Artificial intelligence (AI) is a powerful catalyst that enables media organizations to optimize and improve their operations. The aim of the paper is to emphasize the importance and potential of AI during high-performance data analytics and media content generation. The focus is on responsible and ethically acceptable use of AI, which imposes the need to continuously build trust, through numerous challenges, during the management of potential risks. Standardization and mandatory publication of AI product data can pave the way for increased transparency and trust building. Otherwise, the power of AI, which has a huge potential to contribute to a better quality of life, could be transformed into a suicide tool.

Cultural heritage is an authentic and unrepeatable resource. Cultural, economic, political, and ecological facts evaluate its observations, both qualitatively and quantitatively. Therefore, we won't exaggerate if we say that cultural heritage should have the status of a strategic resource. In this way, both cultural revitalization and general sustainable development are based on it. The scope and dynamics of conducting complex activities, which unite the restoration, conservation, renovation, revitalization, sanitation, and presentation of protected cultural heritage, condition the preservation and promotion of categorized and immovable cultural heritage. The creation of cultural-historical heritage of Sremski Karlovci and its gradual and systematic tourist valorization are the basis for deepening our understanding of its potential. This potential is based on the effective politics of heritage management. It can become an experience and provide pointers for sustainable development. Establishing a correlation between the most important attractions and multipliers supports the necessary move from the multidisciplinary approach to tourism development to an interdisciplinary one. This approach should help one shape and achieve the goals of the development of culture and tourism by relying on cross-sector and interdepartmental connections, and continued cooperation.

In a hyperproductive interactive environment, where speed and cost-effectiveness often overshadow accuracy, the media’s role is increasingly shifting towards an educational function, beyond its traditional informative and entertaining roles. This shift, particularly through the promotion of science and education, aims to bridge the gap between educational institutions and the labor market. In this context, the importance of 21st-century competencies—encompassing a broad range of knowledge and skills—becomes increasingly clear. Educational institutions are now expected to equip students with relevant, universally applicable, and market-competitive competencies. This paper proposes using a combination of principal component analysis (PCA) and fuzzy analytic hierarchy process (FAHP) to rank 21st-century competencies developed throughout the educational process to improve the system. The highest-ranked competency identified is the ability to manage information—specifically, gathering and analyzing information from diverse sources. It has been shown that respondents who developed “soft skills” and media literacy during their studies are better able to critically assess content on social networks and distinguish between credible and false information. The significance of this work lies in its focus on the damaged credibility of online media caused by user-generated content and the rapid spread of unverified and fake news. Denying such discourse or erasing digital traces is therefore futile. Developing a critical approach to information is essential for consistently identifying fake news, doctored images, and recordings taken out of context, as well as preventing their spread.

Employees or human resources play a central role in the hotel industry. The quality of hotel employees’ work depends primarily on their job satisfaction. This has directed the subject of the research in this paper to examine the key factors of employee satisfaction in the hotel industry. The survey was conducted using a questionnaire-based test method at the Radan Hotel in Prolom Banja, on a sample of 75 subjects. The most important finding of the research relates to the identification of key factors of employee satisfaction, the most important of which are the working environment of employees, interpersonal relations and communication of management with employees, as well as to the fact that there is not statistically significant influence between demographic variables of respondents and factors of employee satisfaction. Implications, research limitations and suggestions for future research are presented.

Timely, comprehensive, and continuous protection, as well as the use and presentation of authentic tangible and intangible cultural-historical heritage of a certain area can greatly contribute to the economic, ecological and social development of the community and the strengthening of the competitive position. Digitization should relax all previously known forms of cultural expression and enable access to the broadest audience and their participation in cultural life. This paper has the ambition to contribute to a more comprehensive appreciation of the digitization process, facilitate access to digital content and motivate new thinking about the continuous improvement of the availability of movable and immovable cultural assets, as well as intangible cultural heritage. A primary questionnaire was created in order to assess the views and opinions of the citizens of the Republic of Serbia on the importance of the digitization process for the promotion of cultural heritage. The research sample was an opportunistic, convenient sampling of residents of the Republic of Serbia from all 5 regions (n=138). The importance of the digitization process for the promotion and preservation of cultural heritage has been established. Modern technologies are insufficiently represented in the promotion and preservation of cultural heritage, while this attitude is supported by a slightly higher percentage of respondents with the highest level of education. The importance of the digitization process for the promotion and preservation of cultural heritage has been proven, and respondents with the highest level of education attach the highest degree of importance to it. The greatest contribution can be seen in the preservation of the national identity and cultural diversity of the national communities, of our region, with social networks being the media that can contribute the most to the promotion of cultural heritage.

The Municipality of Bač is a true treasure trove of authentic tourist attractions due to its turbulent centuries-old past with preserved heritage. That is why the topic of this paper is the cultural and historical factors important for tourism development in the Municipality of Bač. The paper aims to point out the current situation, but it also wants to identify the development potentials of the Municipality of Bač. The process of valuing the heritage of the Bač Fortress, the Bodjani Monastery, the Franciscan Monastery, and the Turkish Bath is based on scientific, cultural, educational, and touristic values. For the purposes of work from August 23 to September 30, 2022, a survey was conducted on a sample of 115 respondents from Bač - the seat of the municipality of the same name, as well as in other settlements of this municipality. The total cultural and touristic value of the authentic heritage exceeds the other average values at the location, while the scientific value is the lowest compared to all the other. Due to the devastation of the Turkish bath, the overall educational function is not satisfactory.