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Business growth happens if we have a business model.The tourist industry, together with the hotel industry, is triggered by technology. Technology determines the strategies and competitiveness of tourist organizations and destinations (Buhalis and Law, 2008). The entire IT systems spread quickly all over the world. And the tourist industries are not protect on these influences. Many tourist entities, many organizations, have had to transform their strategic management and marketing and have accessed redesign to achieve the best operational practices and to benefit from the changes in which the new technological paradigm. And as many authors point out, technological innovations are the catalyst of development and competitiveness in tourism (Buhalis, 2000). Purpose - Technology revolutionizes the tourist industry and determines the strategy and competitiveness of tourist organizations and the cities themselves, the state. This work aims to explore the transformation and disruptive nature of the technology in tourism, the hotel industry viewed through the benefits of the use of circular economy. Design methodology/approach - this work is based on systematic research. Findings - Technology innovations gather a whole host of stakeholders in the tourist service of ecosystems. Technologically strengthened tourist experiences are increasingly supporting guests and tourists in joint creation value in all stages of travel. Ambient intelligence (Ami) triggers a range of disruptive technologies. The inevitably smart environments are transformed by industrial structures, processes and practices, with a devastating effect on services innovations, strategy, management, marketing and competitiveness of all involved. The transition to the circular economy is encouraged by the development of digital technologies. Originality/value - work synthesizes the development of technology for tourism and hotel and proposes future research.
ABSTRACT
Business growth happens if we have a business model.The tourist industry, together with the hotel industry, is triggered by technology. Technology determines the strategies and competitiveness of tourist organizations and destinations (Buhalis and Law, 2008). The entire IT systems spread quickly all over the world. And the tourist industries are not protect on these influences. Many tourist entities, many organizations, have had to transform their strategic management and marketing and have accessed redesign to achieve the best operational practices and to benefit from the changes in which the new technological paradigm. And as many authors point out, technological innovations are the catalyst of development and competitiveness in tourism (Buhalis, 2000). Purpose - Technology revolutionizes the tourist industry and determines the strategy and competitiveness of tourist organizations and the cities themselves, the state. This work aims to explore the transformation and disruptive nature of the technology in tourism, the hotel industry viewed through the benefits of the use of circular economy. Design methodology/approach - this work is based on systematic research. Findings - Technology innovations gather a whole host of stakeholders in the tourist service of ecosystems. Technologically strengthened tourist experiences are increasingly supporting guests and tourists in joint creation value in all stages of travel. Ambient intelligence (Ami) triggers a range of disruptive technologies. The inevitably smart environments are transformed by industrial structures, processes and practices, with a devastating effect on services innovations, strategy, management, marketing and competitiveness of all involved. The transition to the circular economy is encouraged by the development of digital technologies. Originality/value - work synthesizes the development of technology for tourism and hotel and proposes future research.
Keywords: Tourism, Information communication technology, e-turism, Management, Smart tourism, Circular economy
1. INTRODUCTION - Circular economy vs Technology in tourism and hospitality industry
Circular economy is a new model and production and consumption that ensures sustainable growth over time. With a circular economy, we can stimulate the optimization of resources in the hotel industry, reduce the consumption of raw materials and recover a large amount of waste by recycling or give it another life as a new product.
