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Spalević Ž., Milosavljević B., & Marković S. (2024). Legal basis of educational processes of articial intelligence algorithms
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Review article
Received: January 16, 2024.
Revised: March 25, 2024.
Accepted: April 01, 2024.
UDC:
340.134:[338.48:004.738.5(497.11)
338.48:004.89(497.11)
10.23947/2334-8496-2024-12-1-209-217
© 2024 by the authors. This article is an open access article distributed under the terms and conditions of the
Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
*Corresponding author: zspalevic@singidunum.ac.rs
Žaklina Spalević1* , Bojana Milosavljević2 , Sanja Marković2
Legal Basis of Educational Processes of Artificial Intelligence
Algorithms in E-tourism
1Faculty of Tourism and Hotel Management, Belgrade, Republic of Serbia, e-mail: zspalevic@singidunum.ac.rs
2Academy of Applied Studies of Kosovo and Metohija, Department Zvečan, Republic of Serbia,
e-mail: bojana.milosavljevic@akademijakm.edu.rs; sanja.markovic@akademijakm.edu.rs
Abstract: E-tourism has become a key component in the tourism industry and allows travelers to easily access information
about destinations and services via the Internet, facilitating their travel planning process. Through e-tourism, travelers can research
destinations, plan trips, book accommodations, purchase transportation tickets, and explore tourist attractions through online
resources. Also, this area helps tourism businesses to effectively promote their services, communicate with clients and manage
reservations. E-tourism represents the integration of information and communication technologies in the tourism sector. This
concept encompasses the application of digital technologies such as the Internet, mobile applications, online reservation systems,
web platforms and social media to improve aspects of travel and tourism. The legal foundation of educational procedures utilizing
artificial intelligence algorithms in e-tourism holds significant importance because of the multitude of potential legal complexities
and obstacles that could emerge. The Republic of Serbia, like many other countries, is working on improving its regulations in
order to enable the development of e-tourism and at the same time ensure the protection of the interests and safety of travelers.
Keywords: e-tourism, internet, legal regulations, artificial intelligence, user safety.
Introduction
Tourism has a long history dating back to ancient Greece and Rome, where people traveled for
a variety of reasons. During the Middle Ages, tourism was limited to pilgrimages and trade caravans.
During the Renaissance, travel writers wrote travelogues that inspired travelers. The Industrial Revolution
accelerated the development of tourism, enabling mass transportation. The 20th century saw the further
development of tourism with the development of aviation and the automobile. Today, tourism is a global
industry worth trillions of dollars and includes various forms of travel. The Internet and social media have
changed the way travel is planned. Tourism continues to develop and plays a key role in the economies
of many countries.
By analyzing the available literature, it can be concluded that tourism has a direct and indirect
impact on the country’s economy, primarily on the gross domestic product (GDP) and national income of
that country.
The direct influence is reflected through the support of certain sectors of material production that
serve the tourism industry, while the indirect influence implies the spillover of income from other countries
into the domestic economy. Also, tourism can have a positive effect on the development of tourist activities,
increasing employment and raising the standard of living of the population. The direct impacts of tourism
include the impact on investment activities and the structure of investments, as well as on the accelerated
development of less developed regions in the country (Trifunović, et al., 2023). Tourism is an area of the
economy where technology plays a key role by helping businesses in their day-to-day operations, while
improving the user experience or making the destination more desirable for potential visitors (Giotis and
Papadionysiou, 2022).
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Spalević Ž., Milosavljević B., & Marković S. (2024). Legal basis of educational processes of articial intelligence algorithms
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E-tourism refers to the use of modern technologies for various tourism activities, including online
reservations for hotels, airline tickets and other services, as well as providing informational resources to
travelers through web portals of tourist destinations. The main difference between e-tourism and traditional
tourism lies in the ability of e-tourism to bring significant savings in traditional activities, such as telephone
centers and information points. In other words, e-tourism enables information and reservation services to
be provided to a large number of consumers at relatively low costs, resulting in more efficient processes
and better access to information for travelers (Mavri and Angelis, 2009; Frechtling, 2001).
Information and communication technologies in tourism, also known as the concept of e-tourism,
have started a new era in modern tourism and catering (Kirtil and Ashkun, 2021). E-tourism is defined
as the use of information and communication technologies within tourism. This practice includes the
widespread use of the Internet, mobile applications, social media and other digital technologies to improve
the service and experience of travelers, facilitate travel planning and increase efficiency in the tourism
industry.
