DIGITAL TRANSFORMATION OF RURAL TOURISM THROUGH THE APPLICATION OF ARTIFICIAL INTELLIGENCE IN AGROECOLOGICAL SYSTEMS

AUTHOR(S) / AUTOR(I): Slavko Ivković, Mitar Lutovac , Miljan Marković

  

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DOI: https://doi.org/10.46793/8thMTAgricult.161I

ABSTRACT / SAŽETAK:

Modern trends in agricultural production and rural development necessitate the urgent integration of advanced technological solutions to ensure the economic sustainability of small-scale family farms. This paper provides an in-depth analysis of the role and significance of Artificial Intelligence (AI) as a key driver of synergy between smart agriculture and rural tourism (agritourism). Through an exploration of resource optimization, business process automation, dynamic revenue management, and deep personalization of the tourist offer, the paper identifies models by which traditional households can achieve global visibility and long-term environmental sustainability. In addition to the theoretical and conceptual framework, the paper delivers a three-way comparative analysis of AI solution implementation in the Republic of Serbia, Montenegro, and North Macedonia, identifying country-specific barriers and development opportunities. Special emphasis is placed on the application of AI tools in predicting agroecological parameters, smart waste management, and the creation of authentic tourist itineraries, thereby directly contributing to the preservation of rural ecosystems and the economic empowerment of local communities under the pressures of climate change.

KEYWORDS / KLJUČNE REČI:

Artificial Intelligence, rural tourism, smart agriculture, sustainable development, Western Balkans, environmental management

ACKNOWLEDGEMENT / PROJEKAT:

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