Tourism International Scientific Conference Vrnjačka Banja - TISC

DIFFERENT SOURCES OF TOURISM DEVELOPMENT SUSTAINABILITY

2026-10-16T15:37:15+02:00

A sustainable regulatory framework is a dimension that is less discussed in the contemporary literature on sustainable tourism. In developed countries, especially in the EU, it is a standard that is not discussed. However, in CEFTA countries, there is still much room for improvement. This text is about the establishment of free trade in travel agency services in the CEFTA common market.

THE EFFECTS OF TOURIST EXPERIENCES ON TOURISTS' ENVIRONMENTALLY RESPONSIBLE BEHAVIOR

2026-10-16T15:59:26+02:00

The rapid growth of global tourism has intensified its negative impacts on the natural environment, increasingly threatening the sustainability of destinations. Consequently, environmental conservation has become essential for the long-term viability of these areas. Tourists' behavior during their stay at destinations represents a key component of tourism activities and a critical factor shaping the landscape of host destinations. Therefore, developing strategies that foster environmentally responsible behavior has become a central concern in academic discourse. This study aims to analyze the effects of the tourist experience on tourists' intentions to behave responsibly toward the destination. Using descriptive statistics and Pearson's correlation coefficient on a sample of 40 respondents, this study indicates that sensory, social, and emotional tourist experiences positively influence environmentally responsible behavior. The results provide empirical support for the theoretical framework linking destination experiences and pro-environmental actions, while offering practical guidelines for encouraging sustainable tourism practices.

PERCEPTIONS OF GREEN HOTEL PRACTICES AND THEIR IMPACT ON GUEST SATISFACTION

2026-10-16T16:05:53+02:00

The aim of this paper is to examine how guests perceive green practices implemented in hotels and to analyze the extent to which these practices influence their overall satisfaction. Data were collected from 215 respondents in Serbia during November and December 2025. Correlation analysis demonstrated a very strong association between perceptions of green practices and guest satisfaction. Regression analysis further confirmed that green practices significantly predict satisfaction, explaining 86% of its variance. These results highlight the central role of sustainability initiatives in shaping guest satisfaction and experience, suggesting that credible and visible environmental practices are essential for enhancing satisfaction and fostering loyalty in the hospitality sector.

TRADITIONAL PLANT KNOWLEDGE IN CLIMATE-RESILIENT AND SUSTAINABLE TOURISM

2026-10-16T16:09:15+02:00

Nature-based tourism is increasingly affected by climate change, creating a need for approaches that support sustainable transformation and local adaptation. Ethnobotanical knowledge, including traditional plant uses, management practices, and cultural meanings, remains an underexplored resource in tourism research. This paper examines the role of ethnobotanical knowledge in enhancing the sustainability and climate resilience of nature-based destinations. Using a conceptual and literature-based approach, the study integrates insights from ethnobotany, tourism studies, and climate change research. Findings suggest that ethnobotanical knowledge can support sustainable tourism by conserving biodiversity, diversifying tourist activities, reinforcing place-based identities, and promoting community participation. Incorporating ethnobotanical knowledge into tourism planning can enhance the adaptive capacity of destinations and contribute to the transformation of tourism systems towards greater resilience and sustainability under changing climatic conditions.

INVESTMENT EFFICIENCY AND ECONOMIC PERFORMANCE OF INTEGRATED SPA DESTINATIONS

2026-10-16T16:14:25+02:00

The transformation of traditional spa resorts into integrated spa destinations has led to the intensification of investment activities in the tourism sector. This paper analyzes the relationship between investment efficiency and economic performance of integrated spa destinations, with a special focus on infrastructure investments as a key factor of long-term competitiveness. Starting from an economic theoretical framework, the research examines how capital investments affect productivity, income diversification and wider regional economic effects. The methodological approach is based on the analysis of secondary sources and a case study. As an illustrative example, the destination Terme Tuhelj in Croatia is used, which shows how targeted infrastructure investments contribute to improving economic performance through increasing capacity, extending the tourist season and strengthening the market position.

HEALTH AND NUTRITIONAL LITERACY OF SPA SERVICE AS A FACTOR OF PERCEIVED SPA EXPERIENCE QUALUTY

2026-10-16T16:21:09+02:00

The importance of tourist experience is reflected in economic success, competitiveness, and reputation of destinations, contributing to tourist loyalty and positive word-of-mouth. Accordingly, improving customer experience has become a key strategic priority in contemporary tourism. At the same time, trends in health tourism emphasize the need for active user participation in maintaining and improving personal health, where health and nutrition literacy play an important role. Spa destinations represent integrated tourism products that combine medical, wellness, and gastronomic services, requiring users to understand information related to therapies, dietary recommendations, and healthy lifestyles to achieve high-quality experience. The aim of this paper is to examine the level of health and nutrition literacy among spa users, with a focus on Vrnjačka Banja Spa, and its influence on perceived tourist experience quality. The research was conducted using a quantitative approach through a survey among spa users in Serbia, contributing to a better understanding of the relationship between literacy, satisfaction, and revisit intentions. The findings revealed a significant relationship between the understanding of therapy purposes and the expected effects of the stay, while a positive corelation was identified between specific dimensions of satisfaction and the overall perception of services. These results confirm that a higher level of health and nutrition literacy directly contribute to a more positive and meaningful tourist experience.