Social networks have significantly transformed the way tourism products and services are promoted
and consumed. They are one of the popular data sources used by both tourists and tourism companies to
communicate, find or provide relevant information (Rahmadian, et al., 2021; Lv, et al., 2021). In the modern
digital age, social networks play a key role in the field of e-tourism, which represents the integration of the
Internet and electronic commerce in tourist activities.
Facebook, the pioneering social network, was the initial platform to surpass one billion registered
user accounts. Presently, it boasts over 2.9 billion monthly active users. Meta Platforms, the parent
company, possesses the four most prominent social media platforms, each boasting more than one billion
monthly active users: Facebook (the core platform), WhatsApp, Facebook Messenger, and Instagram. In
the second quarter of 2023, Facebook reported that it had over 3.8 billion monthly active users (Statista,
2023a). Figure 1 shows the most popular social networks.
Figure 1. The most popular social networks around the world according to the number of monthly active users
(expressed in millions), as of October 2023 (Statista, 2023a).
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Spalević Ž., Milosavljević B., & Marković S. (2024). Legal basis of educational processes of articial intelligence algorithms
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Considering everything that has been said above, the key role of legal regulation for artificial
intelligence (AI) in e-tourism is reflected in providing a framework that protects the rights and interests
of all participants in e-tourism, including tourists, organizations and employees. In addition, responsible
behavior, ethical approach, and sustainable development in this dynamic industry are promoted through
legal regulations.
E-tourism and legal regulations in the Republic of Serbia
The legal considerations surrounding educational practices incorporating AI algorithms within
e-tourism are multifaceted and contingent upon the specific laws and regulations of each jurisdiction.
Variations exist from one country to another, underscoring the importance for institutions and organizations
integrating AI algorithms to vigilantly observe local legislation. This ongoing monitoring is crucial to
guarantee legal adherence and safeguard the interests of all stakeholders involved.
E-tourism and legal regulations in the Republic of Serbia are related to the laws and regulations
governing online tourism activities and the protection of consumer rights.
In this paper, we will emphasize several key points related to this topic, namely:
Protection of personal data: In alignment with the General Data Protection Regulation (GDPR) of
the European Union (EU), the Republic of Serbia has implemented the Personal Data Protection Act. This
act governs the collection, processing, and storage of personal data, particularly pertinent in the context of
e-tourism where booking details and traveler profiles are frequently amassed. The GDPR, a cornerstone
of data protection legislation, upholds the right to privacy as enshrined in the European Convention on
Human Rights of 1950, affirming that “Everyone has the right to respect for his private and family life, his
home and his correspondence.” This recognition of the right to privacy underscores the importance of
safeguarding personal data within e-tourism practices To modernize and uphold the right to privacy in the
digital era, the EU implemented its first data protection directive in 1995. However, with the evolution of the
internet, the General Data Protection Regulation (GDPR) was introduced in 2016, becoming enforceable
as of May 25, 2018. This regulation establishes rigorous standards for privacy and data security, extending
its reach to organizations worldwide that handle the data of EU citizens. Its implications extend to online
tourism in the Republic of Serbia, encompassing the protection of travelers’ personal data. Consequently,
travel agencies and online platforms are required to adhere to data protection regulations and ensure
the secure processing of personal information. The GDPR stands as the most stringent privacy and data
security legislation globally. Despite being formulated and adopted by the EU, it imposes obligations on
organizations worldwide, provided they interact with or collect data concerning individuals within the EU.
The GDPR will impose severe penalties on those who violate its privacy and security standards, with fines
reaching tens of millions of euros (The General Data Protection Regulation (GDPR)).
Electronic business: The Republic of Serbia has legislation that regulates electronic business and
electronic transactions, namely the Law on Electronic Commerce (Law on Electronic Commerce) and the
Law on Electronic Invoicing of the Republic of Serbia (Law on Electronic Invoicing), which enable secure
online transactions and electronic exchange of documents between tourism companies and travelers.
The Law on Electronic Commerce regulates the conditions and manner of providing information society
services, obligations to inform service users, commercial messages, rules regarding the conclusion
of contracts in electronic form, responsibility of information society service providers, supervision and
violations.
Online Payments: The Payment Services Act (Payment Services Act) covers online payments,
including the security of online payments. This is crucial for e-tourism as travelers often make online
payments for booking accommodation, tickets and other services.