The goal of the circular economy is therefore to maximize the material resources that are available to us by applying three basic principles: reduce, reuse and recycle. In this way, the product of the product is extended, exploits waste and over time is established by a more effective and sustainable model of production. The idea comes from the intoxication of nature, where everything has value and everything is used, where waste becomes a new resource. In this way, there is a balance between progress and sustainability. Circular economy embodies a transformative approach to production and consumption, emphasizing sustainability and efficiency in its key focus areas, thus finding a place in the hotel industry. Giving priority to regenerative resources, he seeks to create systems that renew the natural world. The principles of preserving what has already been made, using waste as a resource and re -reflection of business models are a challenge to conventional practices, stimulating innovation and resistance. By designing for the future, installing digital technologies for optimizing and encouraging cooperation in supply chains, a circular economy aims to redefine values creation, ensuring a sustainable and prosperous future for everyone. Large consumers and potential pollutants are subjects from tourism space. The growth of the tourist industry has a direct impact on the consumption of natural resources and the environment. And hotels are one of the most intensive types of buildings because of its multipurpose function and 24-hour work. According to the Pacific Gas and Electric's Food Service Technology Center (FSTC), hotels use almost 5 times more energy per square meter compared to any other commercial building. Consequently, the acceptance of green practices gets attention in the hotel industry are many hotels dedicated to various environmental initiatives such as reducing energy and water consumption and reducing the amount of waste, which led to the appearance of "green hotels". This market niche expands, and is accepted by not only the leading hotel brands, but also small and medium -sized hotel companies. Some of these companies acknowledged that green management can improve cost savings, employee loyalty and customer retention and help fulfilling short -term operational goals. It is directly about the transition stimulated by digital technologies. The transition to the circular economy (CE) requires innovative approaches that connect superior technology with sustainable practice. The combination of state -of -the -art (SOA) technology with the principles of circular economy is a pioneering approach to environmental sustainability and economic resistance. This synergy not only applies to technology integration into existing systems, but to re -design and redesign our industrial and economic models from the ground up. By exploiting top innovations (Vlaëié et al, 2019, Dabié et al, 2019). Hotel flashes can move on to sustainable, more effective and more inclusive circular economy, where waste designs, resources are constantly re -used, and natural systems regenerated. Big, large hotel chains also use artificial intelligence and machine learning AI, so they can predict the life span of products, optimize the use of resources and significantly improve recycling processes. Therefore, artificial intelligence can sort materials that can be recycled more accurately and faster than human workers, increasing the efficiency of recycling centers (McKinsey & Company, 2023). Platforms triggered by artificial intelligence can make it easier to connect waste manufacturer with recycling operators, optimizing the recycling value chain. The Internet devices (IOOT) allow real -time resources monitoring and monitoring, providing valuable data to optimize the use of products and materials. For example, [oT sensors can monitor the state of products and components, identify when they can be repaired or recycled, which extends their life cycle (Gartner, 2019). Currently, the dominant industrial technological platform, industry 4.0 is to make production smarter through real -time data, machine learning and mutual connection, which can lead to more effective, flexible and more adaptable production processes. The upcoming, Industry 5.0, adds two key components for 14.0 that allow the economy to raise to the next level are a focus on man and sustainability. The conceptual matrix for alignment of the 5.0 technologies with the challenges that they face in various segments of the circular economy has also been formed.
2. THE TRANSITION FROM THE LINEAR ECONOMY TO CIRCULAR IS ENCOURAGED BY DIGITAL TECHNOLOGIES
The transition to the circular economy (CE) requires innovative approaches that connect superior technology with sustainable practice. It is necessary to eat aware that state -of -the -art digital technology contributes to the spread of circularity, thus becoming a greentech or Cleantech. Technology revolutionizes the tourist industry and determines the strategy and competitiveness of tourist organizations and destinations (Buhalis and Law, 2008). Technology innovations in circular business models are real today. While hotel houses seek to integrate the principles of a circular economy, technology appears as a powerful driver offering innovative solutions to increase efficiency. This is what technological innovations are a catalyst for development and competitiveness in tourism. The era of the internet networking of Etourism (1990-2005) enabled organizations to develop their web 1.0 presence, through websites and ecommerce. Google as an engine and Yahoo as a web portal have revolutionized online examinations for information. Internet infrastructure also enabled Application Service. Then the development of blogs and other platforms of social media and the incidence of the Web 2.0 (2005-2015) time, making interaction to all of us, all users and empowering connections. Social networks have revolutionized communication from a simple manufacturer to a consumer and today this communication and a much more complex relationship with a consumer-packer. He now appears as a consumer-presenter, and not only that, appears as the interaction of oneaccording to one-more, one-on-one or more or more or more-all this has summarized in digital marketing activities. Technology has revolutionized all distribution channels, empowering direct communication and transactions between principles and consumers (dissintermededia), as well as through the occurrence of many new intermediaries (reintermedia) (Buhalis 2020). Technology significantly affects reputation, branding and business performance. Smart tourism has emerged to ensure an info -creating info -creating info (Buhalis and Amaranggan, 2015; Boes et al, 2016; Gretzel et al., 2015). "Smartness" takes advantage of the benefits of interconnection and interoperability of integrated technologies. It acts on renjenjering process and data on the production of innovative services, products and procedures that provide value for stakeholders. These are all suppliers and mediators, the public sector as well as consumers become a unique dynamically networked, which produces value for all interconnected within the ecosystem. Smartiness increases inclusivity and accessibility for passengers support for tourists with difficulty in movement, vision, hearing and cognitive abilities of physical and service barriers. Information systems in hotel companies are support in managing capacity, operational efficiency and productivity; for inventory control, reservation and sale; Contribution and income management; marketing research and planning. The eternal question is what is the difference between today's linear economy and circular economy?
