Scholars have emphasised the importance of green settings in today’s business paradigms. Studies on green behaviour have produced a plethora of noteworthy discoveries, whether focused on financial success, individual capabilities, or development. However, despite significant growth in interest in green business practices, the relationship between individuals’ willingness and green competencies has received little attention. This article used the customised green competencies conceptual model to investigate how green skills influence organisational performance and their relationship with the willingness moment. This article developed an innovative human resource management approach to address these difficulties. A questionnaire was used to perform empirical statistical research with 516 respondents from Serbian universities. Different mathematical and statistical methodologies were used to analyse the results. The findings corroborate the suggested theoretical model, and they suggest that green competencies will influence people’s willingness to participate in green activities. This article gives new information on human behaviour and organisational effectiveness in a green atmosphere. It includes managerial and practical consequences and recommendations for businesses looking to improve their social responsibility and environmental sustainability.

The study focuses on the significance of empowering women, which plays a crucial role in the sustainable transformation of rural communities. It highlights the relevance of rural tourism as both an indicator of women’s livelihoods and a catalyst for meaningful change. Increasingly, women are forming associations that not only foster positive interactions among themselves but also extend their influence to other women within their communities. The research aimed to address two key questions: “What actions would you undertake in the realm of rural tourism?” and “What does the advancement of rural tourism mean for you on a personal level?” To analyze the data, factor analysis was employed to categorize the variables alongside structural equation modeling (SEM). The findings identified six distinct factors and demonstrated the interrelationship among these factors. The findings indicate that women willingly choose to participate in rural tourism, predominantly involving activities related to domestic food and beverages, tourism and hospitality, and the production and sale of souvenirs. This addresses the first inquiry. The responses to the second inquiry identified factors such as empowerment, independence, and development. This supports the initial hypothesis H, which posits that rural tourism acts as a measure of women’s empowerment, resulting in significant changes within the rural communities in which these women reside. The research outcomes are relevant to all rural regions in Serbia and its vicinity, where women’s roles are often marginalized and a transformation is essential.

Digital twins are emerging as promising yet underexplored tools for addressing overtourism, sustainability, and governance challenges in tourism. This study assessed their acceptance using a mixed-methods design that combined a large-scale survey of tourists (N = 1286) with semi-structured stakeholder interviews across four Spanish destinations (Barcelona, Málaga, Valencia, and Benidorm). Factor analyses validated a six-dimensional acceptance model comprising trust, usefulness, ease of use, perceived risks, sustainability attitudes, and awareness. The quantitative results demonstrated that trust, usefulness, and ease of use strongly predicted adoption intentions, while risk perceptions negatively influenced acceptance. Sustainability orientations and digital familiarity further enhanced support. Qualitative insights revealed that governance capacity, equity concerns, and readiness critically shaped stakeholder evaluations, highlighting that adoption is mediated not only by individual perceptions but also by local infrastructural and institutional contexts. The study advances technology acceptance theory by integrating sustainability and awareness as domain-specific constructs and by showing how governance dynamics condition adoption across destinations. Practically, it underscores the need for institutional trust, transparent risk management, equitable participation, and alignment with sustainability agendas. While limited to Spanish destinations, the findings offer broader lessons for European cities seeking to embed digital twins in tourism governance.

This study investigates hotel employees’ perceptions of AI-driven human resource (HR) management systems within the Accor Group’s properties across three major European cities: Paris, Berlin, and Amsterdam. These diverse urban contexts, spanning a broad portfolio of hotel brands from luxury to economy, provide a rich setting for exploring how AI integration affects employee attitudes and work–life balance. A total of 437 employees participated in the survey, offering a robust dataset for structural equation modeling (SEM) analysis. Exploratory factor analysis identified two primary factors shaping perceptions: AI Perceptions, which encompasses employee views on AI’s impact on job performance, communication, recognition, and retention, and balanced management, reflecting attitudes toward fairness, personal consideration, productivity, and skill development in AI-managed environments. The results reveal a complex but optimistic view, where employees acknowledge AI’s potential to enhance operational efficiency and career optimism but also express concerns about flexibility loss and the need for human oversight. The findings underscore the importance of transparent communication, contextual sensitivity, and continuous training in implementing AI systems that support both organizational goals and employee well-being. This study contributes valuable insights to hospitality management by highlighting the relational and ethical dimensions of algorithmic HR systems across varied organizational and cultural settings.

Community-led rural tourism plays a crucial role in promoting economic sustainability and cultural preservation by prioritizing local needs and values. Active resident participation fosters a sense of ownership and empowerment, essential for the long-term success of tourism initiatives. A study of 386 residents from Bregenzerwald, Austria—selected for its established community-led tourism model and strong local engagement—characterized by a balanced gender distribution and high education levels, investigated the factors influencing local engagement in tourism, including perceived benefits, empowerment, trust, place attachment, and resource accessibility. Complementary interviews with 31 stakeholders from Fruška Gora, Serbia—chosen as an emerging rural tourism destination with potential for sustainable development—further emphasized the significance of community agency and empowerment. Through factor analysis and structural equation modeling (SEM), the research validated its conceptual framework, demonstrating the transferability of the Bregenzerwald model to other rural contexts. Two key constructs emerged: tourism empowerment and sustainable belonging, jointly explaining 84.655% of the variance. Tourism empowerment underscores residents’ recognition of tourism as a vehicle for economic growth, job creation, and cultural safeguarding, while sustainable belonging reflects a strong commitment to eco-friendly practices and social cohesion. Stakeholders from Fruška Gora echoed these findings, highlighting tourism’s role in economic development, cultural identity reinforcement, and environmental stewardship. The results illustrate that rural tourism, when community-led, serves as a comprehensive development tool, fostering economic resilience, environmental sustainability, and social solidarity. The Bregenzerwald model offers a valuable framework for enhancing community participation and sustainable tourism development in other rural regions seeking holistic growth.

Increasing competition in the tourism market leads to the justified need for forming tourism clusters. Joining in clusters has numerous benefits for cluster members. Clustering leads to increased competitiveness of cluster members, because of the improved productivity and efficiency of work, adopted innovations, development of new technologies and introduction of the new quality standards and better market access. The purpose of this paper was to analyze tourism clusters models and to introduce the most suitable tourism cluster model for Serbia, based on the examples of good practice. Authors conducted a comprehensive literature review and proposed a new definition for cluster and accordingly determined new tourism cluster definition. Context of research is mostly related to cluster members. This paper contributes to research and development of clusters with a particular review of tourism clusters and suggests decision-makers in tourism what is the most suitable tourism cluster model they should consider.