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12. 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: 426; Prenosov: 11
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13. Slovenia’s social sustainability achievements : an examination of local perspectives and satisfaction levelsVinod Sasidharan, Dejan Križaj, Drenicka Quiogue, Justin Aquino, 2024, izvirni znanstveni članek Opis: Slovenia is regarded as a nation which has prioritized green innovations, social responsibility, and its commitment to sustainable development. Although Slovenia’s environmental achievements have received national visibility, local awareness of its social sustainability initiatives has been limited. This study examined perspectives and satisfaction levels among residents regarding Slovenia’s social sustainability achievements and associated sustainable development goals (4, 10, and 16). Utilizing a survey, these perceptions were assessed among respondents from three distinct regions–Ljubljana, Novo Mesto, and Koper, respectively. Frequency tests indicated that quality education, ethnic integration, and effective governance/partnerships were perceived as being important to achieving social sustainability. From a Chi-square analysis, a positive correlation was revealed between educational level and knowledge of national sustainability initiatives. A Spearman’s rho test showed that age had an influence on satisfaction with ethnic integration. The study provides insights into the social sustainability perspectives of Slovene society and offers implications for future research.
Ključne besede: Slovenia, residents, perceptions, social sustainability
Objavljeno v RUP: 19.03.2026; Ogledov: 308; Prenosov: 9
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14. 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: 544; Prenosov: 5
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15. Image-based analysis of tourist destination perceptions : a deep learning and spatial–temporal study in SloveniaDejan Paliska, Aleksandra Brezovec, Gorazd Sedmak, 2026, izvirni znanstveni članek Opis: In the context of fierce competition among tourist destinations and increasing difficulty of differentiation, developing a strong destination image is particularly important. A comprehensive understanding of how tourists perceive destinations through user-generated images can help destination management organizations (DMOs) design more effective marketing strategies. This is especially relevant for destinations with spatially and temporally dispersed tourism resources and strong seasonal dynamics. This paper analyses inbound tourist photographs by combining deep learning techniques with spatial analysis to examine the spatial and temporal distribution of photo scenes and shifts in scene preferences among tourists. The study focuses on three distinct types of destinations in Slovenia—urban (Ljubljana), nature-based/alpine (Bled), and coastal (Piran, Izola, Koper)—providing insights into how image-based spatial scene analysis can inform destination marketing strategies. The results reveal significant spatial and temporal heterogeneity of scenes across micro destinations. Nature-based destinations exhibit lower topic entropy and fewer topic changes per user, whereas urban destinations show higher variability, with users changing topics on average five times per day. Seasonal effects are moderate: nature-based destinations display lower topic entropy in winter and higher in autumn and spring, coastal destinations show less pronounced seasonal variation, and urban destinations show almost none. These findings provide valuable insights into the spatial and temporal distribution of tourist interests and offer practical guidance for DMOs in strategic marketing planning.
Ključne besede: tourist destination image, user-generated content, deep learning, spatial-temporal analysis, destination marketing strategy
Objavljeno v RUP: 18.02.2026; Ogledov: 462; Prenosov: 8
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16. Enabling cross-sectoral transformation for coastal climate adaptation in Europe : four directions for interdisciplinary effortsKristof Tomej, Carla Garcia-Lozano, Josep Vila-Subiros, Alberto Innocenti, Emil Juvan, Olivier Le Pape, Niels Tobias Arnoldussen, Jonathan Verschuuren, Timothy Taylor, Gesche Huebner, 2026, izvirni znanstveni članek Opis: Coastal areas in Europe are of immense value – not only to their residents but also to communities further inland. At the same time, they are particularly vulnerable to the impacts of climate change. The current pace of coastal climate adaptation remains slow, constrained by underfunding and the fragmented, sectoral nature of many initiatives. This calls for radically new yet practical approaches. In this perspective, a group of European researchers from diverse disciplines explores what cross-sectoral transformation could mean in the context of coastal climate adaptation. Drawing on expertise in environmental science, spatial planning, law, ecology, health, and tourism, we propose four directions for interdisciplinary research to enable such transformation: (1) developing dynamic and holistic understandings of climate impacts and adaptation responses; (2) establishing shared adaptation objectives and priorities across sectors; (3) promoting ecosystem-based development; and (4) adapting legal and institutional systems to support integration and flexibility. We invite scholars and practitioners to engage with these interdependent directions to advance adaptation efforts for European coasts.