Marketing activities: The Consumer Protection Act, also known as the Consumer Protection Act,
outlines fundamental rights of consumers that underpin contemporary society, fostering protection, safety,
and an enhanced quality of life for all citizens. These rights guarantee consumers access to essential
necessities, safe products, comprehensive information, freedom of choice, legal recourse, education,
and a sustainable environment. By upholding these rights, the Consumer Protection Act aims to empower
consumers and promote fair and ethical practices in the marketplace. In the context of e-tourism, this law
regulates the marketing activities of tourism companies, which ensures that marketing campaigns are
truthful and do not mislead potential tourists.
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Spalević Ž., Milosavljević B., & Marković S. (2024). Legal basis of educational processes of articial intelligence algorithms
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Based on the above, we can say that legal regulations in the Republic of Serbia are being developed
in order to adequately deal with the challenges of e-tourism. This includes privacy protection, security
of online transactions and protection of passenger rights. The Republic of Serbia follows international
standards in order to improve e-tourism and ensure that the tourism industry is competitive on the global
market.
The impact of artificial intelligence on e-tourism
In today’s world full of advanced technologies, AI stands out as one of the most innovative
discoveries that have dramatically changed various industries around the world. In tourism, AI is
increasingly being used for a variety of purposes, including customizing travel experiences, personalizing
travel recommendations, and providing faster responses, thereby improving service interactions. By
exploiting the possibilities of AI, businesses can provide personalized services, optimize operations and
contribute to sustainable practices (García-Madurga and Grilló-Méndez 2023; Doborjeh et al., 2022).
AI integration has become common in the business environment, where it is used for assistance and
communication with users, which significantly increases the quality of engagement. A key factor for the
success of AI is the abundance of data, especially rich data. The more diverse information algorithms
have at their disposal, the more effectively they learn and improve their predictive abilities. This data is
integrated into a global data processing network infrastructure, focused on the Internet, which serves
as a platform for communication, data access and provision of various services to citizens. Algorithms,
often powered by AI, play a key role in mediating citizens’ access to information and services, tracking
their actions (Putera et al., 2022). It is estimated that there are over 30 billion devices today, including
computers, smartphones, and industrial equipment, that generate massive amounts of electronic data,
as illustrated in Figure 2. In the figure, we can see statistics showing the annual size of actual data in the
global datasphere from 2010 to in 2025. Real data constitutes a significant part of the global datasphere.
Between 2018 and 2025, the size of actual data in the global datasphere is expected to increase tenfold,
from five zettabytes to 51 zettabytes.
AI is developing rapidly and has the potential to change our lives in many ways. It can improve health
care through more accurate diagnoses and better disease preventionFurthermore, AI can bolster agricultural
efficiency, aid in climate change mitigation and adaptation, and enhance production systems’ efficiency via
predictive maintenance. Additionally, its potential extends to enhancing the security of European citizens in
ways that are yet to be fully realized. However, AI also carries with it a number of potential risks, including
lack of transparency in decision-making processes, possible gender or other type of discrimination, invasion
of our privacy and the possibility of misuse for criminal purposes (European Commission, 2020).
Figure 2. Annual size of real data in the global datasphere from 2010 to 2025 (expressed in zettabytes) (Statista 2023b).
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Spalević Ž., Milosavljević B., & Marković S. (2024). Legal basis of educational processes of articial intelligence algorithms
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In practical terms, AI finds extensive applications within the tourism and service industries. However,
within academic circles, the predominant focus of existing research lies in information science, examining
the AI technology itself and the associated ethical considerations. There exists a notable dearth of research
that adopts an interdisciplinary and macro perspective. Primarily, scientists have delved into exploring the
repercussions of AI technology on employment, as well as the individual anxiety, apprehension, and other
adverse emotional responses stemming from the substitution of AI for human labor. Additionally, there
are studies examining the impact of AI on various facets of tourism and services, including marketing,
strategy, and retail. Nevertheless, many of these investigations tend to be speculative in nature, lacking
sufficient empirical evidence. These above issues can be summarized in three key aspects:
1. Previous research has overlooked analyzing the essential characteristics of how AI technology
impacts the tourism industry, failing to consider its distinctiveness.
2. Research on the mechanism of AI’s influence on the tourism industry is scarce due to the evolving
nature of AI, thereby complicating the comprehension of its internal mechanisms on this sector.
3. Limited research exists on the potential negative impacts of AI on the tourism industry, posing
challenges in the development of pertinent policies, corporate governance, and public management
strategies to address these specific challenges (Yanzheng, et al., 2021).
