{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,9]],"date-time":"2026-04-09T14:19:08Z","timestamp":1775744348200,"version":"3.50.1"},"reference-count":64,"publisher":"MDPI AG","issue":"11","license":[{"start":{"date-parts":[[2024,11,4]],"date-time":"2024-11-04T00:00:00Z","timestamp":1730678400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Information"],"abstract":"<jats:p>This study examines the level of implementation of artificial intelligence (AI) in the personalization of hotel services and its impact on guest satisfaction through an analysis of tourists\u2019 attitudes and behaviors The focus of the research is on how personalized recommendations for food and beverages, activities, and room services, delivered by trustworthy AI systems, digital experience, and the perception of privacy and data security, influence overall guest satisfaction. The research was conducted in Serbia and Hungary, using structural models to assess and analyze direct and indirect effects. The results show that AI personalization significantly contributes to guest satisfaction, with mediating variables such as trust in AI systems and technological experience playing a key role. A comparative analysis highlights differences between Hungary, a member of the European Union, and Serbia, a country in transition, shedding light on specific regulatory frameworks and cultural preferences in these countries.<\/jats:p>","DOI":"10.3390\/info15110700","type":"journal-article","created":{"date-parts":[[2024,11,4]],"date-time":"2024-11-04T10:57:20Z","timestamp":1730717840000},"page":"700","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":9,"title":["AI Impact on Hotel Guest Satisfaction via Tailor-Made Services: A Case Study of Serbia and Hungary"],"prefix":"10.3390","volume":"15","author":[{"given":"Ranko","family":"Makivi\u0107","sequence":"first","affiliation":[{"name":"Faculty of Technical Sciences, University of Novi Sad, 11000 Novi Sad, Serbia"}]},{"given":"Dragan","family":"Vukoli\u0107","sequence":"additional","affiliation":[{"name":"Faculty of Hotel Management and Tourism, University of Kragujevac, 36210 Vrnja\u010dka Banja, Serbia"},{"name":"Faculty of Tourism and Hotel Management, University of Business Studies, 78000 Banja Luka, Bosnia and Herzegovina"}]},{"given":"Sonja","family":"Veljovi\u0107","sequence":"additional","affiliation":[{"name":"Faculty of Hotel Management and Tourism, University of Kragujevac, 36210 Vrnja\u010dka Banja, Serbia"}]},{"given":"Minja","family":"Bolesnikov","sequence":"additional","affiliation":[{"name":"Faculty of Technical Sciences, University of Novi Sad, 11000 Novi Sad, Serbia"},{"name":"Swiss School of Business and Management, 1213 Gen\u00e8ve, Switzerland"}]},{"given":"L\u00f3r\u00e1nt D\u00e9nes","family":"D\u00e1vid","sequence":"additional","affiliation":[{"name":"Department of Tourism and Hospitality, Faculty of Economics and Business, John von Neumann University, HU-6000 Kecskem\u00e9t, Hungary"},{"name":"Department of Sustainable Tourism, Institute of Rural Development and Sustainable Economy, Hungarian University of Agriculture and Life Sciences (MATE), HU-2100 G\u00f6d\u00f6ll\u0151, Hungary"},{"name":"Savaria Department of Business Economics, Faculty of Social Sciences, Savaria University Centre, E\u00f6tv\u00f6s Lor\u00e1nd University, HU-9700 Szombathely, Hungary"},{"name":"Kautz Gyla Faculty of Business and Economy, Department of Tourism and Hospitality, Sz\u00e9chenyi Istv\u00e1n University, HU-9026 Gy\u0151r, Hungary"}]},{"given":"Andrea","family":"Ivani\u0161evi\u0107","sequence":"additional","affiliation":[{"name":"Faculty of Technical Sciences, University of Novi Sad, 11000 Novi Sad, Serbia"}]},{"given":"Mario","family":"Sili\u0107","sequence":"additional","affiliation":[{"name":"Swiss School of Business and Management, 1213 Gen\u00e8ve, Switzerland"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-3016-8368","authenticated-orcid":false,"given":"Tamara","family":"Gaji\u0107","sequence":"additional","affiliation":[{"name":"Faculty of Hotel Management and Tourism, University of Kragujevac, 36210 Vrnja\u010dka Banja, Serbia"},{"name":"Swiss School of Business and Management, 1213 Gen\u00e8ve, Switzerland"},{"name":"Geographical Institute \u201cJovan Cviji\u0107\u201d, Serbian Academy of Sciences and Arts, 11000 Belgrade, Serbia"},{"name":"Institute of Environmental Engineering, Peoples\u2019 Friendship University of Russia, RUDN University, 117198 Moscow, Russia"}]}],"member":"1968","published-online":{"date-parts":[[2024,11,4]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"1765","DOI":"10.55248\/gengpi.4.923.92451","article-title":"Emerging Concepts of Artificial Intelligence in the Hotel Industry: A Conceptual Paper","volume":"4","author":"Talukder","year":"2023","journal-title":"Int. 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