In recent years, travel and tourism have undergone significant changes influenced by globalization, digitalization, sustainability, and the COVID-19 pandemic. These factors have shaped the industry in various ways, presenting both challenges and new opportunities. Globalization has facilitated the mobility of people, while digitalization has transformed how travel is planned and booked. Interest in travel continues to grow, especially due to the increasing availability of information online. All these factors together contribute to the significant growth of the travel and tourism market. The widespread use of computers, laptops, and smart devices has enabled a growing number of people to use the Internet for various commercial purposes. Thanks to mobile applications that perform tasks previously requiring personal computers to complete via websites, people now possess greater technological knowledge. This technological advancement has eased access to various e-services. E-tourism, as a significant segment of electronic commerce, has seen a substantial increase in popularity worldwide. This paper explores how artificial intelligence impacts the tourism industry, offering new opportunities while simultaneously presenting challenges. We will show how this technological innovation is shaping tourism and examine the development of the artificial intelligence market, as well as the role of legal regulations in their application in tourism.
Spalević et al. (Thu,) studied this question.