Milana Ranković, Jakša Vuković The Potential of Artificial Intelligence in Montenegrin Tourism: Legal Challenges and Opportunities 95 I. Introduction 96 II. The Role of AI Tourism 97 III. Overview of current legal landscape for AI in Montenegrin Tourism 99 IV. Perspectives for implementation of AI in Montenegrin tourism 102 V. Legal and Ethical Challenges 104 VI. Trends in Legal Regulation 105 VII. Conclusion 106 Cesare Galli Wine tourism and sustainability: new “Green Trademarks” and European rules on ecological communication as a driver for the development of environmentally friendly winery and tourism 107 I. Introduction 107 II. The reason why intellectual property and the market are critical for sustainable growth, including in the wine industry. 108 III. The “Greenwashing Directive” and the centrality of correct consumer information also in relation to sustainability and ecological transition 111 IV. “Green Marks” and development opportunities for an increasingly environmentally friendly tourism and wine industry 113 Paola C.D. de Pascalis Tourism and fiscal leverage: shadows and lights of a delicate balance between economic growth, fundamental rights and environmental sustainability 117 I. Introduction 118 II. The shadows: the role of the tourist tax in the evolution of the tourism sector’s development 119 III. The shadows: the effects of digitalization on the tourism sector in the prism of fundamental rights and taxation 120 IV. The lights: Sustainable tourism and environment: towards a new vision of tourism taxation 121 V. The lights: Cultural heritage and environmental taxation 122 VI. Conclusions 124 Bibliography 124 CONTENTS
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