20.500.12556/DKUM-95433 Vpliv umetne inteligence na destinacijski management slovenskih destinacij diplomsko delo visokošolskega strokovnega študija Impact of artificial intelligence on destination management of slovenian destinations Umetna inteligenca postaja pomemben dejavnik v turizmu, saj omogoča razvoj novih rešitev, ki izboljšujejo uporabniško izkušnjo in povečujejo konkurenčnost destinacij. V zadnjih letih se je uporaba umetne inteligence v turizmu močno razširila, kar je spodbudilo raziskavo o njenem vplivu na destinacijski management v Sloveniji. Cilji v teoretičnem delu zajemajo pregled strokovne in znanstvene literature o destinacijskem managementu, tehnološkem napredku v turizmu in vlogi umetne inteligence. Posebej je opredeljena oblike umetne inteligence in njene aplikacije, kot so personalizacija ponudbe, digitalni marketing, podatkovna analitika in napovedovanje trendov. V empiričnem delu so z metodo kvalitativnega raziskovanja bili izvedeni polstrukturirani intervju s predstavniki enajstih slovenskih destinacij. Zbrani odgovori so bili analizirani s pomočjo tematskega kodiranja, in sicer je na ta način bila raziskana trenutna praksa, priložnosti in ovire pri uporabi umetne inteligence v destinacijskem managementu. Ugotovljeno je bilo, da destinacije umetno inteligenco prepoznavajo kot ključno za prihodnji razvoj, vendar se pri implementaciji soočajo z izzivi, kot so pomanjkanje finančnih sredstev, znanja in vprašanja varstva podatkov. V zaključku so bila podana priporočila za nadaljnjo digitalno transformacijo slovenskega turizma. Artificial intelligence (AI) is becoming an important factor in tourism, as it enables the development of new solutions that enhance the user experience and increase the competitiveness of destinations. In recent years, the use of AI in tourism has significantly expanded, which has encouraged research into its impact on destination management in Slovenia. The objectives of the thesis in the theoretical part included a review of professional and scientific literature on destination management, technological progress in tourism, and the role of artificial intelligence. Particular attention was given to defining different forms of AI and its applications, such as service personalization, digital marketing, data analytics, and trend forecasting. In the empirical part, qualitative research was conducted through semi-structured interviews with eleven Slovenian destinations. The collected responses were analyzed using thematic coding, which provided insights into current practices, opportunities, and barriers regarding the use of AI in destination management. The findings revealed that destinations recognize AI as a key factor for future development, but face challenges in its implementation, such as limited financial resources, lack of knowledge, and issues of data protection. In conclusion, recommendations for further digital transformation of Slovenian tourism were proposed. umetna inteligenca destinacijski management digitalna transformacija turizem prihodnost turizma artificial intelligence destination management digital transformation tourism future of tourism true true false [K. Novak] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-09-18 09:46:12 2025-10-29 09:20:36 2025-10-30 03:15:36 0000-00-00 00:00:00 2025 0 Maribor 0 Brežice 57 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 338.48(497.4):004.8(043.2) 255165443 VS_Novak_Katarina_2025.pdf VS_Novak_Katarina_2025.pdf 1 5087D5E76582915338C80BBB6F756689 f437f9532a138569979a06198db5065aa8bae8d8c07f2dd55e40556e98318f0b d9573418-9466-11f0-9f40-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=198741 Fakulteta za turizem 0 0 0