Also, AI can help to providers of services in retaining and returning tourists. This is because AI is making wast amounts of data and understanding and acting on it. Tourist data can be used to understand their preferences, and provide tailored services which can increase satisfaction of tourists. III. OVERVIEW OF CURRENT LEGAL LANDSCAPE FOR AI IN MONTENEGRIN TOURISM Constitution of Montenegro which is the highest legal act in hierarchy declares Montenegro as ecological state.11 This is further elaborated in numerous legal acts, but for purposes of this research most relevant is the Law on Tourism and Hospitality, which in Art.3 provides that tourism activities shall be based on the principle of sustainable development, which means that tourism based on the compatibility of the interests of economic development and the need to protect the environment and its resources, with adjustment to climate change by the continuous mitigation of the negative consequences of climate change. Furthermore, Sustainable development of tourism means: - Optimal use of natural resources by implementing policies and measures to mitigate the effects of climate change, to facilitate a reduction in greenhouse gas emissions and a transition to a low-carbon economy, as well as to reduce the vulnerability of natural and human systems to the current and expected effects of climate change; - Respect for the socio-cultural authenticity of the community, conservation of cultural heritage and traditional values; - Ensuring sustainable, long-term economic activities for the socio-economic benefit of all citizens;12 In addition to the Law on Tourism and Hospitality, the legislative framework for tourism is also regulated by the Law on Tourism Organizations13, the Law on Tourist Tax14, the Law on Mountain Paths15, the Law on Ski Resorts16 and the Law on Rafting17. 11 Article 1 and 23 of Constitution of Montenegro (“Official Gazette of Montenegro “, No. 1/2007 and 38/2013 - Amendments I-XVI). 12 Article 4, para 19 of Law on Tourism and Hospitality. 13 “Official Gazette of the Republic of Montenegro”, no. 11/04 of February 20, 2004, 46/07 of July 31, 2007, “Official Gazette of Montenegro”, No. 73/10 of December 10, 2010, 40/11 of August 08, 2011, 45/14 of October 24, 2014, 42 / 17 from June 30, 2017, 27/19 from May 17, 2019) 14 “Official Gazette of the Republic of Montenegro”, no. 11/04 of February 20, 2004, 13/04 of February 26, 2004, “Official Gazette of Montenegro”, No. 73/10 of December 10, 2010, 48/15 of August 21, 2015 15 “Official Gazette of Montenegro”, No. 51/08 of August 22, 2008, 53/11 of November 11, 2011 16 “Official Gazette of Montenegro”, no. 13/07 from December 18, 2007, 40/11 from August 08, 2011, 21/14 from May 06, 2014, 44/17 from July 06, 2017 17 “Official Gazette of Montenegro”, No. 53/11 of November 11, 2011, 53/16 of August 11, 2016, 57/16 of September 02, ’20 99 THE POTENTIAL OF ARTIFICIAL INTELLIGENCE IN MONTENEGRIN TOURISM
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