PERMANENT INVOLVEMENT OF DIGITIZATION AND MODERN TECHNOLOGY IN THE DIRECTION OF SUSTAINABLE GROWTH IN THE TOURISM AND HOTEL INDUSTRY OF SERBIA

In this research, we focused on researching the perception of hotel managers and directors of tourism organizations in Serbia about the impact of digitization and modern technology on sustainable business. Empirical evidence strongly supports the key role of data security and privacy in promoting sustainable business, while the impact of marketing strategies and sales and customer experience, although statistically significant, appears to be marginal. Operational efficiency does not significantly affect sustainability, indicating a more complex relationship than originally assumed. This research makes an innovative contribution to the understanding of the connection between technological adaptation and sustainable development in the tourism and hotel industry of Serbia, highlighting the specific ways in which digital technologies can maintain a sustainable business. Its significance lies in the identification of practical steps that hotel managers can take to harness the potential of technologic