DIGITAL TRANSFORMATION OF TOURIST BOARDS IN BOSNIA AND HERZEGOVINA: THE ROLE OF ARTIFICIAL INTELLIGENCE, CHATBOTS AND WEB STANDARDS IN STRENGTHENING COMPETITIVE ADVANTAGE

Summary: The digital presence of a tourist destination increasingly determines its competitiveness and attractiveness in the global market. This paper analyzes the degree of digital transformation of tourist boards in Bosnia and Herzegovina, with a focus on the integration of modern web technologies, including artificial intelligence (AI), chatbots, accessibility standards (WCAG 2.2), search engine optimization (SEO) and UX/UI design. Using a hybrid methodology that combines automated tools (Google Lighthouse, WAVE, SEMrush) and qualitative analysis, twelve official websites of tourist boards in BiH were investigated. The results show limited application of AI and chatbot functionality, partial compliance with accessibility standards, and a generally low level of technical optimization and user experience. The paper expands on the 2010 survey[1], introducing new indicators in line with the contemporary framework of digital maturity. The conclusions point to the need for strategic investments in digital infrastructure, staff education and the development of personalized and inclusive online services. Finally, concrete recommendations are offered to support the development of smart, competitive and user-oriented digital solutions in the BiH tourism sector.