GREEN TRANSFORMATION PATTERNS IN EU TOURISM: A CLUSTER ANALYSIS OF EU GREEN PILLAR INDICATORS

2026-10-16T16:25:13+02:00

This paper examines structural patterns of green transformation in EU tourism using 2023 data from the EU Tourism Dashboard. Three Green Pillar indicators were analyzed: air travel emission intensity, excellent bathing water quality and dependence on distant origin markets. Descriptive statistics and K-means cluster analysis were applied to identify sustainability profiles among EU Member States. The results reveal three distinct clusters. The first group combines high environmental quality with strong dependence on long-haul markets, indicating structural vulnerability despite strong natural assets. The second cluster is characterized by high emission intensity and lower environmental performance. The third group reflects a more balanced and relatively sustainable model with lower emissions and moderate market dependence. ANOVA results show that emission intensity and dependence on distant markets are the main differentiating factors. The findings highlight heterogeneous pathways of sustainable tourism transformation across the EU.

SUSTAINABLE AGRITOURISM FEASIBILITY IN THE MODRAC LAKE REGION, BOSNIA AND HERZEGOVINA

2026-10-16T16:31:30+02:00

This paper assesses the feasibility of introducing agritourism as a form of sustainable tourism development in the Modrac Lake Region, with a particular focus on Kiseljak. The research examines development potential, market demand, stakeholder readiness, infrastructural and organizational constraints, minimum service standards and opportunities for integrating local products into the tourism value chain. The empirical research applied three instruments to local producers and households, institutions and public services, and market, tourism and hospitality actors, with qualitative validation through four focus groups. The analysis combines descriptive statistics, multiple-response analysis, cross-tabulations and thematic coding of open-ended answers and focus-group findings. The results indicate that agritourism is feasible only as a phased, pilot-oriented and spatially responsible model based on local products, households, short visits, tastings, educational content and small thematic routes. The contribution of the paper lies in linking sustainable tourism, collaborative destination governance and stakeholder readiness into a practical framework for gradual agritourism development.

THE ROLE OF GREEN FINANCIAL INSTRUMENTS IN THE SUSTAINABLE TRANSFORMATION OF THE TOURISM SECTOR

2026-10-16T16:37:37+02:00

The modern tourism sector is facing changes in consumer preferences as well as evolving regulatory requirements. In addition, climate change has intensified the need for a sustainable transformation of the tourism industry. In this transformation process, green financial instruments serve as a key mechanism for mobilizing capital toward projects that contribute to carbon dioxide reduction, improved energy efficiency, the development of renewable energy sources, and the preservation of natural resources in tourism. The aim of this paper is to analyze the types of green financial instruments used in tourism, evaluate their potential effects, and compare their application in the European Union and the Republic of Serbia. The research findings indicate that green financial instruments play a crucial role in supporting sustainable tourism development.

TOURIST BEHAVIOR IN THE DECISION-MAKING PROCESS: THE ROLE OF SOCIO-DEMOGRAPHIC CHARACTERISTICS

2026-10-16T17:00:58+02:00

Understanding consumer behavior in the tourism sector is crucial for the success of tourism organizations and the development of effective marketing strategies. Examining how consumers make decisions regarding tourism products enables better understanding of their needs and preferences. The research aims to analyze consumer behavior during the decision-making process in tourism, specifically analyzing behavior across different socio-demographic segments. The empirical analysis was conducted on a sample of 237 respondents using primary data processed in the statistical software SPSS. The results indicate that consumer behavior related to researching and purchasing package holidays, visiting tourist destinations, and loyalty toward travel agencies differs across socio-demographic segments. These findings suggest that it is highly important for organizations in the tourism sector to recognize the specific behavioral patterns of different consumer segments and to adjust their marketing and business strategies accordingly.

SUSTAINABLE PRACTICES OF MUSIC FESTIVALS: CASE STUDY SERBIAN FESTIVALS

2026-10-16T17:05:17+02:00

Environmental challenges linked to tourism and mass events have heightened the importance of sustainable festival management worldwide. Tourism accounts for approximately 8% of global CO₂ emissions, underscoring the urgent need for environmentally responsible practices within the event industry. Music festivals provide significant economic and socio-cultural benefits but also exert considerable environmental pressures through waste generation, energy consumption, transport emissions, and excessive resource use. This paper examines the sustainable practice of music festivals in the Western Balkans, focusing on Serbia and its major regional festivals such as Exit, Lovefest, Beer Fest and Guča. Drawing on a review of scientific literature and analysis of current festival practices, the study identifies key environmental challenges and opportunities for sustainable transformation. The findings show that, although sustainability is increasingly prominent in festival discourse, the adoption of green practices remains limited and insufficiently institutionalised. The paper emphasises the importance of waste management, stakeholder cooperation, institutional support, and environmental awareness in advancing sustainable festival development in the Balkan region.

ENVIRONMENTAL COSTS, INITIATIVES, AND PERFORMANCE OF HOTEL ENTERPRISES IN SERBIA

2026-10-16T17:10:07+02:00

The aim of this paper is to review environmental cost tracking, environmental initiatives, and the environmental and financial performance of hotel enterprises. The research is based on a survey questionnaire covering various categories of environmental costs, the level of implementation of environmental initiatives, managerial incentives, and perceptions of environmental and financial performance. The empirical study was conducted on a sample of 50 employees in hotel enterprises in Serbia. The results indicate that systematic monitoring of environmental costs and the implementation of environmental initiatives have a positive impact on improving both environmental performance and the financial performance of hotel enterprises.

TRANSFORMATIONS IN THE CONCEPT OF SPA TOURISM IN EUROPE

2026-10-16T17:17:43+02:00

Spa tourism is one of the oldest forms of tourism, with a long history of using mineral waters for healing since ancient times. Originally, spa resorts developed as places where people came to bathe and drink mineral water to improve their health. Over the years, however, spa tourism has expanded beyond medical treatment to include a wide range of wellness services, relaxation opportunities, and lifestyle programs. This paper explores the evolution of spa tourism in Europe, highlighting how traditional practices have been integrated with modern tourism offerings. The study focuses on Karlovy Vary in the Czech Republic and Montecatini Terme in Italy, two destinations that successfully combine historic spa traditions with contemporary wellness and leisure services. The findings aim to provide insights for policymakers, spa managers, and researchers interested in enhancing the appeal and competitiveness of spa tourism today.

