The tourism industry has faced several challenges over the years, due to the evolution of technology and behavioral changes of the generations. The research focused on the new generation of tourists, Generation Z. Known as digital natives, the study aimed to identify their current travel behavior in the digital age and their perception of the future of travel in the context of recent technological developments, namely artificial intelligence, and virtual reality, thus highlighting specific elements that could disrupt the travel industry. To achieve this goal, qualitative research was conducted, using two sessions of focus groups among 20 Generation Z tourists. The results show that Generation Z tourists exhibit disruptive behavior primarily due to their heavy reliance on social media platforms, even for travel purposes. Social media has become their primary search engine, and travel influencers hold significant sway over certain individuals in this generation. In addition, they serve as influencers, by sharing visual content from their travels. Another noteworthy trend in the travel industry is Generation Z’s inclination towards multi-channel booking, effortlessly switching between different booking options. Lastly, although the results show little awareness of the potential of advanced technologies, their openness to adopt them to simplify the travel planning process further contributes to the disruption of traditional travel patterns. Generation Z can be considered a bridge between previous and future generations. The study has implications for management and marketing activities in the tourism field.

This paper studies specific aspects related to the adoption of Internet of Things (IoT) technologies and the impact they have on the sustainable growth of Small and Medium Enterprises (SMEs) in the Romanian IT industry. It was considered that digital marketing in general, and IoT in particular, have enormous potential for the aforementioned entities, and the acceptance and adoption of IoTs by companies in different sectors can significantly influence the way they operate, leading to sustainable growth. Primary data obtained from quantitative marketing research based on a questionnaire were analyzed. The results showed that although a large proportion of the Romanian IT industry SMEs use advanced marketing technologies, relatively few of those have integrated IoT solutions to date, mainly due to specific cost challenges. Nevertheless, the outcomes highlight that these companies are aware of the IoT’s benefits and place the adoption of such solutions among their priorities in order to achieve sustainable growth of their businesses. Based on the research results, the main proposal for the business environment is to design viable marketing programs for these companies, as well as to allocate resources for business development aimed at educating human resources to effectively address specific internal and external activities through IoT for sustainable development.

Inclusive education represents one of the most challenging aspects of modern education. In recent years, a major challenge in achieving inclusivity in education has been to find modern tools that might adapt the teaching process to the needs of children with disabilities. This article investigates the possibility to use virtual reality (VR) technology to improve the learning process of children with disabilities. In this regard, a qualitative study based on the Focus Group method was conducted among 31 specialists who work with children with disabilities, with the aim of identifying potential opportunities and limits of using VR technology in the education of this category of children. The research results reveal that for most of the interviewees the VR application was a new experience; they appreciated that this technology could improve the educational process for children with disabilities and it could become a useful tool to support the education of such children. These results could have a positive impact on the activities carried out by policymakers, academia, and the economic environment in their efforts to implement policies aimed at improving the inclusive education system. To this end, some VR applications could be developed in a collaborative system involving IT companies and universities in the designing and implementation of these applications.

Motivated by the need to better understand the ongoing role of artificial intelligence in businesses and to shift the focus from a purely technological and algorithmic perspective to one that encompasses human-computer interaction, this article aims to investigate people's intention to use AI for generating images in a business context. The present study employed structural equation modelling to analyse how factors from UTAUT2 such as perceived customer value, effort expectancy, social influence, and facilitating conditions affect behavioural intention. The research introduces new moderators (creativity and English language proficiency), in the context of generative AI. Language proficiency and gender impact AI usage, while the impact of effort expectancy is more pronounced in cases of low creativity.

This article addresses issues regarding the intention of responsible tourism to increase the accessibility of tourist destinations for children with disabilities and their families. The main objective of this research is to identify the barriers that families with disabled children confront during their touristic experiences and to find ways to diminish these barriers. In this respect, qualitative marketing research based on the focus group method was conducted. The research results revealed that the most important barriers faced by such families are attitude barriers, followed by physical barriers and a lack of information. Starting from these results, we proposed the higher involvement of national authorities and other stakeholders in strategies meant to decrease or remove the barriers faced by people with disabilities and their attendants in order to develop responsible tourism. Such strategies could firstly involve the development of a primary school curriculum by including educational programs that are meant to avoid attitude barriers. Secondly, other stakeholders could use new emerging technologies, such as virtual reality, to offer tourists the opportunity to experience some tourism products and places before they travel.

Tourism has long been recognized as a crime generator. This poses a dilemma in the sustainable development context: is continued tourist expansion sustainable if it generates increased law and order problems? Using the example of Brașov, Romania, this article considers the ways in which criminal justice agencies and the tourism sector have operated in partnership to ensure the security of both local residents and visitors. We argue that the success of the initiative depends on multi-agency working at the local level, but that the involvement of local residents is also crucial. This commitment may be tested as the nature of tourism changes. The research consists of an analysis of primary and secondary data. The results revealed that among the main security issues mentioned by tourists are not only robberies and other social and situational features that contributed to tourists feeling anxious or unsafe, but also the need to have access to good health services and easy access to money changing facilities, information centers, etc. Some improvements are suggested for the local Sustainable Development Strategy of Brașov.