1. Geoheritage, geotourism and Fibrex functional foods : a case study of MontenegroVesna Vujačić, Duško Vujačić, Jelena Filipovic, Marko Kukanja, 2026, izvirni znanstveni članek Opis: This study examines the relationship between Montenegro’s geoheritage, geotourism, and functional food enriched with Fibrex dietary fiber as a potential pathway to sustainable development. Particular attention is given to geotourism as a tool for promoting natural heritage and linking geoheritage with local gastronomic products. An interdisciplinary conceptual work integrating tourism studies and nutrition science has been developed. The research utilises a set of quantitative analytical methods encompassing bread quality evaluation, texture profiling, chemical composition analysis, colour measurement, and sensory assessment. The nutritional and functional characteristics of the examined product were assessed through laboratory testing and field surveys. Dietary fiber content was determined using standardised AOAC (Association of Official Analytical Chemists) and AACC (American Association of Cereal Chemists International) methods combined with the Furda technique. A functional bread product containing 0 %, 5 %, and 10 % Fibrex dietary fiber was developed and evaluated through sensory assessment, technological quality testing, and chemical–nutritional analysis. Results indicate that Fibrex enrichment increases the nutritional value of bread, while survey findings show positive consumer acceptance among local respondents. The findings suggest that integrating Fibrex-based functional foods into Montenegrin gastronomy and geotourism may support the integration of geoheritage, local food systems, and sustainable tourism development.
Ključne besede: food trend, dietary fiber, innovative gastronomic product, sustainable tourism, Durmitor, Montenegro
Objavljeno v RUP: 17.07.2026; Ogledov: 85; Prenosov: 17
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2. Virtual reality and declarative knowledge acquisition in hospitality management education : a classroom-based pilot studyMarko Kukanja, Saša Planinc, 2026, izvirni znanstveni članek Opis: This study examines the effectiveness of a virtual reality (VR) application as a learning tool in higher hospitality education, focusing on declarative knowledge acquisition and test-based learning outcomes. Conducted as a classroom-based pilot study, it involved a census of undergraduate students enrolled in a restaurant management course (N = 28) and compared VR-supported learning with traditional instruction using printed materials. Declarative knowledge acquisition was assessed using identical multiple-choice pre- and post-tests. Results showed that scores improved across all students. A statistically signifi- cant time × group interaction indicated that the two groups improved at different rates over time. Students who learned using printed materials demonstrated greater improvement than those who used the VR application. The findings suggest that, in its implementation, the VR application did not demonstrate superior test-based knowledge outcomes compared to traditional learning. One possible explanation lies in the type of knowledge assessed: the test focused on declarative and recognition-based knowledge, whereas VR may be more effective for procedural and experience-based learning. The limited interactivity of the early-stage VR application (VR HOTEL v0.9.4) may have also constrained its instructional potential. Overall, the results highlight the importance of aligning VR-based learning activities with learning objectives, instructional design, and assessment methods.
Ključne besede: classroom-based study, hospitality education, knowledge acquisition, learning outcomes, VR, virtual reality
Objavljeno v RUP: 17.07.2026; Ogledov: 73; Prenosov: 6
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3. Corporate social responsibility practices, managerial attitudes toward artificial intelligence, and AI adoption in micro and small restaurant SMEsMarko Kukanja, Tanja Planinc, 2026, izvirni znanstveni članek Opis: In hospitality SMEs, digital transformation is increasingly linked to sustainability goals. However, evidence on how corporate social responsibility (CSR) relates to the adoption of artificial intelligence (AI) in owner-managed firms remains limited. This study ex- amines CSR practices, managerial attitudes toward AI, and AI adoption in micro and small restaurant SMEs in a small European Union (EU) economy. Using survey data from 157 Slovenian restaurant SMEs and structural equation modelling, CSR is conceptualised as an enacted, practice-based orientation. At the same time, managerial attitudes toward AI are modelled as the key mechanism preceding adoption. Results reveal an asymmet- ric relationship between CSR and AI. Employee-related CSR practices, which are mainly institutionalised, do not significantly influence managerial AI attitudes. In contrast, en- vironmental CSR practices are negatively associated with AI attitudes, indicating more cautious evaluations among environmentally responsible managers. Managerial attitudes toward AI are positively and significantly associated with AI adoption, confirming their central role in adoption decisions. Financial performance, measured by objective revenue data, does not emerge as a direct outcome of AI adoption but rather operates as a contex- tual condition shaping how CSR practices relate to managerial attitudes and how those attitudes translate into adoption decisions. Overall, the findings indicate that CSR does not uniformly translate into managerial attitudes toward AI and subsequent AI adoption in restaurant SMEs.
