Artificial intelligence (AI - artificial intelligence) 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.

Quality management of eco-tourism products is a key aspect of sustainable tourism development that increasingly focuses on the preservation of natural resources and the enhancement of tourist experiences. This paper explores the importance of effective quality management through the application of eco-management systems, such as EMAS and ISO standards, which provide a framework for improving ecological performance and sustainability. Focusing on the integration of sustainability into the creation of eco-tourism products, the paper analyzes key steps, including natural resource assessment, planning of ecological activities, collaboration with local communities, and tourist education. The implementation of these strategies not only contributes to environmental conservation but also enhances tourist satisfaction and awareness of the importance of responsible behavior. Additionally, the paper highlights the challenges and opportunities faced by tourist destinations in adopting these approaches, emphasizing the need for continuous improvement and innovation. This paper provides recommendations for effective quality management in eco-tourism, thereby empowering local communities and promoting the long-term sustainability of tourist destinations.

In the global labor market, seen in the part that refers to tourism industry, big and fast changes are happening , which result in the creation of a large number of new jobs, as well as significant changes or the disappearance of existing jobs. Therefore, the necessity of permanent lifelong education and training of employees is imposed, in order to improve existing knowledge (upskilling) or necessary reskilling. The subject of the analysis in this paper are factors which determine role and significance of education and training in organizations of the tourism industry, goals of education and training in organizations of the tourism industry, phases, characteristics and benefits of education and training, as well as adults learning theory and principles.

This paper examines the role of sustainable conference tourism as a key prerequisite for the future development of business tourism, focusing on Hotel Norcev on Fruška Gora. The paper analyzes sustainable development and its impact on the competitiveness and success of business tourism in the future. The subject of the study is to explore the role of sustainable conference tourism as a crucial factor for the future development of business tourism. Paper started from the initial hypothesis that sustainability is a key factor for the development of business tourism. The tasks of the study included investigating and analyzing sustainable conference tourism, analyzing factors significant for business tourism, conducting research among hotel guests, analyzing the collected results, and developing recommendations for sustainable operations. The results showed that the application of sustainable principles significantly enhances the hotel's competitiveness and suggests the implementation of ecological practices in all segments of business tourism.

The hospitality industry is undergoing a significant transformation driven by technological advancements, leading to the emergence of digital hospitality. This paper addresses the drivers, challenges and opportunities associated with the digitization of hospitality services, offering valuable insights for industry stakeholders. Through an exploration of case studies, industry trends and theoretical frameworks, this paper reveals the transformative power of digital hospitality and its implications for the future of the industry. The findings reveal that the adoption of technological innovations such as virtual reality, contactless technology and artificial intelligence are reshaping the way hospitality services are delivered and experienced. Industry leaders are using these technologies to improve customer experience, optimize operations and drive sustainability initiatives. Moreover, the paper highlights the importance of tailored strategies and interventions aimed at reducing waste, improving efficiency and meeting the growing demands of consumers in the digital era. Also, the paper emphasizes the need for companies in the hospitality sector to embrace digitization and adapt to the changing landscape. By embracing technological advances and implementing innovative solutions, organizations can position themselves for success in a digitally driven world, ultimately increasingcompetitiveness and customer satisfaction in the evolving hospitality industry.

The paper is based on the assumption that quality service is a factor in achieving competitive advantage and positioning on the tourist market of agency business, and that quality is achieved through a series of relationships in the tourist-employee relationship. If the employee treats the tourist with respect, provides accurate and reliable information and exceeds the tourist's expectations with the service provided, he will get a loyal guest who will, based on the "word of mouth " system, spread positive experiences to the others, so they will also become clients of the agency. If we look at tourism as a "factory" of experiences, it is clear that for an extremely positive experience, it is necessary that every link in the series of providing a complex tourist service is of high quality. The first in a series of links is certainly the tourist agency. The modified SERVQUAL model led to the conclusion that tourists who traveled with the Asturs agency received adequate "value for money", that is, that the service provided by the agency was of better quality than expected.

