This study examines the level of implementation of artificial intelligence (AI) in the personalization of hotel services and its impact on guest satisfaction through an analysis of tourists’ attitudes and behaviors The focus of the research is on how personalized recommendations for food and beverages, activities, and room services, delivered by trustworthy AI systems, digital experience, and the perception of privacy and data security, influence overall guest satisfaction. The research was conducted in Serbia and Hungary, using structural models to assess and analyze direct and indirect effects. The results show that AI personalization significantly contributes to guest satisfaction, with mediating variables such as trust in AI systems and technological experience playing a key role. A comparative analysis highlights differences between Hungary, a member of the European Union, and Serbia, a country in transition, shedding light on specific regulatory frameworks and cultural preferences in these countries.

This study investigates the factors influencing the acceptance and implementation of smart city solutions, with a particular focus on smart mobility and digital services in Novi Sad, one of the leading urban centers in Serbia. Employing a quantitative methodology, the research encompasses citizens’ perceptions of the benefits of smart technologies, their level of awareness regarding smart solutions, the degree of engagement in using digital services, and their interest in smart mobility. The results indicate that these factors are crucial for the successful integration of smart technologies. Notably, awareness of smart city initiatives and the perceived benefits, such as improved mobility, reduced traffic congestion, increased energy efficiency, and enhanced quality of life, are highlighted as key prerequisites for the adoption of these solutions. Novi Sad, as the European Capital of Culture in 2022, presents a unique opportunity for the implementation of these technologies. Our findings point to the need for strategic campaigns aimed at educating and raising public awareness. The practical implications of this study could contribute to shaping policies that encourage the development of smart cities, not only in Novi Sad but also in other urban areas across Serbia and the region. This study confirms the importance of citizen engagement and technological literacy in the transformation of urban environments through smart solutions, underscoring the potential of these technologies to improve everyday life and achieve sustainable urban development.