SUSTAINABLE PRACTICES AT SCIENTIFIC EVENTS: EFFECTS ON PARTICIPANT PERCEPTIONS AND CONGRESS TOURISM

2026-10-16T17:22:09+02:00

Congress industry puts environmental pressure on destinations, indicating the need to implement green solutions that will ensure development of sustainable event offer, which will contribute to the sustainability of a destination. The purpose of the paper is to analyze the prevalence of the application of green practices in organizing scientific conferences and congresses. Empirical research was conducted to examine the attitudes and perceptions of participants regarding the level of representation of environmental practices at scientific conferences in which they participated, and the influence of their socio-demographic characteristics on differences in their attitudes. The empirical results contribute to a better understanding of the attitudes of scientific conference participants and their perceptions regarding the readiness of event organizers to transform current approach to organizing conferences to use resources responsibly and encourage responsible behaviour of the participants.

GREEN TRANSFORMATIONAL LEADERSHIP IN THE FUNCTION OF TOURISM DEVELOPMENT

2026-10-16T17:26:50+02:00

Environmental protection is an inseparable part of tourism development. The modern business environment is increasingly forcing tourism industry stakeholders to implement green practices and protect the environment. Considering the advantages and disadvantages of working conditions in tourism, it is not easy to ensure the implementation of these practices among employees. In this process, the leader plays a key role, with green transformational leadership highlighted in the literature as a suitable solution for the successful implementation of green practices. The paper aims to point out the importance, goals, and benefits of implementing green transformational leadership as a modified leadership style that should contribute to greater employee motivation in implementing green practices in tourism. The paper uses the methods of induction and deduction. In conclusion, green transformational leadership is a suitable mechanism for motivating employees to implement green practices at work and create a green, creative environment.

SUSTAINABLE TRANSFORMATION OF CULTURAL AND GASTRONOMIC TOURISM THROUGH AHP ANALYSIS OF FOOD WASTE

2026-10-16T17:30:52+02:00

The problem of food waste in tourism represents a significant challenge for achieving the principles of sustainable development, particularly in the segments of cultural and gastronomic tourism. The aim of this paper is to identify and rank key factors contributing to the sustainable transformation of the tourism offer in Serbia. The application of the Analytic Hierarchy Process (AHP) method enables the quantification and determination of the relative importance of factors influencing food waste reduction, including technological innovations, management of food preparation processes, employee education, and efficient use of resources. The main contribution lies in integrating a theoretical model with contemporary approaches to resource management in tourism and hospitality. The results highlight the importance of analytical methods in decision-making, enhancing the sustainability of tourist destinations, and strengthening competitiveness. Furthermore, the findings provide practical guidance for tourism managers and planners to optimize resources and reduce operational losses.

TRANSFORMATION PROCESS OF SPAS AND LOCAL ECONOMIC DEVELOPMENT IN THE REPUBLIC OF SERBIA

2026-10-16T17:34:35+02:00

Transformation process of traditional spas into integrated tourist destinations represents a major structural transformation in the contemporary tourism development. Most of the spas in the Republic of Serbia have gone through this process. The aim of the paper is systematisation of transformed spa and climatic resorts and examination of the connection between the process of their transformation and local economic development. Comparative and correlation analysis are applied in the paper. The research results show that the transformation process of spa and climatic resorts is not related to the current development level of the local self-government units which they belong to. Given that tourism can undoubtedly be considered as a driver of economic development, the creators of regional and local development policies in the Republic of Serbia should take advantage of the completed transformation processes of a significant number of spa and climatic resorts. It should be put to the function of balanced development and the reduction of local and regional development disparities.

EVALUATING THE SUSTAINABLE DEVELOPMENT POTENTIAL OF FOREST HEALTH TOURISM: A CASE STUDY OF CHONGQING

2026-10-16T17:39:12+02:00

Amid population aging and rising health awareness, forest health tourism has driven the rapid development of forest health bases in China. While existing studies have assessed the suitability of forest health bases from the perspectives of the health market, health environment, and forest resources, the indicator systems remain insufficiently refined and largely neglect inter-dimensional coordination, thereby constraining their capacity to adequately reflect sustainable development potential(SDP). This study: (1) refines traditional suitability indicators and, based on the principle that development suitability and inter-dimensional coordination are equally important, constructs a SDP evaluation framework; (2) conducts an empirical investigation on 16 municipal-level and above bases in Chongqing and identifies several high-potential cases; and (3) employs grey relational analysis to show that High-SDP tiers are dominated by HE quality, Medium-SDP by HE-FR synergy, and Low-SDP by HM-HE interaction. The study provides both theoretical support and a practical tool for forest health base sustainable development.

FROM METADATA TO POLICY: USING PHOTO-SHARING PLATFORMS TO UNDERSTAND TOURISM DYNAMICS

2026-10-16T17:47:32+02:00

Social networking platforms and websites designed for photo sharing provide access to images of various locations. Several of these services additionally include geo-tagged metadata, indicating the precise geographical coordinates where the photographs were taken. When aggregated in substantial quantities, such data can serve as a proxy for identifying visitor interests, revealing which sites attract tourist attention and how these locations are perceived by other users. Consequently, the analysis of metadata derived from photographs posted on diverse online platforms enables the examination of tourist preferences, their movement patterns within a destination, and the evaluations expressed by other users regarding the shared images. This study undertakes an analysis of a statistically significant dataset of photographs uploaded by contributors to Google Local Guides, a component of the Google Maps platform. The city of Ohrid, is employed as the case study. The findings of this research are expected to provide valuable insights both for prospective visitors and for policymakers.