Ključne besede: corporate social responsibility, artificial intelligence adoption, managerial attitudes, restaurant SMEs, sustainability, financial performance
Objavljeno v RUP: 23.03.2026; Ogledov: 680; Prenosov: 23
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4. Adoption of artificial intelligence in micro and small hospitality enterprises : the role of organisational characteristics and managers' attitude toward AI in relation to operating revenuesMarko Kukanja, Tanja Planinc, 2025, izvirni znanstveni članek Opis: This study examines the adoption of artificial intelligence (AI) among micro and small hos- pitality enterprises in Slovenia, a small EU economy where digital transformation remains limited. It explores how organisational characteristics and managers’ attitudes toward AI are related to its adoption and firms’ operating revenues. Data were collected from 286 accommodation and food-and-beverage enterprises through a structured questionnaire completed by managers or owner–managers, complemented by secondary official financial data. Using ordinary least squares regression, the analysis examined associations among organisational characteristics, managerial attitudes, AI use intention and adoption, and financial performance. The results indicate that firm size and structural features alone are not closely linked to digital transformation. AI adoption shows stronger associations with managers’ positive attitudes and with factors such as non-family ownership and smaller firm size. The overall General Attitudes toward AI Scale (GAAIS) score showed no direct relationship with revenue, but two specific items—enthusiasm for AI and recognition of business opportunities—were positively associated with higher revenues. Among AI tools, only smart text editors and CRM systems were statistically associated with revenues, suggesting that better-performing firms are more likely to use simpler, more affordable technologies. The study provides contextual evidence on behavioural and organisational dimensions of AI adoption in resource-constrained hospitality SMEs
Objavljeno v RUP: 18.02.2026; Ogledov: 840; Prenosov: 9
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6. Insights into Slovenian Hospitality SME Managers' Attitudes toward AISaša Planinc, Marko Kukanja, izvirni znanstveni članek Opis: This study explores the attitudes of Slovenian hospitality SME managers toward artificial intelligence (AI), with a focus on how their demographic characteristics (DC) and the physical characteristics (PC) of SMEs influence these attitudes. The study used a structured questionnaire and convenience sampling. Using data from 288 managers, it identifies both positive and negative perspectives on AI within a sector undergoing digital transformation. The findings reveal quite balanced attitudes, with both positive and negative experiences being recognized, though there is a slight tendency towards a more negative perspective. Managers’ DC play a more significant role in shaping attitudes than SMEs’ PC. Younger and less experienced managers tend to be more optimistic and enthusiastic about AI adoption, while older and more experienced managers are generally more sceptical. Family-owned businesses, which represent 61% of the sample, recognize some of AI’s potential benefits but primarily express more concerns about its use compared to non-family-owned businesses. SMEs with more employees and those operating in more competitive environments demonstrate a stronger propensity to adopt AI. This study highlights key barriers to AI adoption in hospitality SMEs, emphasizing the need for targeted education and training programmes, particularly for older managers and those with limited exposure to digital (AI) tools. Promoting awareness of AI’s benefits through practical demonstrations and best practice examples can reduce resistance and foster more positive attitudes. By addressing these challenges, the hospitality sector can enhance its digital transformation in an increasingly technology-driven environment.
Ključne besede: artificial intelligence, attitudes, hospitality, managers, SMEs, Slovenia
Objavljeno v RUP: 15.09.2025; Ogledov: 784; Prenosov: 5
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