Purpose: The purpose of this paper is to identify the common issues affecting the cultural institutions’ websites in terms of organic search visibility and to detect if there are some category specifics for the national libraries, archives and museums. Design/methodology/approach: In the first phase, an online survey was conducted involving the cultural institutions of national importance, aiming to map the current state of their websites in organizational and functional terms, to collect the information about the used domains, their social media activity and the use of analytical tools to monitor the visitor behavior and online traffic. In the second phase, the cultural institutions’ websites were analyzed using the “White Hat SEO” technics of optimization on Google. Findings: From the category perspective, the historical archives have the best Technical search engine optimization (SEO) position due to the low coding errors and fair site speed, the libraries are leading in content generation and the museums have a very good total SEO index due to their strong social media activities. Common issues are detected in the description of web images, non-existence of sitemaps and low website mobile friendliness. Research limitations/implications: The data were collected from the personnel of the national cultural institutions based on their pre-assumed knowledge and understanding of website management. Practical implications: The research methodology can be used to analyze the organic visibility of any national culture on search engines. Originality/value: A research gap in addressing the cultural institutions’ websites from the search engine perspective was identified and addressed within the paper.

The advent of Industry 4.0 technologies, encompassing the Internet of Things (IoT), Big data analytics, artificial intelligence (AI), blockchain, location-based services, and virtual and augmented (VR/AR) reality systems, has revolutionized the tourism landscape, automating production and service delivery. As the momentum of Industry 4.0 propels us toward the tourism-specific concept of Tourism 4.0, questions arise about the ability of humans to keep pace with the rapid technological advancements and ensure these innovations genuinely benefit society. The ongoing debate prompts a call for humanizing Industry 4.0, echoed in the emerging concept of Industry 5.0, advocating for more responsible and humane technology approaches. Concurrently, voices championing Tourism 5.0 emphasize the need to align technology with diverse human tourism needs and enhance accessibility for a more inclusive and meaningful travel experience. Through this chapter, we endeavor to establish Tourist 5.0 as a holistic alternative to the prevailing concept of digital accessibility practices within the typically limited and task-focused tourism sector. This chapter critically examines the evolution from Industry 4.0 to Industry 5.0, drawing parallels with Tourism 4.0 and Tourism 5.0. The central focus of this chapter is placed on the imperative of technological accessibility, exploring how it takes precedence in the latest technological developments and contributes to the creation of more inclusive and fulfilling tourism experiences.

Spiritual travel is increasingly viewed as an asset for the development of sustainable tourism. A great deal of research has been conducted on travel motivation to comprehend spiritually-motivated travel, but less is known about Generation Z’s travel motivation. This subject is relevant since Generation Z will represent the travel market of the future. Therefore, managers of spiritually-themed locations must understand the characteristics of their prospective visitors (Generation Z) in order to create more comprehensive tourism offerings. We use exploratory and confirmatory factor analysis to validate the scale and inferential statistics to analyse the data regarding the main socio-demographic characteristics. Spiritual and Canonical Experiences, Escapism, Ascetic Life, and Social Interactions, Natural and Cultural Values, Religious Events, and Active Participation were identified as the main dimensions in this study. In our conclusion, the ramifications of the findings for destination management and marketing are examined.

The integration of artificial intelligence (AI) into assistive technologies represents a transformative advancement in enhancing the quality of life for persons with disabilities. This paper explores the multifaceted applications of AI, from aiding daily activities and providing personalized medical care, to improving social and emotional well-being. By examining AI-powered tools such as text readers, robotic assistants, and communication aids, the study highlights how these technologies facilitate independence and better healthcare outcomes. A survey from 2022 focusing on Serbia explores how many basic digital literate persons with disabilities use AI-based communication aids, and how many are aware that AI is following their everyday activities. The study reveals a possibility of future high usage rates and positive impacts on persons with disabilities in Serbia. About 24.32% of them already utilize AI-based communication tools, mostly audio and text processing tools. In this paper we underscore AI’s potential to foster inclusivity and independence, which is an important topic that should be emphasized in the society today.

Persons with disabilities often face barriers that hinder their ability to access information effectively. This study presents results of a survey which was conducted in the second half of 2022, on the topic of the accessibility of information for persons with disabilities in Serbia, as well as their means of communication. A convenience sample of 111 individuals with physical and/or sensory disabilities, with basic digital literacy, aged 18 to 59, was surveyed through the mediation of associations of persons with disabilities. The findings reveal the usage patterns, preferences, and challenges faced by individuals with disabilities in accessing information. It has been found that the internet (99.10%), social networks (91.89%), and specialized platforms (79.28%) are prominent sources of information. Although specialized applications for communication and telephone communication are widely used, personal contact communication (96.40% very often or often) is still the prevalent method of communication. Public institutions and state authorities are perceived as inadequately adapted to the needs of individuals with disabilities. The findings underscore the need for continued efforts to improve accessibility infrastructure and implement inclusive design principles to bridge the information gap for individuals with disabilities in Serbia.

The accessibility of public facilities and the availability of their content represent a moral imperative and an obligation to society. Unhindered movement and the participation in public and cultural life is a legal obligation under the Constitution and is one of the main postulates of human rights and freedoms. Also, to deny someone education and their creative potential is a violation of various laws. People with disabilities are able to work, earn, produce and engage in all social and economic developments in a country. In economic terms, their potential is huge. The facilitation of access to cultural events and archaeological sites presents a great potential for culture, tourism and economy. The survey on accessibility, conducted with the management of the sites of Mediana, Caricin Grad, Vrelo-Sarkamen, Ravna, Gamzigrad, Viminacijum, Vinca and Sirmium is integrated into this paper.