IV. PERSPECTIVES FOR IMPLEMENTATION OF AI IN MONTENEGRIN TOURISM The COVID-19 had a shocking impact on tourism and significantly reduced overall revenue. One options to revive tourism in Montenegro lies in the application of artificial intelligence. One of the most common AI applications is visits.ai. This is a travel assistant that can help tourists to discover, plan and book their trips and vacations. Thanks to artificial intelligence, stakeholders in Montenegro’s tourism industry will be able to utilize new forms of services in the marketing sector and will find it easier to reach target groups of clients. One of the most recent advances in artificial intelligence that has an effect on the hotel and tourist industries is robotics. A robot that performs activities for people or equipment without the use of industrial automation according to the definition provided by the International Federation of Robotics (IFR, 2016). The majority of robotics applications may be found in the hospitality and tourist sectors, where they are employed to improve production management and customer interaction in settings such as airport operations, hotels and restaurants. It is possible that the use of robots in the tourist and hospitality sectors may result in improved customer service, decreased expenses associated with manpower and increased operational efficiency. According to the findings of a research conducted by Tung and Au, hotel guests who are supplied with robot services report having better and more rewarding experiences overall. The robots at the hotel have cognition and behaviour that are similar to that of humans, which enables them to recognize and predict the wants and needs of the guests, which in turn enables them to provide greater service.24 The tourism business in Montenegro is trying to engage young experts to develop robots that can make Montenegro a more attractive destination. Various authors indicated that conversational chatbots are convenient for travel, tourism and hospitality businesses. In many cases, they clearly outlined their advantages. They pointed out that one of the main benefits included their prompt responses to online customers, enhanced operational efficiencies, as they handled many queries at the same time, reduced labour costs, and time-saving opportunities for the business and their customers.25 24 Iliadi Sofia, Adoption of Artificial Intelligence in Tourism Industry: A Systematic Literature Review, International Hellenic University, master thesis, 2023, p. 31 25 Camilleri Mark Anthony, Troise Ciro, Chatbot recommender systems in tourism: A systematic review and a bene102 MILANA RANKOVIĆ | JAKŠA VUKOVIĆ
RkJQdWJsaXNoZXIy MTE4NzM5Nw==