The Business of Tourism

THE ROLE OF DIGITAL TOOLS, CRM SYSTEMS AND AI CHATBOTS IN THE DEVELOPMENT OF WINE TOURISM

Mirjana Maksimović — 2025-12-05

The future of wine tourism is shaped by two concurrent trends: a long-term decline in global wine consumption and a rapid expansion of experiential tourism demanding authenticity, technology and sustainability. This paper synthesizes market shifts, demographic changes and technological innovations (GIS, AR/VR/MR, CRM and AI) affecting winery business models. Combining empirical evidence, market forecasts and practice examples, it provides actionable recommendations for wineries and destination managers, with a regional focus on Serbia. Key messages: prioritize direct to consumer channels and visitor experience for revenue resilience; strategically integrate digital tools for experience personalization and data management.

Keywords: wine tourism, digital technologies, CRM, GIS

THE ROLE OF GASTRONOMY IN MONTENEGRO’S ECONOMIC DEVELOPMENT: VIEWS OF TOURISM EMPLOYEES BASED ON EDUCATION AND POSITION

Bojana M Kalenjuk Pivarski — 2025-12-05

Gastronomy has long been recognized as a developmental component of tourism, as it links the cultural identity of a destination with economic effects on the local community. The subject of this study is the analysis of the role of gastronomy in the economic development of Montenegro, with particular emphasis on the attitudes of employees in the tourism and hospitality sectors. The research aimed to determine the extent to which employees recognize gastronomic potential as a factor of economic development, as well as to examine differences in attitudes depending on their level and field of education, workplace, and job position. The research was conducted across Montenegro during the summer season of 2025, and data were collected through a survey questionnaire. The results show that employees recognize the economic significance of gastronomy. The study revealed a significant influence of education and work environment on the understanding of this topic, thereby highlighting the need for stronger integration of gastronomy and education within tourism development.

IDEA OF STATE REGULATION OF HOTEL ACCOMMODATION PRICES IN BULGARIA AND THE PRINCIPLE OF FREE ECONOMIC INITIATIVE - VIEWS AND SOLUTIONS

Tanya Yoncheva — 2025-12-08

After the transition from a centralized to a free market economy in Bulgaria, market mechanisms, competition, private ownership and private entrepreneurship dominate the different sectors of the national economy. In a relatively short period of time in the tourism sector many private business entities emerged and established themselves, developing their activities in the highly competitive and rapidly developing tourism market. The State has now moved away from its dominant position in economic relations, but its presence in the tourism sector remains. It is still the responsibility of the state authorities to formulate and implement the overall tourism policy and the established strategy for the sustainable development of this important sector of the Bulgarian economy. These same state bodies, in the person of the Ministry of Tourism, are also entrusted with the immediate functions of organising and administering individual tourism activities and constantly monitoring their lawful exercise. The question to what extent and with what intensity is state interference in the functioning of the tourism sector permissible and where is the boundary between regulation and subordination of an economic activity has many facets and is unlikely to receive a clear-cut answer. This article examines the issue at hand through the prism of a specific administrative proceeding before the Commission for Protection of Competition. The Commission has been asked by the relevant ministry to issue an opinion on the compatibility of the draft introduction of minimum room rates in hotels with the competition rules. The observations and arguments of the interested parties are set out below. The author's personal views on the case are set out.

UNDERSTANDING GUESTS’ HOTEL DESIGN PREFERENCES THROUGH SOCIODEMOGRAPHIC CHARACTERISTICS

Teodora Petković — 2025-12-05

Interior design today plays an increasingly important role in the hospitality industry, as it directly affects guests’ impressions, their satisfaction, and their decision to make repeat bookings. Modern hotels are no longer merely places to stay overnight, but spaces that create experiences and evoke emotions. In this context, the style of interior design becomes a key element that defines a hotel’s identity and image. This study examines the differences between modern and classical styles in the design of hotel rooms and lobbies, as well as guests’ preferences for a particular style depending on their sociodemographic characteristics. The research was conducted through an online survey in the Republic of Serbia, including 186 respondents. The results indicate that sociodemographic characteristics largely do not influence preferences for specific styles. Findings show that respondents tend to prefer modern design, while the classical style still holds significant value due to the sense of warmth and comfort it provides. The data suggest that interior design is much more than a visual impression – it is an important tool for creating recognition and guest loyalty. The research results also provide guidance for strategic planning of renovations and investments in interiors, focusing on elements that contribute most to guest satisfaction and positive experiences.

EVENTS AS A FACTOR OF SUSTAINABLE DEVELOPMENT OF WINE TOURISM

Predrag Todorov — 2025-12-05

Abstract: The paper explores the role of wine events as a key driver of the sustainable development of wine tourism in Serbia. Special emphasis is placed on the economic, environmental, and socio-cultural dimensions of sustainability, through an analysis of the Fruška Gora Wine Walk event held in Irig. By synthesizing relevant literature and examining good practice examples, the study demonstrates that well-designed and organized events contribute to the diversification of the local economy, the strengthening of destination identity, and the promotion of authentic regional values. At the same time, they raise awareness of the importance of preserving natural and cultural resources and encourage sustainable behavior among visitors and wine producers. The findings indicate the need for strategic planning, cooperation between the public and private sectors, and active involvement of the local community in order for such events to become a long-term sustainable model for the development of wine tourism in Serbia.

Key words: wine tourism, sustainable development, festivals, Fruška Gora Wine Walk, Serbia.

APPLICATION OF ARTIFICIAL INTELLIGENCE IN HOSPITALITY

Snježana Gagić Jaraković — 2025-12-05

Artificial intelligence (AI) is increasingly transforming the hospitality industry by introducing tools for automation, service personalization, and customer experience improvement. This review paper analyzes current trends in AI applications within hospitality, relying on recent academic literature and case studies. The focus is placed on the integration of AI into restaurants, hotels, and customer interaction through technologies such as chatbots, predictive analytics, digital assistants, and robotics. Furthermore, it examines consumer perceptions toward these innovations, including trust, acceptance, and concerns. The findings indicate that AI significantly contributes to operational efficiency and business profitability, yet it also raises challenges related to data security, workforce displacement, and reduced human interaction. This paper provides an overview of the benefits, limitations, and future directions for AI implementation in the hospitality sector, aiming to foster broader discussion and further research in this rapidly evolving field.

IMPORTANCE OF THE PET-FRIENDLY CONCEPT IN THE DEVELOPMENT OF MODERN HOSPITALITY AND TOURISM

Milan Vujić — 2025-12-05

Abstract: Pet-friendly services are becoming an increasingly important segment of hotel offerings, both in the global and domestic markets. Literally, pet-friendly means being welcoming or friendly towards pets. In practical and business terminology, the expression refers to the acceptance and accommodation of pets in a given facility, and it is most commonly used in the context of hospitality and tourism. In today’s evolving tourism and hospitality environment, the need to adapt hotel services to changing customer behavior patterns is becoming more pronounced. One of the growing trends in Serbia, as well as globally, is the increasing interest among travelers in the possibility of traveling with their pets. The aim of this paper is to present the perceptions of hotel users in Serbia who stay in pet-friendly accommodations.