Transforming Tradition: Hospitality and Tourism Employees’ Perceptions of the Role of Artificial Intelligence in Serbian Gastronomic Heritage

Artificial intelligence (AI) is increasingly being associated with the ways in which cultural heritage is preserved, presented, and promoted in tourism. Although AI offers new opportunities to enhance the visibility of gastronomic heritage, important questions remain regarding its relationship with authenticity, commercialization, and cultural identity. The aim of this study is to examine the role of AI in the transformation and preservation of Serbian gastronomic heritage from the perspective of hospitality and tourism employees, as they represent key stakeholders in the interpretation, promotion, and preservation of gastronomic heritage, as well as in the implementation of modern technologies within tourism practice. The research was conducted among employees working in restaurants, hotels, ethno-restaurants, agritourism farms, and tourism organizations in Serbia. Data were collected through a survey questionnaire and analyzed using descriptive statistics, reliability analysis, Principal Component Analysis (PCA) with Varimax rotation and Kaiser normalization, correlation analysis, and regression analysis. The results indicate that employees perceive AI as having significant potential for the promotion, preservation, and transformation of gastronomic heritage. Furthermore, the Authenticity of Gastronomic Heritage was identified as a significant predictor of the Preservation of Gastronomic Heritage, while AI was positively associated with both the Authenticity of Gastronomic Heritage and the Transformation of Gastronomic Heritage. The findings also suggest that employees perceive commercialization not only as a market-driven process but also as a potential mechanism for enhancing the visibility and valorization of gastronomic heritage. Overall, the findings reflect the perceptions of hospitality and tourism employees and highlight the importance of aligning technological innovations with cultural values in the preservation and promotion of Serbian gastronomic heritage.