1. Corporate social responsibility practices, managerial attitudes toward artificial intelligence, and AI adoption in micro and small restaurant SMEsMarko Kukanja, Tanja Planinc, 2026, original scientific article Abstract: 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.
Keywords: corporate social responsibility, artificial intelligence adoption, managerial attitudes, restaurant SMEs, sustainability, financial performance
Published in RUP: 23.03.2026; Views: 426; Downloads: 11
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2. 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, original scientific article Abstract: 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
Published in RUP: 18.02.2026; Views: 543; Downloads: 5
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5. Hotel employees and corporate social responsibility : the case of Portorož, SloveniaTanja Planinc, Zorana Medarić, Kristina Bogataj, 2020, other scientific articles Abstract: Corporate social responsibility has been widely researched in recent decades across different industries. This paper attempts to explore the social aspects of corporate social responsibility in the hotel industry, focusing on the awareness of csr of employees in the selected case-study of a hotel company in Portorož, Slovenia. Specifically, their awareness of csr activities oriented towards the local community was researched. A questionnaire survey was conducted among employees, investigating their awareness of the hotel company's attitude towards the local community. Results show that it is crucial for employees to be employed in a company that participates in the development of a local community. However, they often do not know how their employer carries out activities that are related to the social aspects of corporate social responsibility.
Keywords: hotel industry, corporate social responsibility, employees, Portorož, Slovenia
Published in RUP: 01.12.2021; Views: 3852; Downloads: 33
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10. Analiza poslovanja podjetja Terme Čatež, d. d. : zaključni projektAnja Kržan, 2014, undergraduate thesis Keywords: zdravilišča, terme, hotelirstvo, hoteli, poslovanje, uspešnost, Terme Čatež, analize
Published in RUP: 14.05.2021; Views: 2574; Downloads: 40
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