Ključne besede: climate adaptation, climate change, coast cross-sectoral, nature-based solutions, transformation
Objavljeno v RUP: 13.02.2026; Ogledov: 439; Prenosov: 2
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17. Farm tourism in Slovenia - perspectives and development challengesSimon Kerma, 2025, izvirni znanstveni članek Opis: Farm tourism in Slovenia represents an important complement to the agricultural sector, enabling farmers to more easily market their own produce and products, provide partial or full employment for household members, and generate additional income. It also promotes more efficient use of available farm resources, contributes to the vitality of agricultural holdings and rural communities, helps preserve the cultural landscape and rural settlement, and adds value to agricultural products and services. All of this is crucial for the sustainable development of rural areas. Moreover, it fosters closer intersectoral cooperation and strengthens trust and relationships between farms and consumers. Farm tourism establishments also serve as custodians of Slovenia’s culinary heritage and culture. This paper presents the selected results of an extensive and rather complex study conducted from early 2021 to early 2023. Its purpose was to identify the main characteristics of tourist farms, analysing their offerings and determining their needs in relation to integration into broader tourism programmes and services. We conducted the survey among the holders of supplementary activities or their immediate family members; in many cases, several family members participated in the discussion, particularly when responding to open-ended questions and providing final comments. Direct, onsite surveying proved to be an invaluable source of information, enriched by personal interaction and on-location observation of the tourist farms. We also conducted a survey among visitors to tourist farms in Slovenia, which provided us with some important insights into expectations and motivations in relation to what tourist farms have to offer.
Ključne besede: farm tourism, rural areas, sustainable development, Slovenia
Objavljeno v RUP: 05.02.2026; Ogledov: 465; Prenosov: 5
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18. Multicriteria model of shore excursions sustainability in the frame of system dynamicsTaja Maček, Tadeja Jere Jakulin, 2025, izvirni znanstveni članek Opis: The paper introduces a fresh perspective on the intricate relationship between the destination, guests, and shore excursions. Despite its significance, the shore excursion product has been a relatively unexplored area in academic literature. Our research, therefore, sets out to define the attributes that form the bedrock of the basic sustainability indicators in tourism, with a specific focus on cruise shore excursions. We aim to pinpoint the parameters contributing to the most sustainable shore excursion for cruise passengers. This will be followed by constructing a comprehensive system dynamic structure that reflects the correlations between these parameters and their interdependency, thereby identifying areas that warrant further academic research.
Ključne besede: shore excursions, cruise tourism, sustainability, system dynamics modelling, multicriteria decision-making
Objavljeno v RUP: 05.02.2026; Ogledov: 356; Prenosov: 2
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19. Understanding hospitality as a life quality practice in the field of gastrodiplomacy through systems approachTilen Nipič, Tilen Albreht Centrih, Žan Hodžič, Tadeja Jere Jakulin, 2025, izvirni znanstveni članek Opis: Hospitality, which to this day still lacks a clear and unified definition, is often divided by the (non-)commercial aspect concerning the perception of the concept. A social practice beyond the tourism activity itself is an important component of gastronomic diplomacy. It is increasingly used today to raise the image, international recognition and differentiation of a given national entity in the (tourism) world. A clearer definition of the concept is also needed in the case of food diplomacy, as the core meaning is different from that of similar terms, such as culinary diplomacy. The methodological framework for exploring the embeddedness and connectivity of (non-)commercial hospitality with a specific food diplomacy form consists of the autoethnographic method, conducted on the case of the hospitableness symbol in an Arabic-speaking country, which, in conjunction with the theoretical literature review and personal observations and experiences, served as a basis for the creation of a system diagram in the field of soft system of system thinking.
Ključne besede: hospitality, gastro diplomacy, autoethnographic method, system dynamics, modelling
Objavljeno v RUP: 04.02.2026; Ogledov: 449; Prenosov: 5
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20. An extended pre-testing protocol in the lead-up to field studiesAnna K. Zinn, Danyelle Greene, Csilla Demeter, Sara Dolnicar, 2025, izvirni znanstveni članek Opis: To establish whether interventions ultimately change behavior, they are best tested in the field. However, there is no clear consensus on how to pre-select such interventions. To address this, we propose an extended pre-testing protocol in the lead-up to field studies. This extended protocol combines different approaches by (1) distinguishing between (a) an intervention triggering the corresponding theoretical construct, (b) the construct being linked to behavioral intentions, (c) the intervention affecting behavioral intentions; and (2) accounting for emotional reactions to intervention materials. We illustrate the protocol in an online experiment (N = 636) focusing on the example behavior of opting out of daily hotel room cleans—a behavior which can help reduce the environmental footprint of tourism. The results illustrate the value of the extended pre-testing protocol in tourism and hospitality research and beyond. It increases understanding of underlying intervention mechanisms and ensures interventions are suitable for the field.
Objavljeno v RUP: 04.02.2026; Ogledov: 525; Prenosov: 4
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