Digital transformation of safety in tourism with the use of artificial intelligence: A case study of Slovenia as a tourist destination

Gea Župevc; Barbara Pavlakovič Farrell; Mihaela Franjić

doi:10.71159/icemit2509Z

Authors

Gea Župevc University of Maribor, Faculty of Tourism, Slovenia
Barbara Pavlakovič Farrell University of Maribor, Faculty of Tourism, Slovenia
Mihaela Franjić University of Maribor, Faculty of Tourism, Slovenia

DOI:

https://doi.org/10.71159/icemit2509Z

Keywords:

tourism, safety, digital transformation, artificial intelligence, tourist destination

Abstract

Artificial intelligence (AI) is transforming contemporary tourism by providing innovative tools to improve safety, which is one of the key elements of destination competitiveness, service quality and tourist trust. The purpose of this paper is to examine how digital transformation, supported by AI technologies, contributes to strengthening safety in Slovenia as a tourist destination. The study is based on qualitative research, using semi-structured interviews with experts in tourism, safety and technology. The findings show that AI facilitates faster and more accurate threat detection, improves crisis communication and enhances the perception of safety among tourists. At the same time, the research highlights challenges such as limited financial resources, insufficient digital competencies and lack of stakeholder collaboration. The study contributes to a better understanding of opportunities and barriers of digital transformation in tourism, and provides guidelines for innovative safety solutions to support the sustainable competitiveness of tourist destinations.

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