PRIMENA VEŠTAČKE INTELIGENCIJE U UGOSTITELJSTVU

Snježana Gagić Jaraković; Maja Paunić; Vesna Vujasinović; Mateja Stanojević

doi:10.5937/turpos0-61998

dr Snježana Gagić Jaraković Univerzitet u Novom Sadu, Prirodno-matematički fakultet, Departman za geografiju, turizam i hotelijerstvo https://orcid.org/0000-0001-8940-552X
dr Maja Paunić Univerzitet u Novom Sadu, Prirodno-matematički fakultet, Departman za geografiju, turizam i hotelijerstvo https://orcid.org/0000-0003-1446-8539
dr Vesna Vujasinović Univerzitet u Novom Sadu, Prirodno-matematički fakultet, Departman za geografiju, turizam i hotelijerstvo https://orcid.org/0000-0001-7307-2126
Mateja Stanojević Univerzitet u Novom Sadu, Prirodno-matematički fakultet, Departman za geografiju, turizam i hotelijerstvo https://orcid.org/0009-0009-6460-6785

DOI: https://doi.org/10.5937/turpos0-61998

Ključne reči: veštačka inteligencija, ugostiteljstvo, automatizacija, prsonalizacija usluge, korisničko iskustvo

Sažetak

Veštačka inteligencija (AI) sve više menja način na koji funkcioniše ugostiteljstvo, nudeći alate koji omogućavaju automatizaciju, personalizaciju usluga i unapređenje korisničkog iskustva. Ovaj pregledni rad analizira savremene trendove u primeni AI u ugostiteljstvu, oslanjajući se na aktuelnu literaturu i studije slučaja. Fokus je na integraciji AI u restoransku industriju, hotelijerstvo i korisničke interakcije, kroz tehnologije poput chatbotova, prediktivne analitike, digitalnih asistenata i robotskih sistema. Takođe se i prikazuju stavovi potrošača prema ovim inovacijama, uključujući poverenje, prihvatanje i skepticizam. Podaci navedeni u radu su tu da prikažu da AI značajno doprinosi efikasnosti i profitabilnosti ugostiteljskih preduzeća, ali izaziva i zabrinutost vezanu za sigurnost podataka, gubitak radnih mesta i smanjenje ljudske interakcije. Ovaj rad pruža pregled prednosti, izazova i budućih pravaca razvoja AI u sektoru ugostiteljstva, sa ciljem da se podstakne dalja diskusija i istraživanje u ovoj brzo rastućoj oblasti.

Reference

Aggarwal, S., Sharma, C., Nigam, V., & Roy, S. (2024). Consumer attitudes towards AI in hospitality – A study on emerging applications. International Journal For Multidisciplinary Research, 6(2).

Batra, S., & Chatterji, A. (2024). Enhancing customer experience in the hospitality industry through artificial intelligence. Don Bosco Institute of Technology Delhi Journal of Research.

Berezina, K., Ciftci, O., & Cobanoglu, C. (2019). Robots, artificial intelligence, and service automation in restaurants. In Robots, artificial intelligence, and service automation in travel, tourism and hospitality (pp. 185–219). Emerald Publishing Limited.

de Lurdes Calisto, M., & Sarkar, S. (2024). A systematic review of virtual reality in tourism and hospitality: The known and the paths to follow. International Journal of Hospitality Management, 116, 103623.

Fedosova, K., & Katunian, A. (2024). The use of artificial intelligence in the restaurant business. Turystyka i Rozwój Regionalny, 22, Article 16.

Huang, A., Ozturk, A. B., Zhang, T., de la Mora Velasco, E., & Haney, A. (2024). Unpacking AI for hospitality and tourism services: Exploring the role of perceived enjoyment on future use intentions. International Journal of Hospitality Management, 119, 103693.

Imad, A. (2019). Remodeling hospitality industry through artificial intelligence. In 2019 13th International Conference on Software, Knowledge, Information Management and Applications (SKIMA) (pp. 1–7). IEEE.