DRONE TECHNOLOGY IN TOURISM PROMOTION: A FRAMEWORK FOR SUSTAINABLE DEVELOPMENT

2026-10-16T17:51:47+02:00

The rapid integration of innovative digital technologies is transforming tourism promotion, creating new opportunities for destination presentation. This paper examines the application of drones (unmanned aerial vehicles) in presenting tourist attractions through high-quality aerial imagery. It proposes a conceptual theoretical model linking drone-generated content (aerial photography and videography) with destination promotion to support sustainable development. The research argues that, by improving how destinations are perceived, drone imagery increases their attractiveness and competitiveness in the tourism market. In addition to contributing to the state of the art, this conceptual paper also provides practical implications. It offers valuable insights for tourism organizations and destination managers seeking to integrate digital innovations into promotional campaigns.

AI AND TRANSFORMATION OF SPA MANAGEMENT: KEY ETHICAL CONSIDERATIONS

2026-10-16T17:55:26+02:00

This paper reviews available scientific literature on how artificial intelligence (AI) is transforming spa management and highlights core ethical considerations for responsible adoption. AI enables personalized wellness recommendations, demand forecasting, dynamic pricing, energy optimization, predictive maintenance, and automation of scheduling and customer service, potentially improving service quality and operational efficiency. These benefits raise ethical AI issues including fairness in personalization and pricing, explainability of recommendations, bias in customer profiling, and accountability for harm when automated decisions affect access to services. Data privacy is critical because spa settings involve sensitive health, biometric, and behavioral data; key requirements include data minimization, purpose limitation, secure storage, informed consent, and careful governance of third-party vendors and cross-border data flows. Integration challenges include interoperability with legacy booking and facility systems, cybersecurity risks, staff training, and managing model drift over time. Findings of the review are consolidated into the SPA-ETHICS Governance Framework, which operationalizes eight ethical pillars (transparency, accuracy, data privacy, accountability, non-deception, fairness, human oversight, and responsibility) across the spa AI lifecycle by linking use cases to controls, decision rights, escalation pathways, and audit mechanisms. The review highlights the need for human oversight and continuous monitoring to preserve integrity, trust, and safety in AI-enabled spa operations.

CAN LEISURE ACTIVITIES BE TRANSFORMATIVE? THE ROLE OF CSR PRACTICES IN SPA TOURISM DESTINATIONS

2026-10-16T18:00:06+02:00

Tourism, as one of the fastest-growing global industries, places increasing pressure on natural resources and local communities, highlighting the need for sustainable and socially responsible practices. Spa destinations, which depend on natural healing resources, environmental quality, and preserved local contexts, are particularly relevant settings for integrating sustainability into tourist experiences. When supported by CSR practices, spa tourism may not only contribute to reducing negative environmental and social impacts, but also encourage positive shifts in tourists’ attitudes, awareness, and behavior. This paper adopts a literature review approach to explore how CSR practices integrated into spa leisure activities may foster tourists’ transformation by enhancing sustainability awareness and encouraging responsible post-trip behavior. The paper conceptualizes spa destinations as settings for sustainability-oriented transformation and identifies mechanisms through which leisure activities can extend their influence beyond health and relaxation services.

HOW DO I LOOK: AI STYLIST

2026-10-16T18:02:56+02:00

Modern tourism is increasingly driven by digital solutions that enhance travel quality through hyper-personalization. This paper presents "How Do I Look: AI Stylist", an innovative information system implemented as a mobile application providing real-time style and appearance advice. By leveraging a sophisticated AI model ecosystem, including Large Language Models (LLMs) and advanced computer vision (CV), the system offers tailored feedback on style coordination, situational formality, and cultural appropriateness. The research focuses on the functional architecture, highlighting the seamless integration of AI-driven styling services with user-centric interfaces. Furthermore, the paper explores key use-cases within the tourism sector, such as assisting travelers in efficient and sustainable wardrobe planning for diverse climates and social contexts. By acting as a digital personal assistant, the application contributes to the "integrated destination" concept, ensuring visitors feel confident and culturally aligned with their surroundings, ultimately transforming the overall visitor experience.

THE ABC MODEL: FROM COST MANAGEMENT TO SUSTAINABLE STRATEGY FOR A TRAVEL AGENCY

2026-10-16T18:07:24+02:00

Understanding global tourism trends and integrating them into business strategies represents a key challenge for travel agencies, directly impacting their competitiveness. The contemporary tourism market demands precise resource management, yet traditional costing systems often fail to reflect process complexity, leading to price distortions and inefficient resource allocation. The aim of this paper is to examine the application of the ABC model as a tool that enables the transition from cost management to a sustainable strategy for a travel agency. Through a cost structure simulation using three destinations (Greece, Italy, and Spain), the paper analyzes the use of cost drivers for their accurate allocation. Results demonstrate that the ABC model reveals "hidden" costs, eliminates cross-subsidization, creating a reliable foundation for strategic decision-making. The findings indicate that implementing the ABC model contributes to cost transparency, more efficient resource management, and long-term profitability, supporting the sustainable business transformation of travel agencies.