Skilton and Hovsepian (2018) assert that intelligent systems are increasingly becoming ingrained in
every facet of our lives, suggesting that this fourth industrial revolution will precipitate cultural and social
transformations of unparalleled magnitude. These technologies are challenging the values, consumer
experiences and business propositions that have been the foundation of nearly every business and
organization in existence. By redefining and embracing new value structures with the help of new intelligent
technologies, new innovative models are created and brought to the market. Understanding the potential
and impact of these changes will be a fundamental requirement for leadership in the coming years.
Considering the inseparable relationship between the rise of AI technology and the swift advancement of
computer technology, Skilton and Hovsepian define AI from the standpoint of computer science as “the
scientific examination of computer principles underlying intelligence and intelligent behavior.”
Kelly et al. (2023) examine the interplay between AI and human intelligence, categorizing AIs into
three distinct types:
1. Narrow AI, capable of substituting humans in specific tasks or domains.
2. General AI, possessing advanced perception of the external environment and the capability of
autonomous learning.
3. Super AI, characterized by intelligence that surpasses human capabilities to a significant degree.
AI algorithms are having an increasing impact in e-tourism, providing numerous benefits and
improving the traveler experience. Some of the areas where algorithms are used in e-tourism are:
(Bulchand-Gidumal, 2020)
Accommodation search and reservation: Algorithms can analyze large amounts of data on
accommodation facilities (prices, locations, guest ratings, etc.) to provide personalized recommendations
to travelers. Also, they can be used to find the best offers and adjust search results to travelers’ preferences.
Recommending destinations and activities: Based on travelers’ profiles, algorithms can recommend
destinations, attractions, restaurants, and activities that match their interests. These algorithms are often
used on travel booking platforms to help travelers discover new destinations and plan their itineraries.
Personalized advertising: By analyzing data about previous trips and interests, algorithms can
display targeted advertising to travelers. In this way, relevant content is provided that is related to their
needs and interests.
Trend forecasting: AI algorithms can analyze large amounts of travel data to identify trends and
forecast future traveler needs and preferences. This information can be useful for travel agencies and
organizations to adjust their offers and services.
Sentiment Analysis: Algorithms can analyze travelers’ comments and feedback to determine their
satisfaction, preferences, and attitudes about specific destinations, accommodations, or activities. This
sentiment analysis helps tourism organizations better understand the needs of their travelers and improve
the experience they provide.
Chatbots and virtual assistants: AI algorithms can be used to develop chatbots and virtual assistants
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that can answer travelers’ questions, provide information about reservations, recommend activities,
and more. This type of 24/7 assistance improves the user experience and reduces the need for human
intervention in communicating with passengers.
Weather monitoring and forecasting: Algorithms can analyze weather data to predict weather
conditions in different destinations.
AI algorithms offer numerous advantages in the realm of e-tourism. From a consumer standpoint,
AI facilitates the discovery of more accurate and pertinent information, enhances mobility options, refines
decision-making processes, and ultimately enriches the overall tourism experience (Gretzel, 2011;
Tussyadiah and Miller, 2019).
One example is definitely the travel website “Qyer” which has developed a travel planning tool
called “Itinerary Assistant”. Namely, in the pre-trip preparation phase, tourists face certain challenges in
making decisions. First, information about tourist destinations includes a large amount of data of various
types. The decision-making process itself requires significant engagement and a high degree of analytical
ability. Second, the travel planning process is dynamic, so finding optimal solutions for time, distance
and price can be challenging. In order to overcome these challenges, the travel planning tool “Itinerary
Assistant” can be used, where tourists enter their requirements and use this tool to intelligently optimize
the trip with a simple push of a button, in order to get the most rational plan. This approach allows tourists
to feel more excited and have higher expectations towards their destinations” (Yanzheng, et al., 2021).
From all this, it is not difficult to see that “smart tourism” is a new field that is developing through the
growing use of information communications and AI.
Globalization and intense competition force organizations to be flexible and adaptable to constant
changes in the market (Chen et al., 2022). According to some research, it is estimated that around 70% of
companies will implement at least one type of technology with AI by 2030, while a little less than half will
have the entire spectrum of such technologies, and that the global GDP will increase by around 1.2% per
year. In addition to numerous advantages, primarily in increasing the economic potential, the development
of AI also brings with it certain challenges. Mainly, the focal points encompass safeguarding personal data,
mitigating biases and inherited discriminatory factors, the emergence of novel occupations potentially
altering existing job demands, the educational system’s challenge in equipping students for future job
roles, and ensuring transparency alongside addressing various ethical concerns (Strategy 2020-2025).
Ethical guidelines for the development, application and use of reliable and responsible AI aim to
enable progress in the field of AI, but not at the expense of people, their rights and well-being, animals
and the environment. AI has become a key component of the fourth industrial revolution and has wide
applications in various fields, including healthcare, finance, education, energy and many others.
