UTICAJ VEŠTAČKOM INTELIGENCIJOM PODRŽANIH USLUGA NA KORISNIČKO ISKUSTVO: PRIMER HOTELSKE INDUSTRIJE SRBIJE

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Published Jul 10, 2025
https://doi.org/10.69899/limes-plus24212-3207d
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Vol. 20 No. 2-3 (2024): EKSPANZIJA VEŠTAČKE INTELIGENCIJE

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Stevica Deđanski
Fakultet društvenih nauka, FNP, Beograd, Srbija
Boris Jevtić
Računarski fakultet, RAF, Univerzitet Union Beograd, Srbija

Abstract

Na osnovu literature i savremenih saznanja o mogućnostima digitalizacije u unapređenju modela kvaliteta usluge, istraživanje ima za cilj bolje razumevanje mogućeg uticaja kvaliteta i personifikacije usluga u hotelijerstvu podržanih tehnologijama veštačke inteligencije na poboljšanje korisničkog iskustva. Stavovi 218 ispitanika sa teritorije Republike Srbije, koji su boravili na odmoru u periodu od maja do jula 2024. godine u hotelima najviših kategorija na Zlatiboru, Vrnjačkoj Banji i na Kopaoniku, o datim tvrdnjama varijabli istraživačkog modela preko petostepene Likertove skale, obrađeni regresionim analizama, pomogli su u određivanju značajnosti ovih uticaja. Rezultati empirijskog istraživanja stavova turista upućuju na to da pogodnost, personalizacija i same digitalizovane usluge hotela preko većeg korišćenja tehnologija veštačke inteligencije imaju visok uticaj kao egzogeni faktori na poboljšanje njihovog korisničkog iskustva. Rad doprinosi podsticanju daljih analiza novih tehnologija i njihovih mogućnosti unapređenja interakcije korisnika sa uslugama organizacije, kao i shvatanju uslužnih preduzeća o potrebi većih ulaganja u veštačku inteligenciju, modernizaciju poslovanja, poboljšanje usluge za korisnike, proširenje operativne sposobnosti, smanjenje troškova i razvoj na visoko konkurentnom turističkom tržištu

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UTICAJ VEŠTAČKOM INTELIGENCIJOM PODRŽANIH USLUGA NA KORISNIČKO ISKUSTVO: PRIMER HOTELSKE INDUSTRIJE SRBIJE. (2025). Limes-plus, 20(2-3), 207-231. https://doi.org/10.69899/limes-plus24212-3207d

How to Cite

UTICAJ VEŠTAČKOM INTELIGENCIJOM PODRŽANIH USLUGA NA KORISNIČKO ISKUSTVO: PRIMER HOTELSKE INDUSTRIJE SRBIJE. (2025). Limes-plus, 20(2-3), 207-231. https://doi.org/10.69899/limes-plus24212-3207d

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