HERITAGE 4.0: DIGITAL CONSERVATION, SUSTAINABLE TOURISM AND PROACTIVE CULTURAL SITE MANAGEMENT

2026-10-16T18:10:24+02:00

This paper aims to develop the "Heritage 4.0" conceptual model, which integrates digital analytics, sensor networks, and human-in-the-loop principles for the proactive management of cultural sites. The research is motivated by the limitations of traditional, reactive conservation methods that intervene only after visible degradation occurs. The study employs systemic modeling, technology analysis, and predictive analytics, utilizing Heritage Remaining Useful Life (HRUL) as a predictive degradation assessment framework. The proposed model enables continuous condition monitoring, simulation-based risk assessment, and preventive intervention planning, while ensuring that final decisions remain within the jurisdiction of experts. Consequently, it provides a methodological framework for enhancing sustainable conservation and strategic visitor management. Furthermore, the model facilitates digital heritage valorization and integration with sustainable tourism, establishing a foundation for future empirical research and practical application in cultural site management.

DIGITAL TECHNOLOGIES AS DRIVERS OF INCLUSIVE AND SUSTAINABLE TOURISM DEVELOPMENT

2026-10-16T18:13:32+02:00

Contemporary challenges of sustainable development and digital transformation require new approaches to developing inclusive tourism. As digital technologies significantly shape the accessibility, participation, and quality of the tourism experience of people with disabilities, this paper examines the role of information and communication technologies in overcoming existing barriers, as well as their potential to contribute to the economic, social, and environmental sustainability of destinations. Through a theoretical framework and relevant examples, the paper analyzes how the application of ICT contributes to the sustainable transformation of inclusive tourism. It identifies the key dimensions of this process and explores the challenges and prospects of their further application in contemporary tourism development. This approach contributes to a better understanding of the role of digital technologies in creating more inclusive and sustainable tourism systems.

DIGITAL NOMAD DESTINATIONS - PILOT ASSESSMENT AND VALIDATION ROADMAP

2026-10-16T18:17:21+02:00

Digital nomadism creates opportunities for destinations beyond major urban centres, but practical readiness tools remain limited. This paper develops a literature-derived instrument with 13 factors across five dimensions and pilots it through supply-side stakeholder self-assessment in four Serbian destinations, providing a diagnostic readiness profile and directions for further validation.

IMPACT OF GENERATIVE ARTIFICIAL INTELLIGENCE ON THE PROFESSIONAL ACTIVITIES OF LOCAL TOUR GUIDES

2026-10-16T18:21:41+02:00

Generative Artificial Intelligence (GenAI) entered widespread use several years ago. Considering its potential on one hand, and the nature of tour guiding on the other, generative AI can provide significant assistance to tour guides, particularly in the preparation phase of guided tours. The objective of this research was to determine, through a survey of a sample of guides from Osijek-Baranja and Vukovar-Srijem counties, whether local tour guides in these regions are familiar with generative AI technologies and whether they utilize them in preparing their tours. The study was conducted via a survey of local tour guides in the aforementioned counties. The collected data were processed using methods of descriptive and inferential statistics. The research results indicate a relatively poor level of knowledge and a low rate of AI utilization among the surveyed guides for tour preparation purposes. This study was conducted as part of broader research aimed, among other goals, at defining a lifelong learning model for local tour guides to enhance the quality of the tourism offerings in the specified counties.

THE UNIVERSITY STUDENT AND MARKETING: A VISION OF RELATIONSHIPS WITH THE TOURISM SECTOR

2026-10-16T18:27:40+02:00

The universities have recognized the importance of promotion in the education and tourism sectors. For instance, universities have transformed their vision from student recruitment to a holistic marketing approach. This has caused the issue of marketing on student confidence and student sentiment, has gained more expectations in recent years by universities and the tourism sector. The study aims to systematize the theoretical and practical references that link confidence and student sentiment to marketing approaches in higher institutions. The findings identified a small number of studies, which differ from the interest in other sectors and businesses. Concerning student confidence and student sentiment, the paper highlights the employment opportunities, internship, personal branding, storytelling and collaborative project-based learning. Furthermore, these aspects are fairly linked with obtaining employment opportunities and enhancing vocational capabilities.

THE ROLE OF ARTIFICIAL INTELLIGENCE IN ENHANCING E-BUSINESS IN THE HOSPITALITY INDUSTRY

2026-10-16T18:30:37+02:00

This paper analyses the role of artificial intelligence in enhancing e-business in the hospitality industry, with emphasis on marketing, reservation systems, and revenue management. The study examines key applications of AI, including the personalisation of customer experience, conversational systems, dynamic pricing, and predictive analytics. The findings indicate that the implementation of artificial intelligence results in more efficient online communication, higher booking conversion rates, improved performance indicators such as RevPAR and ADR, and greater customer satisfaction. At the same time, the paper identifies important limitations to its implementation, primarily concerning investment costs, data protection, and the development of the necessary organisational and human resource capacities. It is concluded that artificial intelligence is a significant driver of digital transformation and competitiveness in contemporary hotel business.

MATRIX ANALYSIS IN ECONOMICS AND TOURISM: MODELS, CHALLENGES AND PRACTICAL SOLUTIONS

2026-10-16T18:34:04+02:00

This paper investigates the application of matrix analysis and linear algebra as fundamental tools for solving complex economic problems, with a specific focus on the tourism sector. Central to this study is the process of mathematical modeling, where real-world economic scenarios-such as supply chain interdependencies (Input-Output models) and market share dynamics (Markov chains) are translated into structured matrix systems. A significant portion of the research is dedicated to the pedagogical and practical challenges faced by students and educators in this field. The transition from abstract algebraic operations, such as matrix inversion and determinants, to their functional interpretation in tourism management (e.g., Revenue Management and cost optimization) represents a major cognitive hurdle. By analyzing these "modeling gaps," the paper suggests that the integration of computational tools and case-study methods is essential for bridging the divide between theory and practice. The findings conclude that mastering matrix-based modeling is not merely a technical requirement but a strategic necessity for future professionals navigating the data-driven landscape of modern tourism.

