Strengthening Digital Sustainability Communication in Tourism and Culture Between US and Serbia Through International Cooperation

Vujičić, Miroslav D. and Lazić, L and Stankov, Uglješa and Bajić, Marko and Mutić, N and Masliković, Dejan (2024) Strengthening Digital Sustainability Communication in Tourism and Culture Between US and Serbia Through International Cooperation. In: STRENGTH 2024 Strengthening Sustainability Communication In Tourism, Hospitality, And Even Industries. University of Novi Sad, Faculty of Sciences, Department of Geography, Tourism and Hotel Management, Novi Sad, pp. 7-8. ISBN 978-86-7031-659-1

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Abstract

This paper delves into the pervasive issue of algorithmic bias within Artificial Intelligence (AI) applications, particularly as it pertains to the dynamic field of accessible smart tourism. With the tourism industry increasingly incorporating AI technologies into its operations, there has been a notable enhancement in ehiciency and ehectiveness. However, this surge in AI adoption has also brought to the forefront the challenge of bias, which poses significant hurdles for both tourists and tourism providers. To dissect this complex problem, the presentation utilizes illustrative scenarios to shed light on various instances of AI bias within the tourism and hospitality sector. Additionally, it introduces a framework designed to assess the global implications of bias within the realms of smart tourism for sustainable development. The presentation underscores the potential ramifications of bias on tourist experiences across diherent phases: pre-travel, during travel/on-site, and post-travel, while considering viewpoints from both tourists and providers. It emphasizes that many biases originate from the utilization of AI within online platforms, thereby impacting tourists' information retrieval, decision-making processes, and the marketing strategies employed by tourism providers. Furthermore, it delves into the broader ehects of AI on tourist experiences, outlining the social implications, managerial considerations, and technological implications. This presentation represents a pioneering ehort in addressing the issue of AI bias within the context of smart tourism. Moreover, it lays out pathways for future research, spanning topics such as technology adoption and consumer behavior, the economic repercussions for tourism providers, sustainable development and the regulatory landscape.

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