At the beginning of the third millennium, human civilization faces a paradox of significant proportions: on one hand, industrial and technological growth is causing extensive environmental degradation, threatening both current and future generations. On the other hand, the acceleration of industrial and technological development is essential, requiring a profound transformation of society as the only viable solution. With the advent of the Fourth Industrial Revolution and shifts in the economy, especially regarding sustainability, the process of transformative tourism becomes crucial. Transformative tourism not only aligns with sustainable principles but also fosters a deeper connection between economic development and the preservation of natural resources, ensuring that progress benefits both humanity and the planet. The goal of this research is to identify how the key factors of Industry 4.0 can contribute to the development of sustainable and transformative tourism. The methodological approach of this study uses a systematic literature review (SLR), which allows for a detailed analysis of existing scientific papers and the identification of key trends and challenges in this field. The literature review included scientific papers published between 2013 and 2025, applying predefined criteria of relevance, quality, and focus on sustainability and digitalization in tourism. The key findings of the research indicate that digitalization and automation contribute to improving tourist experiences, optimizing destination management and reducing the ecological footprint of tourism. This research analyses how changes prompted by the Fourth Industrial Revolution can contribute to the sustainability of tourism as the fastest-growing global economic activity. The findings of this paper stem from a literature review that focuses closely on the key aspects of Industry 4.0, including digitization, automation, and the use of innovative technologies in tourism. The results indicate that the benefits arising from the Fourth Industrial Revolution include improvements in tourist experiences, the enhancement of management and marketing activities in tourism, and implications through the ecological impacts of tourism. The paper provides an overview of how the effects of Industry 4.0 are transforming tourism, enabling it to become more resilient and sustainable in the face of the challenges posed by the modern world.

Tourism destination marketing management is an extremely important process, therefore destination marketing organizations have gained their well-deserved place in the tourism literature. is Turbulent environment characteristic for the tourism market requires finding new and innovative ways of actively engaging with the target market, hence destination marketing organizations must continually adapt to changes, including finding new ways of communicating with potential tourists. In information society we live in, very few marketing programs can be considered successful and complete unless they have a meaningful digital component. For that reason, this paper offers survey on the degree of use and quality of social media marketing activities by the destination marketing organizations on the examples of the tourism organization of Western Serbia and the tourism organization of "Zlatibor". The main focus of the research is the analysis and interpretation of data collected from the content analysis of social media posts by the tourism organizations of Western Serbia and "Zlatibor". Content published from January 1st 2017 to December 31st 2018 on Facebook, Twitter and Instagram was analyzed, as well as all posts published on YouTube and Pineterest.

Tourism destinations represent a central element of research in tourism, given that the majority of the tourist activities take place in them. Accordingly, this paper is aimed at highlighting the importance of adequate strategic management of tourism destinations, as well as the key role of strategic marketing management of tourism destinations. This paper presents the review of literature devoted to the stages of the tourism destination marketing planning process, as well as the literature devoted to the differences between traditional and digital marketing planning process in all sectors, without directly focusing on tourism. Accordingly, the contribution of this paper lies in connecting the two subjects and proposing the framework for tourism destinations digital marketing planning process.

Recent methodological developments have expandedpartial least squares structural equation modeling (PLSSEM) beyond parameter estimation toward predictiveand decision-oriented analytics. Building on a previouslyvalidated baseline PLS-SEM model of consumer purchasingbehavior in the rakija market, this study demonstratesthe analytical value of advanced PLS-SEM techniquesusing SmartPLS software. The analysis incorporatesconfirmatory tetrad analysis (CTA-PLS), bootstrappedmediation and moderation analysis, multigroup analysis(MGA), importance–performance map analysis (IPMA),and out-of-sample predictive assessment using PLSpredict.The results reveal conditional effects, segment-specificdifferences, and predictive patterns that remain undetectedin baseline SEM applications. By systematically integratingmultiple advanced procedures within a single empiricalframework, the study illustrates how PLS-SEM canfunction as a comprehensive analytical toolkit for consumerand agribusiness research. The originality of the paper liesin demonstrating how advanced PLS-SEM techniquesenhance interpretative depth, predictive relevance, anddecision-oriented insights in culturally embedded markets.