ANALYSIS OF DIGITAL TRANSFORMATION IN EU TOURISM: A COMPARATIVE STUDY

2026-10-16T18:38:07+02:00

This paper examines the level and dynamics of digital transformation in tourism across European Union countries. The aim of the study is to assess changes between 2019 and 2023 and highlight key differences among countries. The analysis is based on secondary data from the Tourism Dashboard, including indicators of e-commerce sales of tourism enterprises, the share of tourism enterprises using social media platforms, and internet speed at tourism destinations. The study applies a combination of descriptive, comparative, and correlation analysis, along with ranking and cluster classification. The results show clear differences in both the level and pace of digital transformation, identifying groups of leaders, stable, fast-growing, and lagging countries, and indicate no significant relationship between changes in internet speed and digital business activities in tourism.

FROM CLASSROOMS TO DESTINATIONS: RETHINKING ENERGY USE IN TOURISM THROUGH EDUCATION

2026-10-16T18:43:51+02:00

This study investigates the education–tourism–energy nexus in a European context over the period 2016–2024, aiming to assess how tourism dynamics, human capital, and energy efficiency interact within a sustainability framework. Using harmonized Eurostat data, the analysis adopts a comparative and descriptive approach to identify temporal trends. The results reveal that tourism is a cyclically sensitive sector, characterized by pre-pandemic stability, a sharp contraction during 2020–2021, and an asymmetric post-pandemic recovery. International tourism demand exhibits high elasticity and non-linear rebound effects, reflecting strong responsiveness to external shocks. In contrast, energy efficiency shows lower volatility, with temporary deterioration during the pandemic followed by gradual improvement, although convergence across countries remains incomplete.

SUSTAINABLE TOURISM INDICATORS AS DRIVERS OF CHANGE: CASE STUDIES OF THE SELECTED EU COUNTRIES

2026-10-16T18:48:28+02:00

The transformation of tourism into a more sustainable sector aligned with both economic and environmental goals has become a priority worldwide. This transition requires a stable measurement framework capable of identifying economic, environmental and social aspects of tourist activities and actors. The paper examines sustainable tourism indicators as drivers of change, structured into three pillars of sustainability, and their relationship to the Sustainable Development Goals. The measurement of sustainable tourism is presented through the case studies of Italy, Austria, Spain, and Sweden. Aiming to assess the extent to which sustainability is incorporated in the national tourism systems of the selected countries, the case studies address micro-destinations, tourism and travel influence on transport emissions, the environmental pressures from tourists' consumption, and compare these data with traditional tourism indicators. The findings reveal that while all the analyzed countries demonstrate progress towards sustainable tourism, significant disparities exist between tourist growth and environmental protection.

FROM TRADITIONAL TO SMART: AN ANALYSIS OF COMPANIES IN DIFFERENT STAGES OF INTELLIGENT LOGISTICS ADOPTION

2026-10-16T18:53:27+02:00

New digital technology has significantly changed logistics on a global level, and has created intelligent logistics that help business become more productive, more innovative and more competitive. In the case of developing countries like North Macedonia, intelligent logistics are still being adopted, and this adoption is affected by many opportunities and challenges. This paper provides a comprehensive analysis of the level of the perceptions and implementation levels of digital logistics by companies and how companies benefit from them as an alternative to manual processes; as well as describes the financial and organizational challenges companies are facing. The research aims to assess the extent to which companies have adopted such solutions, the benefits they perceive, and the barriers they encounter during implementation. In this context the results are analyzed using the SPSS softer package. The paper findings present that intelligent logistics play a vital role in improving efficiency, reducing costs, and supporting sustainable business practices, although the initial costs are high.

ARTIFICIAL INTELLIGENCE IN TOURISM TRANSFORMATION: A SUSTAINABLE DEVELOPMENT FRAMEWORK

2026-10-16T19:08:50+02:00

Technology and tourism are engaged in a reciprocal and dynamic relationship in which technological innovation not only transforms but also structurally shapes the sector. The rapid development of digital technologies, particularly Artificial intelligence (AI), has initiated a new phase in tourism characterized by smart systems and data-driven decision-making. AI enhances operational efficiency, automates repetitive tasks, optimizes resource allocation, and improves demand forecasting, reservation management, and customer communication. Its integration contributes to service personalization, increased competitiveness, and long-term sectoral development. This paper examines the global effects of AI on tourism, with a focus on its economic and developmental implications arising from the implementation of advanced technological innovations. The findings indicate that artificial intelligence significantly contributes to operational efficiency, service personalization, and sustainable tourism management, while simultaneously generating organizational and ethical challenges. Based on the literature analysis, the paper proposes a conceptual framework explaining the multidimensional role of AI in sustainable tourism transformation.

DEVELOPING SUSTAINABLE TOURISM COMPETENCIES THROUGH ESP INSTRUCTION

2026-10-16T19:14:19+02:00

Although sustainable tourism research increasingly highlights competence development and educational transformation, the role of language education in fostering sustainability competences remains underexplored. To address the aforementioned gap, this paper looks into the possible contributions of English for Specific Purposes (ESP) instruction in developing sustainable tourism competences within tertiary-level students. Drawing on competence-based education and United Nations Education for Sustainable Development (ESD), the study suggests a conceptual framework linking ESP pedagogy with sustainability-oriented learning outcomes. It argues that ESP courses for tourism and hospitality students can extend beyond language acquisition by promoting intercultural awareness, critical thinking, ethical communication, and responsible professional practices. The integration of sustainability-focused communicative tasks and curriculum design strategies enables ESP instruction to prepare graduates to actively support sustainable tourism transformation and improve employability.

