Legal regulation of the use of artificial intelligence in the development of the tourism industry

Tourism has become a mass industry that attracts over a billion people worldwide annually. With the increasing application of artificial intelligence, technology is accelerating changes in tourism, enhancing customer service, operational efficiency, and supporting sustainable practices. Therefore, t...

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Published inEkonomija. Teorija i praksa (Online) Vol. 17; no. 2; pp. 115 - 133
Main Authors Trifunović, Ivan, Spalević, Žaklina, Marković, Sanja
Format Journal Article
LanguageEnglish
Serbian
Published University Business Academy - Faculty of Economics and Engineering Management, Novi Sad, Serbia 2024
Subjects
artificial intelligence
gai
legal regulations
reflect
tourism
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Summary:Tourism has become a mass industry that attracts over a billion people worldwide annually. With the increasing application of artificial intelligence, technology is accelerating changes in tourism, enhancing customer service, operational efficiency, and supporting sustainable practices. Therefore, the aim of this paper is to provide an overview of the impact of Generative Artificial Intelligence (GAI) on the hospitality and tourism industry. Through the analysis of various aspects of GAI application in this sector, the paper explores potential benefits and challenges that this technology brings for companies, stakeholders, and users. Additionally, the paper addresses legal and ethical aspects of GAI usage, particularly concerning data protection, privacy, and compliance with relevant laws and regulations. A special focus is on the REFLECT model, which offers a holistic approach to the use of artificial intelligence, enabling companies to better understand and manage the implementation of this technology.
ISSN:2217-5458
2620-0228
DOI:10.5937/etp2402115T