Indora, A. (2024). Artificial intelligence (AI) in the hospitality industry: A review article. International Journal For Multidisciplinary Research, 6(3).

Kapur, P., & Williams, J. D. (2025). Balancing efficiency and human touch: The role of AI and robotics in hospitality. Artificial Intelligence, Machine Learning, & Robotics in Business, 1(1), 49–51.

Kong, H., Yin, Z., Chon, K., Yuan, Y., & Yu, J. (2024). How does artificial intelligence (AI) enhance hospitality employee innovation? The roles of exploration, AI trust, and proactive personality. Journal of Hospitality Marketing & Management, 33(3), 261–287.

Koo, C., Xiang, Z., Gretzel, U., & Sigala, M. (2021). Artificial intelligence (AI) and robotics in travel, hospitality and leisure. Electronic Markets, 31(3), 473–476.

Law, R., Li, G., Leung, R., & Li, Z. (2024). The past, present and future of AI in hospitality and tourism – a bibliometric analysis. International Journal of Contemporary Hospitality Management, 37(7), 2287–2310.

Limna, P. (2023). Artificial Intelligence (AI) in the hospitality industry: A review article. International Journal of Computing Sciences Research, 7, 1306–1317.

Li, M., Yin, D., Qiu, H., & Bai, B. (2021). A systematic review of AI technology-based service encounters: Implications for hospitality and tourism operations. International Journal of Hospitality Management, 95, 102930.

Liu, Y., Li, Y., Song, K., & Chu, F. (2024). The two faces of Artificial Intelligence (AI): Analyzing how AI usage shapes employee behaviors in the hospitality industry. International Journal of Hospitality Management, 122, 103875.

Lodhi, R. N., Del Gesso, C., Asif, M., & Cobanoglu, C. (2024). Exploring virtual and augmented reality in the hospitality industry: A bibliometric analysis. Tourism and Hospitality Management, 30(1), 67–84.

Manteuffel, E., Lavrentieva, S., & Volosach, V. (2025). Artificial intelligence in the hospitality industry: The balance between automation and maintaining a personalized service. Gostinichnoe delo (Hotel Business).

Marr, B. (2019). Artificial intelligence in practice: How 50 successful companies used AI and machine learning to solve problems. John Wiley & Sons.

Pagaldiviti, S. R., & Roy, B. K. (2024). Exploring the balance of automation and human touch: A literature review on AI and robotics adoption in the hospitality industry. Asian Journal of Education and Social Studies, 50(12), 10–9734.

Rafdinal, W., Wibisono, N., & Setiawati, L. (2024). Customer-centric virtual reality applications adoption in the hospitality industry: Quality-value-based adoption model. Journal of Hospitality and Tourism Insights, 7(3), 1594–1614.

Salama, A. (2024). The impact of AI applications (virtual reality and augmented reality) in the hospitality industry: Opportunities and challenges. Journal of Association of Arab Universities for Tourism and Hospitality.

Sousa, A. E., Cardoso, P., & Dias, F. (2024). The use of artificial intelligence systems in tourism and hospitality: The tourists’ perspective. Administrative Sciences, 14(8), 165.

Wang, Y. C., Chi, O. H., Saito, H., & Lu, Y. D. (2024). Conversational AI chatbots as counselors for hospitality employees. International Journal of Hospitality Management, 122, 103861.

Yang, L., Henthorne, T., & George, B. (2019). Artificial Intelligence and Robotics Technology in the Hospitality Industry: Current Applications and Future Trends. In M. S. Khan, M. Gupta, & B. Sinha (Eds.), Digital Transformation in Business and Society (pp. 211–228). Springer.

Zahrani, M. A., Ziaeian, M., & Bamakan, S. M. H. (2025). The metaverse and sustainable tourism: Opportunities, challenges and future trends. Sustainable Futures, 101006.