Innovations in the Serbian tourism sector: policies and recommendations

Bradić-Martinović, Aleksandra and Lazić, Milena and Petković, Goran (2023) Innovations in the Serbian tourism sector: policies and recommendations. In: Novi pravci u kreiranju inovacione politike Evropske unije – implikacije za Srbiju i region. Institut ekonomskih nauka, Beograd, pp. 65-84. ISBN 978-86-89465-77-8

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Abstract

This paper explores the digital transformation in the global tourism
sector, emphasizing its impact on Serbia's tourism industry. It highlights the role
of advancements in information technology, especially artificial intelligence in
reshaping business processes, customer interactions, and marketing strategies,
but also the integration of digital tools such as Artificial Intelligence, Virtual and
Augmented Reality, and Big Data analytics, demonstrating their significance in
enhancing operational efficiency and customer engagement in tourism. Focusing
on the Republic of Serbia, the paper analyzes national tourism policies, including
the Tourism Development Strategy of the Republic of Serbia 2016-2025,
identifying gaps in implementation and the need for actionable strategies for
digital innovation. Recommendations are provided to improve Serbia's tourism
industry through digital marketing, AI applications, and educational reforms. The
paper underscores the necessity of aligning educational programs with industry
needs and developing a comprehensive digital platform to boost tourism
competitiveness. It concludes that effective digitalization and AI integration are
vital for the future of tourism, emphasizing the role of proactive public policy in
bridging the developmental gap between Serbia and more advanced tourism
destinations.

Item Type:	Book Section
Additional Information:	COBISS.ID=133070345
Uncontrolled Keywords:	Serbia, Tourism sector, Innovations, Strategic policies, Recommendations
Research Department:	Innovation Economics
Depositing User:	Jelena Banovic
Date Deposited:	03 Jan 2024 08:28
Last Modified:	03 Jan 2024 09:20
URI:	http://35.240.28.64/id/eprint/1997
Author Links:	[error in script] No links available.

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