The transition toward sustainable and digitally enhanced higher education ecosystems has become a critical priority in the context of global environmental and technological challenges. The GREENVERSITY project addresses this need by promoting the development of green competencies and digital laboratories as innovative infrastructures that foster both sustainability and entrepreneurial thinking...
Nowadays, the hotel industry is undergoing a significant transformation, in which disruptive technologies, such as Artificial Intelligence, Virtual Assistants, Chatbots or Blockchain, contribute significantly to redefining the guest experience and the operational models of hotel groups. By adopting various artificial intelligence applications, such as automated guest communications, in-room...
As digital technologies restructure labor markets, business models, and the conditions of economic participation, digital literacy has shifted from a marginal competency concern to a central research priority in business and management (B&M) literature. Yet the construct remains conceptually fluid, continuously redefined in response to technological change and lacking clear analytical...
The present paper aims to assess the efficiency with which European Union Member States transform the adoption of artificial intelligence at the enterprise level, under ESG constraints, into sustainable economic, social and institutional outcomes. In the current context, characterized by the acceleration of digital transformation processes, artificial intelligence is widely recognized as a key...
In the last ten years, marketing research has shifted in response to artificial intelligence, advanced data analytics, and the growth of digital platforms. One key change is the rise of AI-driven personalization. What started as a helpful tool is now central to shaping customer experiences. With machine learning, deep learning, and natural language processing, companies can send tailored...
The restaurant industry has historically resisted wholesale automation — not for lack of technological capacity, but because hospitality, as a commercial practice, has been understood to require irreducibly human interaction. That assumption is now under sustained pressure. Chatbots have emerged as the leading AI application in food service, with roughly six in ten restaurant operators...
The accelerated expansion of artificial intelligence across the tourism and hospitality sector has reignited the debate on how digital technologies translate into sustained competitive advantage. Although AI investments have grown substantially among European tourism organizations from hotel chains and online travel agencies to destination management organizations empirical evidence suggests...
Tourism scholarship has long operated under the normative horizon of sustainability — a framework that, however well-intentioned, encodes a fundamentally defensive logic: reduce harm, minimize footprint, sustain the status quo. This paper argues that such a logic is structurally insufficient. Not because sustainability has failed as a policy aspiration, but because it was never designed to...
The business environment of the 2020s no longer follows the familiar pattern of alternating between crisis and stability. For many entrepreneurs, uncertainty has become a constant reality shaping everyday decisions. Geopolitical shifts, rapid technological change, economic pressures, and evolving consumer behavior are challenging traditional management approaches. In this context,...
The rapid expansion of cross-border e-commerce has renewed academic interest in how cultural values shape online purchasing decisions. The cultural dimensions framework developed by Geert Hofstede remains one of the most widely employed perspectives for explaining cross-cultural variation in consumer behavior; however, the literature has become increasingly fragmented across methodologies and...
