This study explores the impact of artificial intelligence (AI) on customer perceptions and behavior in restaurants, airline companies, and hotel sectors within the hospitality industry of Iran. The primary objective is to analyze how AI affects customer trust, brand engagement, electronic word-of-mouth (eWOM), and tourists’ readiness to use AI technologies. Using a comparative analysis approach and surveys, this research tests hypotheses about the effects of artificial intelligence on various dimensions of customer interaction. The findings highlight significant relationships between the quality of artificial intelligence and customer engagement metrics, such as trust and brand loyalty, which are crucial for understanding and predicting customer behavior in response to technological advancements. This study lays the groundwork for theoretical assumptions about sustainability in these sectors in developing countries, providing a basis for future empirical research that could validate these assumptions and explore broader implications of AI integration in enhancing sustainable practices within the hospitality industry.

One of the key elements for the development of an agro-tourism destination can be specific gastronomy. In this context, research and understanding of the motivation of tourists who visit those destinations can influence the development of the concept of their sustainability, which was the goal of this research. The research was conducted during 2022 on a total sample of 607 respondents who stayed in agro-tourism destinations in the Republic of Serbia. The paper presents motivational factors that potentially influence the frequency of gastronomic tourists to try local gastronomic specialties and food in agro-tourism destinations. The results indicate that the cultural experience dimension, excitement dimension, interpersonal, relation dimension, and sensory appeal dimension show a significant influence on the visitation of agro-tourism destinations by gastronomic tourists, while the health concern dimension factor does not show statistical significance. The results undoubtedly indicate that certain socio-demographic characteristics of gastro-tourists have an impact on the development of an agro-tourism destination, in the direction that the more educated as well as women have more positive attitudes towards the influence of motivational factors on the development of an agro-tourism destination.

This study examines attitudes toward achieving a sustainable balance in ecotourism using the Stimulus-Organism-Response (SOR) model, focusing on economic and environmental factors shaping sustainable practices. Data were collected from tourists, local residents, and managers in Serbia and Croatia, encompassing diverse perspectives on natural resource conservation, economic benefits, and community engagement. The results indicate that natural resource conservation significantly contributes to local participation, tourist awareness, and community engagement, with notable differences observed among respondent groups. Economic benefits also positively influence these mediating factors, emphasizing their role in achieving sustainability goals. The MGA revealed significant differences between respondent groups, highlighting that managers and local communities in Croatia demonstrated higher levels of awareness and participation compared to Serbia, while differences among tourists were less pronounced. This research contributes to the sustainable tourism literature by integrating perspectives from various stakeholder groups and emphasizing the importance of community involvement and environmental preservation. Practical implications include recommendations for policymakers and managers to develop strategies that encourage stakeholder participation and promote sustainable tourism development.

The approach to open innovation presents one of the major trends in terms of constant change and accelerating technological innovation. The given construct proclivity for open innovation involves measuring technology exploration and technology exploitation involving different inside-out and outside-in open innovation activities. In this paper, we are researching the tendency for open innovation on a sample of 102 companies in the agriculture and food sectors in Serbia. The research has shown that companies in the agro-food sector are inclined to open innovation, not just those in high-tech industries that are often the subject of innovation literature. The food sector shows greater proclivity for open innovation in comparison with agriculture in all elements apart from the question of willingness to sell intellectual property. The study was limited to Serbia and cross-countries research would allow establishing the specificities and differences of the proclivity for open innovation in the agro-food sector by regions.

The aim of the paper was to show that Serbia has favorable natural conditions (land and climate) for diverse agricultural production (plant- and animal-based), experienced manufacturers, experts and scientists, as well as world-famous selections of numerous plant cultures. Serbia's major agricultural products are corn, wheat (flour), sunflower (oil and pellets), sugar beet (sugar), soybean (oil and protein products), potatoes, raspberries, apples, plums, sour cherries, grapes, pork, beef and poultry, as well as milk.

Gastronomic tourism heritage represents a significant segment of intangible cultural heritage, reflecting traditional knowledge, local identity, and long-standing culinary practices. The contemporary development of digital technologies, particularly artificial intelligence (AI), opens new possibilities for its preservation, documentation, and sustainable interpretation within cultural tourism. The aim of this research is to examine the role of artificial intelligence as a tool for preserving gastronomic tourism heritage from the perspective of local community members in Bosnia and Herzegovina, Serbia, and North Macedonia, regions characterised by shared gastronomic and cultural traditions. The study was conducted using a quantitative research design based on a structured questionnaire administered to 571 respondents. A convenience sampling approach was applied, targeting individuals involved in the preparation, transmission, or promotion of traditional gastronomy. Data were collected through a combination of field-based and online survey distribution. The analysis focuses on respondents’ perceptions of AI applications in documenting traditional recipes, interpreting gastronomic heritage, and promoting it within tourism, as well as on attitudes related to authenticity and cultural identity preservation. The findings indicate that, within the surveyed sample, artificial intelligence is generally perceived as a useful tool for safeguarding gastronomic heritage. At the same time, respondents emphasise the importance of transparent governance, community participation, and culturally sensitive implementation in order to minimise risks of commodification and loss of authenticity.