The revolution brought about with the development of ICTs has caused dramatic changes in tourism and hospitality industry. The Travel 2.0 websites characterized by sharing information freely have been prevailing for some time now and are paving the way for the use of even more sophisticated intelligent systems in tourism and hospitality. Considering the complexity of the travel-related decision making process, intelligent systems and tourism fit in perfectly. Service automation, artificial intelligence and robots have provided tourism companies and organizations with vast new opportunities. Artificial intelligence has already been adopted to some extent in various parts of tourism industry, however, the scientific literature on the subject continues to be scarce. This paper intends to continue the discussion on the artificial intelligence applications in tourism which has just started recently, thus providing much needed scientific view of the subject.

Kulturni turizam se smatra najbrže rastućim segmentom turističkog tržišta posebno evropskog. Kultura se sve više koristi u promotivnoj strategiji za privlačenje turista nudeći bogatu autentičnu turističku ponudu. Novi informatički i tržišni trendovi diktiraju i nove načine komunikacije između tržišta i ciljne grupe tako da, digitalni marketing omogućava direktniju i aktivniju interakciju između turista, turističkih proizvoda i destinacija. Cilj rada je da se prikaže odnos kulture, kulturnog nasleđa i razvoja turizma uz podršku savremenih marketinških komunikacija. Kultura kao društveno nasleđe određene grupe ljudi, zajednice ili društva poslednjih decenija snažno utiče na razvoj turizma u mnogim destinacijama, a novi informatički i tržišni trendovi diktiraju nove načine komunikacije između tržišta i ciljne grupe. Digitalni marketing pruža interaktivnost i nudi personalizovane usluge turistima. U radu je predstavljen primer projekta u razvoju, primer digitalne komunikacije sa informatički "povezanim" turistima, odnosno značaj korišćenje digitalnih medija kako bi se postigla konkurentska prednost i bolje pozicionirala kulturna ponuda Novog Sada na globalnom turističkom tržištu.

Članci/Papers 195 JEL Classification: M31, M37, L83, Z33 Napomena: Rad je u formi prethodnog saopštenja predstavljen na naučnoj konferenciji "Izazovi savremenog marketinga" održanoj na Zlatiboru od 1. do 3. novembra 2019. godine i prihvaćen je za publikovanje u zborniku radova čiji je izdavač časopis Marketing.

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Cultural properties represent the core of tourism destination supply and culture of the local population. Visiting tangible cultural properties and getting to know intangible ones is an indispensable part of every trip, even for those tourists who are not interested in cultural tourism. Creating a strong relationship between tourism and culture can help tourism destinations become more attractive and improve their competitive position. The aim of this paper is to explore the presence of cultural properties in the promotional activities of the National Tourism Organization of Serbia. As social media, especially Facebook, are used to a large extent for promotion in the field of tourism, this paper presents a survey on the degree the National Tourism Organization of Serbia uses Facebook in order to promote the cultural properties of the Republic of Serbia. In order to achieve the results, all posts published by the National Tourism Organization of Serbia on their Facebook pages in Serbian and English during a period of one year were analysed. The data collected were analysed using the statistical analysis software SPSS, version 23.