A linear economy uses limited resources, such as fossil fuels, to produce products that are then simply thrown away and often have negative effects on the environment or human health (or both), while in a recycling economy the goal is to constantly increase the share of secondary raw materials for production (Fig. .1). Obtaining secondary raw materials from waste should therefore not be seen as a disposal problem, but as part of the supply of raw materials. The more secondary raw materials are obtained from waste and replace primary raw materials in industrial production, the less energy and water is consumed and the less encroachment on nature is required to obtain raw materials. At the same time, by using secondary raw materials, significant amounts of carbon dioxide, which is harmful to the climate, can be avoided. How, until now, we have lived with linear production models, in other words, we extract, produce, consume and discard. The society we live in means that the pace of consumption is accelerating, a model that is fast but unsustainable for the planet. The circular economy establishes a more sustainable model of production and consumption in which raw materials are preserved longer in production cycles and can be used more than once, thus creating much less waste. As its name suggests, the essence of this model is to keep resources in the economy as long as possible, so that the waste we create can be used as raw material for other industries. (Fig. 2)
In the pursuit of sustainable and responsible business practices, hotels adopting the principles of the circular economy appears as a transformative strategy With a wide range of benefits. The economic benefits of cost savings through resource efficiency and revenue diversification, together with the environmental benefits of reduced carbon emissions and resource conservation, underline a compelling case for hotel companies to adopt circular practices. Realworld examples show that companies of different sizes and industries can successfully transition to circular business models. The integration of technology, including blockchain, IoT and data analytics, further drives these initiatives into actionable data-driven strategies. Challenges such as initial investment costs and resistance to change can be overcome through strategic planning, collaboration and transparent communication. Engaging tourists and guests through education, incentives and participation platforms not only fosters an informed customer base, but also contributes to the success of circular economy initiatives. Measuring success using key performance indicators (KPIs), including resource efficiency, customer satisfaction and environmental impact, provides companies with the necessary tools to continuously evaluate and improve their circular practices.
Understanding how artificial intelligence (AI) affects organizational functions otherwise helps stakeholders prepare accordingly and profit from these developments. AI is transforming customer processes and services by enabling smart and predictive customer care and using predictive and augmented product and service design. Figure 4. illustrates the changes that artificial intelligence is likely to bring to hospitality and tourism marketing, developing a research agenda and raising topics for discussion for academic and industry practitioners.
Figure 4 shows how the 10 identified trends are grouped into 4 main blocks. Although AI trends are grouped into four blocks, most have an impact on all blocks. We will try to explain the observed trends in more detail. Thus, "Internal processes and procedures" are both data and content as catalysts of competitiveness. Companies in the hotel sector have the capacity to generate big data. Large technology operators (such as Google, Amazon or Facebook), GDSs (such as Travelport or Amadeus) and online travel agencies (such as Expedia and Booking.com) have been identified as owners of big data. It is obvious that companies in the hotel sector have exclusive access to data since they know their clientele intimately (eg the behavior of tourists while in the hotel). Commercialization and marketing departments need to focus more on content creation and analytics development, as most distribution in the future will be done using technology-based channels.
Workers
Provide Al workers with augmented capabilities (eg vision and hearing), enabling them to better understand and anticipate customer needs and wants proactively and reactively. As a result, they mentioned that employees will need the capacity to integrate technology into production processes to complement human capabilities. This concept was primarily discussed by participants with relatively strong technological experience.
Mass personalization and customization
The image suggests that technology, especially АТ, will facilitate mass personalization, which was previously very expensive and unaffordable. When customization does not require additional infrastructure and costs (eg room music and temperature), it is possible to achieve rapid personalization and/ or adjustment.
Organizational networks and distribution
The concentration and integration of organizations shows that the global competitive environment requires organizations to generate more intelligence, data and predictive capabilities. tegration. It is enough to mention cases like Marriott Hotels International and Airbnb. It is recognized that this process of concentration will also become evident in other sectors such as transport, travel retail and within MICE companies.
