MOGUĆNOSTI PRIMJENE ALATA UMJETNE INTELIGENCIJE U MODERNOM TURISTIČKOM POSLOVANJU BIH
POSSIBILITIES OF APPLICATION OF ARTIFICIAL INTELLIGENCE TOOLS IN MODERN TOURISM BUSINESS IN BIH

Summary/Abstract: One of the key advantages of artificial intelligence in tourism is the possibility of personalizing services. By using data on user behavior, AI systems can analyze their preferences and offer individualized tourism products (Kaur et al., Artificial Intelligence in Marketing, 2020). This approach increases user satisfaction and contributes to creating long-term loyalty. In addition, chatbots and virtual assistants enable automated communication with users, providing real-time information and reducing operational costs (Kaplan & Haenlein, 2019). Artificial intelligence also plays a significant role in optimizing business processes in tourism. Dynamic pricing systems use algorithms to analyze market conditions and adjust prices in real time, thereby maximizing revenue (European Commission, White Paper on Artificial Intelligence, 2020). Also, AI enables precise forecasting of demand, which contributes to better capacity management and reduction of operating costs. The application of artificial intelligence in tourism in Bosnia and Herzegovina can contribute to overcoming these challenges. By implementing AI tools, it is possible to improve marketing strategies, optimize reservation processes and enable direct communication with users. This reduces dependence on intermediaries and increases the profitability of tourism entities (Smiljanić, Digital transformation and AI, 2023). Despite numerous advantages, the application of artificial intelligence also brings certain challenges. Among them, issues of data protection, security and ethics stand out. Through the document Ethics Guidelines for Trustworthy AI, the European Union emphasizes the need for responsible and transparent application of artificial intelligence (AI HLEG, 2019). Also, there is a need for personnel education and development of digital competences. Taking into account the above facts, it is clear that artificial intelligence has the potential to significantly improve the tourism sector of Bosnia and Herzegovina. Its application can contribute to increasing competitiveness, improving the quality of services and achieving sustainable development.

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