POTENTIALS OF CULTURAL ROUTES IN VRNJAČKA BANJA: UNREVEALING MODERNIST HERITAGE FOR SUSTAINABLE TRANSFORMATION

2026-10-16T19:17:54+02:00

In the European context, particularly after the adoption of the Faro Convention ratified by Serbia, the past two decades have seen growing interest in the heritage of the recent past valuable to the community. Citizens’ engagement increasingly shapes the interpretation of heritage, making tourism more authentic and experiential. Vrnjačka Banja, the leading spa and cultural tourism centre in Serbia, acquired its recognizable modernist identity in the 1960s and 1970s. The Sculpture Park with bivetas designed by Mitrović, the Promenade, and the Castle of Culture initiated by Protić still form its cultural core. However, lacking protection as an integrated landscape, the area has gradually lost authenticity, while key architectural and artistic works have been damaged or removed. Although local community initiatives seek to promote and reinterpret this heritage through exhibitions, public talks, and digital platforms, these remain largely invisible. This research explores the potential of Banja’s modernist heritage through cultural routes, guided programs and mixed reality experiences.

AUTHENTICITY VERSUS COMMERCIALIZATION: PRESERVING HERITAGE IN OVERTOURISM

2026-10-16T19:22:39+02:00

The aim of this study is to examine the relationship between the preservation of cultural heritage authenticity and the commercialization of the tourist experience in tourism-intensive destinations, with a particular focus on Vrnjačka Banja, the most visited spa in Serbia. The objective of the research is to identify the key challenges faced by local communities and institutions in balancing the economic benefits of tourism with the protection of cultural identity. The methodology employed in this study integrates qualitative and quantitative approaches, encompassing the analysis of tourist flows, visitation statistics, and the documentation of local cultural programs. The findings indicate a mounting trend of commercialization in the tourism sector, a development that, while fostering economic growth, also poses a threat to the cultural authenticity of local communities. The findings suggest the implementation of integrated tourism strategies grounded in sustainable management and the active involvement of the local community.

ECONOMIC ANALYSIS OF THE GLOBAL WELLNESS MARKET WITHIN THE HOTEL INDUSTRY

2026-10-16T19:27:34+02:00

Today, wellness can be seen as a successful and commercially attractive product in the tourism market. The increasing interest of individuals in health, overall well-being and innovative forms of body and mind care is leading to the dynamic development of wellness services. Wellness has strong development potential and is therefore expected to continue growing until 2030. Economically successful wellness service businesses rely on meticulous attention to every detail of the service provided. We can conclude that wellness is highly popular and takes different forms in each country, shaping the unique character of individual wellness destinations. The success and growth of wellness are also linked to demand and to how much people are willing to spend on wellness services.

RESIDENTS' PERCEPTION OF THE FESTIVAL TOURISM DEVELOPMENT IN THE JABLANICA DISTRICT

2026-10-16T19:31:18+02:00

The impact assessment of tourism development on local community attitudes is very important because of the direct link between residents’ support and sustainable tourism development, as well as due to the fact that the community is the basis of authenticity, sustainability and long-term success. It is difficult to achieve a balance between economic benefits and preservation of the environment without considering the residents' attitudes and their active involvement in the festival tourism development. The aim of this paper is an examination of residents’ attitudes towards the positive and negative effects of the festival tourism development in the Jablanica District based on the socio-demographic characteristics of the respondents. The residents' attitudes were analyzed based on the conducted research. Autors' conclusions indicate the need to create a system that will enable resident participation in tourism, while respecting the principles of sustainability, in order to improve the competitiveness of the Jablanica District as a tourist destination.

BEYOND THE FLIGHT: DOES SERVICE EXCELLENCE PRECEDE SUSTAINABLE AIRLINE BRAND TRUST?

2026-10-16T19:34:15+02:00

This paper aims to investigate the impact of the perceived service quality and value in airlines on building brand trust. Using a quantitative approach, data were collected from 236 customers from different airlines. The unique contribution of this study is the conceptualization of service excellence as a fundamental factor that precedes brand trust. The results highlight a strong relationship between these elements, suggesting that service delivery must go beyond functional excellence to create a lasting impact on passenger behavior. Furthermore, the study highlights the importance of the role of airlines in improving quality standards, which leads to increased perceived value and sustainable brand trust. Ultimately, the research indicates that the enhancement of the experience and the perceived quality of passengers is a major driver of long-term credibility in airlines.

REGRESSION ANALYSIS IN EXAMINING FACTORS AFFECTING TOURISM REVENUES

2026-10-16T19:38:08+02:00

In this paper, the application of multiple linear regression is analysed to assess the factors affecting tourism revenues in European cities. The study uses hypothetical yet realistic data for 15 cities in 2019. Average hotel price, number of tourists, and number of international air connections are included as independent variables, while total tourism revenue is considered as the dependent variable. The regression model was developed and tested using SPSS, estimating coefficients, standard errors, and t-values. Multicollinearity was assessed using the Variance Inflation Factor (VIF), and residual analysis was conducted to confirm model assumptions and prediction reliability. Results show that the number of tourists has the greatest impact on revenue, while other variables represent complementary indicators. The model is statistically significant (p < 0.001) and explains 99.6% of revenue variability, confirming its high predictive accuracy and practical relevance for planning tourism development.