Transformation of distribution models
Participants in both groups agreed that there will also be radical changes in the way customers are acquired within the online environment. From the traditional keyword model, they expected to see a shift towards an intelligence-based model with strong conversion capabilities. Instead of customers searching for information, AI will retrieve context-based information and services and push them to potential consumers. Traditional travel distributors may disappear, leaving only a few Al-enabled platforms. The use of predictive programmatic advertising is likely to become more widespread. We also suggest that technology companies, such as Amazon, Google and Facebook, will have the potential to expand services within travel and tourism.
Al return on investment
AI ROI was a concept that was discussed at length in both focus groups. The discussion was led by participants from large hotel chains. It was argued that the tourism sector 1s highly competitive and key organizational indicators are focused on revenue, as sustainable profitability 1s essential for shareholders. For investment in artificial intelligence to occur, an established link between implementation and increased revenue and profitability is essential. There is always an emphasis on partnership relations, so partnerships are also perceived as key to competitiveness.
Al as a tool to improve sustainability
There are always questions related to sustainability. In the tourism sector, almost everyone agrees that artificial intelligence will enable companies to offer customers more detailed information about their organizations. It has been said many times that the main feature of today is the very rapid growth of technology. It is not unusual, therefore, that many confuse the concept of artificial intelligence with machine learning, which is one of the categories of AL Definitions of artificial intelligence are beginning to change based on the goals that are being achieved by its system. Artificial intelligence is a science and engineering that deals with cyberphysical systems, smart hardware and intelligent software, conscious mechanisms and algorithms for data processing. Most artificial intelligence is limited in memory and machines use large amounts of data for deep learning. The role of deep learning can provide virtual assistants, search engines for data storage and personalization of future experiences. We recognize, for now, Artificial Narrov Intelligence (ANI); AGI- Artificial General Intelligence; ASI-Artificial Superintelligence. We use AI to solve problems in the real world by implementing the following processes, i.e. techniques: Machine Learning, Deep Learning, Natural Language Processing, Robotics and Expert Systems.
3. NEGATIVE INFLUENCE OF ARTIFICIAL INTELLIGENCE IN TOURISM AND HOSPITALITY
Despite the glowing reviews of artificial intelligence in the tourism industry, some members of both the scientific community and entrepreneurs still have concerns about the negative impact of artificial intelligence in tourism and hospitality. The very real problem with artificial intelligence is data. Consumers, guests, tourists are concerned that companies are selling their data without their permission. Unfortunately, regulations such as the "General Data Protection Regulation" (GPDR) do little to prevent the activities of data brokers. We are aware that Booking.com was fined AND paid a fine of 560 thousand dollars (475 thousand euros) for violating the GDPR, many companies would rather pay a fine than revise their data security. And most importantly, humans are lagging behind advanced technologies as artificial intelligence in tourism becomes more effective. It looks like robots and АТ assistants have yet to replace the unique human touch.
4. CONCLUSION
Technological innovations require the presence of all stakeholders in complex ecosystems of vital tourism services. The work certainly tries to highlight all the positive sides of technology, we are also aware of the dangers. We are aware of the constant intrusion into privacy; inefficient and faulty systems; digital exclusion; loss of knowledge and information, threats to languages, especially the languages of minority nations and cultures; elimination of human touch; and even threats to human survival (Townsend, 2017). Innovations may be ahead of their time, as in the example of robot hotels in the advanced hotel industry in some parts of the world. Owners of hotel chains, for example in Japan, in some hotels, had to withdraw most of their robots due to their high cost and the lack of interaction between the robots and the guests. a number of ethical questions, ethical dilemmas and privacy issues, arise frequently and should also be explored.
Technology - creates and strengthened tourist experiences that increasingly facilitate the tourism sector's much-needed joint creation of value through all phases of the guests' stay in hotels and the trip itself. While digital technologies are key to this transformation, the role of cutting-edge technologies extends beyond the digital realm, encompassing biotechnologies, advanced materials and new manufacturing processes that together drive the expansion of the circular economy. Their synergy with digital technologies amplifies their potential in Central Europe. Nowhere and no one lives anymore without being surrounded by a smart environment. It transforms all processes, practices, structures, and directs circular economy strategies. Future research should focus on human-computer interaction, on the dynamics of resource management, preserve the ecosystem industrial ecosystem, inovation ecosystem, Netvworking and Inovation system development and thus ensure collective agility for the competitive advantage of states and nations.
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