Tourism is one of the world-leading businesses that represent a major generator of socio-economic development in many countries, even underdeveloped ones. The events are activities that belong to a group of formed activities, which should be a part of every tourist destination that aims to have successfully developed tourism. Trips that are primarily focused on visiting certain manifestations are portrayed as tourism of manifestations or event tourism. The manifestations are spatio-temporal phenomena, each unique due to the mutual interaction of place, domiciled inhabitants, tourists, and the managing system, including program and concept. The events that bring tourists to a certain destination can be related to culture, art, sports, entertainment, business, and even politics. This paper aims to emphasize the importance of ethnographic manifestations in Serbia as indeed a priceless intangible cultural heritage that has a huge influence and significance on the development of the local environment, as well as on the positioning of the entire country as a manifestational tourist destination with over 2500 events per year.

Museum institutions occupy an important place in cultural and touristic movements. They contain numerous valuable funds from the fields of archaeology, history, ethnology, architecture, fine and applied arts, as well as from the daily and everyday life of citizens. Novi Sad, the second largest city in Serbia, on the Pannonian plain, is known for its extremely rich history and cultural heritage. The museum complex named "Museum of the City of Novi Sad" was founded in 1954 and includes: the main or central building of the museum, the Collection of Foreign Art, the Memorial Collection of Jovan Jovanović Zmaj and the Meat Collection of Sremski Karlovac. The main goal of the work is to present the tourist offer of the Museum, and to determine its positive and negative cultural-historical values through tourism valorization using the qualitative-quantitative method and SWOT analysis, and thus to point out the potential that this institution can have in the development of tourism. Novi Sad and the whole country.

Transport infrastructure in Serbia constitutes an integral part of the material basis of tourism. The development of a tourist destination is impossible without the development of transport infrastructure. Traffic infrastructure is an integral part of a tourist destination and a condition for the development of all activities and processes in the destination. The attractive factors of the tourist destination itself cannot be successfully valorized if there is no good traffic infrastructure and traffic connections. In fact, the development of traffic contributed to the movement of people and the development of tourism, especially the construction of traffic infrastructure, railways, roads and airports, which have led to modern mass tourism. Improving the quality of traffic in terms of speed and comfort of travel is an extremely important factor in the tourist offer today. Destinations that have quality traffic infrastructure and good traffic connections are more attractive as destinations for tourists. An important prerequisite for the development of tourism in destinations is the development of traffic infrastructure, that is, the position of the destination in relation to the main traffic roads. The development of air traffic and the existence of an airport with flights to emitting markets is one of the important prerequisites for the development of tourism in Serbia. The region around the city of Kraljevo and the Zlatibor district have an extremely good position for the further development of Serbia's tourist offer. The construction of transport infrastructure is the first and decisive factor that affects the growth and development of tourism in a certain tourist destination. Traffic infrastructure extremely strongly defines and directs the economic and tourism development of Serbia. The inclusion of the airports in Kraljevo and Užice, as well as the further inclusion of other smaller airports, especially in those locations that gravitate towards a larger number of cities, will strongly influence the improvement of tourism at the country level. Multiple benefits from the inclusion of smaller airports in Serbia will be most easily seen through the increase in the number of passengers at these airports, but the real effects will be seen when the mobility of people, primarily from the region, will be noticed in the years to come.

The subject of this research is guest satisfaction in IHG hotels (Intercontinental Hotels Group). Various factors affect the overall evaluation of guest satisfaction and experience. The aim of the research is to determine whether the experience of the hotel room as a basic hotel product is more important for guest satisfaction, or the feeling that they are recognized by employees as loyal guests and that they receive the treatment they expect. In the literature review, papers that analysed guest satisfaction were referred to. Data used for the research was taken from customer experience platform Medallia1, and then the average score for different categories was analysed from questionnaires that were sent to members of the loyalty program IHG One Rewards after their check out from the hotel during the year 2022. 89 IHG hotels were included in the survey. Guests evaluated overall satisfaction with their stay in the hotel, as well as individual aspects. According to the results of the study both overall guest room experience and loyalty recognition have positive impact on overall experience. However, the stronger impact on guest satisfaction has experience of a hotel room the main hotel product.