Artificial Intelligence in Tourism: Croatian Consumers' Perception and Attitudes

This paper focuses on applying artificial intelligence (AI) systems in tourism, especially in accommodation and hospitality services, and the Croatian consumer's perceptions and attitudes. Various technology acceptance model theories and previous research in AI development and application in the tourism sector have been cross-examined and presented in the theoretical part of the paper, contributing to the topic elaboration and deeper understanding of crucial influential factors regarding consumer perception and attitudes towards AI in tourism deployment. The research part of the paper presents methods used to collect primary data and outlines, validates and discusses the results obtained. The research data collection method was an online questionnaire using the snowball method created with a series of qualitative and quantitative questions conducted during the 2024 year in Croatia on a representative sample. The research results reveal noticeable differences regarding the specific characteristics in respondents' demographic and socio-economic profiles within their perception and attitudes towards artificial intelligence use and application in the tourism sector.