuality and reality – Proceedings of the EMOK 2021 International Conference. Budapest: Corvinus University, p. 204-211.
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/
19. StarTech - Projekat promocije inovacija i tehnološkog razvoja u Srbiji. (2023). [Project for the promotion of innovation and technological development in Serbia]. Retrieved January 16, 2024 from https://www.startech.org.rs/
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/
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2025/08/29
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