URBAN DESTINATION MANAGEMENT AND SUSTAINABLE TOURISM TRANSFORMATION: THE CASE OF TIRANA

2026-10-16T19:41:55+02:00

In recent years, Tirana has experienced significant tourism growth, transforming from a transit city into an emerging urban tourism destination. This transformation has influenced the city’s international image, urban vitality, and economic development, while also creating challenges related to sustainability and destination governance. This paper analyzes Tirana’s transformation and examines the role of urban regeneration, governance practices, and digitalization in supporting tourism development. The study adopts a qualitative and descriptive case study approach based on secondary data, including official tourism statistics, policy documents, tourism strategies, and urban development reports. Findings suggest that tourism growth has been supported by increased international visibility, revitalization of public spaces, digital innovation, and the expansion of tourism-related services. The study highlights the importance of integrated governance, stakeholder cooperation, and sustainable planning in managing tourism growth in rapidly transforming urban destinations such as Tirana.

FROM GROWTH TO SUSTAINABILITY? ASSESSING ALBANIAN TOURISM THROUGH MEDITERRANEAN BENCHMARKING

2026-10-16T19:44:38+02:00

Tourism is considered one of the most important sectors of the global economy, making a substantial contribution to economic growth and diversification. Over the past decade, according to international data, Albania has become one of the fastest-growing tourism destinations in Europe. The aim of this study is to investigate whether the country’s rapid tourism expansion represents a sustainable transformation or is merely a period of accelerated quantitative growth. Based on secondary data from national and international statistics, the study examines tourism trends and benchmarks Albania against other Mediterranean destinations, such as Croatia, Greece, and Spain. The comparative results demonstrate strong and rapid tourism growth in Albania, as well as increased competitiveness as a Mediterranean destination. However, some sustainability challenges, such as environmental pressures and tourism seasonality, must be addressed. The study offers valuable insights and recommendations for policymakers aiming to balance tourism growth with long-term sustainability.

SEASONALITY OF TOURISM DEMAND IN WESTERN BALKAN COUNTRIES: A COMPARATIVE ANALYSIS

2026-10-16T19:47:47+02:00

Seasonality of tourism demand represents a significant phenomenon that influences the development and sustainability of tourist destinations. The aim of this paper is to analyze the seasonality of tourism demand in the Western Balkan countries through a comparative analysis of tourist arrivals and overnight stays. The research is based on monthly statistical data for six countries: Croatia, Slovenia, Montenegro, North Macedonia, Albania, and Serbia. The analysis applies descriptive statistics, seasonal index, analysis of variance (ANOVA), correlation analysis, and linear regression. The results indicate a pronounced seasonal concentration of tourism demand, with the highest level of activity occurring during the summer months. Furthermore, the findings reveal a statistically significant positive relationship between tourist arrivals and overnight stays. The study highlights the need for diversification of the tourism offer in order to reduce seasonal fluctuations and achieve more sustainable tourism development in the region.

SUSTAINABILITY OF THE TOURIST OFFER BASED ON HERITAGE OBJECTS IN THE CITY OF BUDVA

2026-10-16T19:51:05+02:00

Tourism, especially one related to summer tourist centers, is a well-known form of economic activity that increasingly contributes to the GDP of many countries. New times demand new forms of interest among tourists. Offers include rural tourism, spa and wellness, but also recreational and educational tourism. There are heritage buildings (fortresses) in Budva Municipality and its surroundings that can be included in supplementary offers. The current state of these buildings is very bad, so any intervention in them in the form of restoration would require large costs. As an adequate solution to this problem, tools that are increasingly used around the world these days can be used: virtual and augmented reality. Such offers contribute to the ecological sustainability of these areas. According to the results of the survey, conducted among visitors to Budva during July 2025, a large number of respondents planned during their vacation the excursions proposed in the current tourist offer and would gladly go on a tour of the fortifications if such an offer existed, while a small number of them know about the application of augmented and virtual reality in tourism.

TOURISM EXPANSION AND SUSTAINABLE DESTINATION TRANSFORMATION IN ECOLOGICALLY FRAGILE PLATEAU

2026-10-16T19:55:05+02:00

This study investigates sustainable destination transformation on the Qinghai–Tibet Plateau from 2013 to 2023. By analyzing tourism expansion, land-use change, and habitat quality, we explore the balance between development and protection in fragile regions. Results show that tourism activities are strongly clustered in the eastern and southern plateau, driving a 51.59% expansion of construction land. Although regional habitat quality is stable (index 0.603), localized degradation has intensified near major destination nodes. The driving mechanism has shifted from nature-dominated to a socio-ecological co-driven system. We propose a differentiated governance framework across core, transition, and marginal zones to align tourism intensity with ecological capacity. The findings highlight that ecological integrity is essential to destination quality, offering a path for sustainable transformation in high-altitude destinations.

TOURISM DEVELOPMENT AND QUALITY OF LIFE: RESIDENTS’ PERCEPTIONS FROM VRNJAČKA BANJA

2026-10-16T19:59:10+02:00

Modern tourism is increasingly examined in relation to its multidimensional impacts on residents’ quality of life (RQL) and destinations’ sustainable development (STD). This research investigates the relationships between perceived economic (EE), sociocultural (SCE), and negative environmental (NEE) impacts of tourism, residents’ quality of life, and their support for further tourism development in Vrnjačka Banja. The results show that perceived economic and sociocultural impacts are significant positive predictors of residents’ quality of life, as are perceived negative environmental impacts. However, residents tend to prioritize economic and social benefits over environmental concerns. The main finding is that support for tourism development does not have a statistically significant direct impact on the perceived impact of tourism or their quality of life, suggesting a more complex decision-making framework that goes beyond a simple cost-benefit assessment. The results challenge linear models in tourism research and emphasize the need for a holistic approach to residents’ perceptions and attitudes towards tourism development.