AI, CIRCULAR ECONOMY AND THE FUTURE OF TOURISM: THE PERSPECTIVE OF BUSINESS ADMINISTRATION STUDENTS

He integration of artificial intelligence (AI) in tourism and the principles of the circular economy within the tourism industry is driving significant changes in transformation processes at the operational, strategic, and educational levels. This paper focuses on an analysis of Business Administration students’ perceptions of the role played by AI in tourism, their knowledge of the circular economy, and their expectations regarding future developments in this sector. The study employed a quantitative approach, using a questionnaire administered to a sample of 134 students as the survey instrument. The findings generally indicate a rather positive attitude toward AI technologies, which are perceived as tools for personalization, efficiency, and the reduction of environmental impact. At the same time, students acknowledge the relevance of the circular economy but point to a gap in formal education on this topic. This paper seeks to contribute to the existing body of knowledge by combining the perspectives of emerging economic professionals with recent research on the technology–sustainability nexus in tourism.