The development of AI is directed towards the creation of solutions that meet high standards
throughout the entire life cycle, which means that they are reliable and responsible. This implies technical
security, compliance with laws and respect for ethical principles and values.
The key goal of these guidelines is to prevent the endangerment of human rights and freedoms,
as well as not to neglect the role of man in all processes that concern him. Also, the guidelines promote
the creation of an ecosystem where AI contributes to improving people’s productivity, more efficient
use of resources and improving the quality of life. In essence, these guidelines set a framework for the
development of AI to ensure that it serves people and society as a whole, while preserving fundamental
values and rights (Conclusion on the adoption of ethical guidelines for the development, application and
use of reliable and responsible artificial intelligence).
The ethical guidelines for the development, application and use of reliable and responsible AI are
aligned with the AI development strategy in the Republic of Serbia for the period 2020-2025. One of the
main goals of this strategy is to promote the ethical and safe application of AI, and they represent a step
towards achieving that goal. The key purpose of the guidelines is to ensure the responsible development
and use of AI, while respecting the highest ethical and security standards.
UNESCO has also played a role in promoting the ethics of AI and adopted Recommendations on
the ethics of AI systems in November 2021. These principles are included in these guidelines, indicating a
global trend and consensus on the need for an ethical approach to the development and use of AI.
The Republic of Serbia has committed itself to the gradual harmonization of its laws with the acquis
of the EU. In this context, the European Commission presented the Proposal for a Regulation on AI
to create a common legal framework for the development and use of AI in the EU. This will facilitate
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Spalević Ž., Milosavljević B., & Marković S. (2024). Legal basis of educational processes of articial intelligence algorithms
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investment and innovation in the field of AI and provide a standardized approach. Also, the Commissioner
for Human Rights at the Council of Europe has issued Recommendations on AI and human rights that
build on existing guidelines and regulations in this area. These guidelines apply to a wide range of actors
in the AI ecosystem, including those who develop and deploy these systems, organizations, institutions,
and the general public. The goal is to provide a horizontal approach to the application of ethical and
security rules in this area.
Establishing ethical guidelines for the development, application, and utilization of trustworthy
and conscientious AI constructs a legal framework aligning AI development and usage with ethical and
security norms. This initiative aims to ensure that the Republic of Serbia adheres to international trends
and standards in this domain, fostering responsible AI practices in accordance with global expectations.
Conclusions
In the conclusion of this paper, the key aspects highlighted in connection with e-tourism, legal
regulation in the Republic of Serbia and the impact of artificial intelligence on this area are emphasized.
E-tourism has become a key component of the global travel industry, allowing travelers to more
easily plan and book trips online. In the Republic of Serbia, legal regulations are continuously developing
in order to follow the comprehensive changes in digital tourism and to ensure the protection of both the
interests of travelers and providers of tourism services. These regulations cover a wide range of issues,
including the protection of personal data, electronic commerce, online payments and marketing activities.
Artificial intelligence is increasingly influencing e-tourism, providing personalized experiences for
travelers, faster responses to inquiries and optimization of travel. Artificial intelligence algorithms play an
increasingly important role in the development and improvement of e-tourism. They enable the automation
of processes, the analysis of huge amounts of data and the provision of personalized services to tourists.
However, while artificial intelligence brings many benefits, its implementation also brings challenges,
including ethical and security aspects that must be carefully considered.
Advances in the field of artificial intelligence carry potential risks, such as the protection of personal
data, possible discrimination and the impact on the labor market. Therefore, it is important to establish
clear ethical and security frameworks to ensure the responsible use of artificial intelligence.
E-tourism and artificial intelligence are key factors in the transformation of the tourism industry.
The legal basis of educational processes of artificial intelligence algorithms in e-tourism is complex and
requires careful compliance with legal regulations.
Legal regulation is actively developing to keep up with these changes and ensure the protection of
the interests of all actors in the industry. The Republic of Serbia recognizes the need for harmonization
with international standards and ethical principles in the application of artificial intelligence in order to
preserve the integrity and competitiveness of e-tourism in the modern world.
Conflict of interests
The authors declare no conflict of interest.
Author Contributions
Conceptualization: Ž.S. and S.M., Formal Analysis: B.M., Investigation: Ž.S. and S.M., Methodology:
Ž.S., S.M. and B.M., Writing – original draft: Ž.S. and S.M., Writing – review & editing B.M.. All authors
have read and agreed to the published version of the manuscript.
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