The revolution brought about with the development of ICTs has caused dramatic changes in tourism and hospitality industry. The Travel 2.0 websites characterized by sharing information freely have been prevailing for some time now and are paving the way for the use of even more sophisticated intelligent systems in tourism and hospitality. Considering the complexity of the travel-related decision making process, intelligent systems and tourism fit in perfectly. Service automation, artificial intelligence and robots have provided tourism companies and organizations with vast new opportunities. Artificial intelligence has already been adopted to some extent in various parts of tourism industry, however, the scientific literature on the subject continues to be scarce. This paper intends to continue the discussion on the artificial intelligence applications in tourism which has just started recently, thus providing much needed scientific view of the subject.

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The paper will present the research results of motivational factors influencing wine tourists in decision making process regarding their visits to the wineries in the Vršac wine region, an area which belong to South Banat wine region according to the official regionalization and comprises the west slopes of Vršac mountains (South East Vojvodina). The aim of the paper is to analyse visitors of the Vršac wineries in order to establish components of the motivation and to define the influence they have on the decision to participate in the wine tourism in this region. The methodology of this approach entails: defining and establishing the importance of wine tourism, identifying motivating factors in wine tourism, followed by definition and analysis of the most relevant motivating factors of the wine tourist visiting the Vršac wineries, establishing the intensity of their attitudes related to certain factors and, finally, offering recommendations to the Vršac wineries management in order to create the high quality marketing mix aimed at clearly defined target markets and to position successfully in the wine tourism market. One of the conclusions is that the visitors to the Vršac wineries regard wine tasting as the most important motivating factor, followed by socializing and relaxation.

Abstract:The development of information and communication technologies, especially Internet, has a strong influence on the changes in the use of marketing tools. The existence and availability of the Internet have fundamentally changed the way how tourists access information, how do they plan and book their travel, and in which way they share the travel experience with others. An important step forward in the development of the Internet has been made by a significant growth in the prevalence of social media platforms that allow Internet users to collaborate, communicate and publish original content. Web 2.0 has marked a shift towards taking responsibility by users on the Internet, which resulted in the increasing importance of customers and the decreasing authority of marketers. Social media are especially important for tourism, which is information-intensive activity. Tourism consumers need information that can help them in the process of travel planning and decision making related to the selection of tourist destinations as well as of different types of tourism products. Personal recommendations are particularly important in this context, because of the intangibility of tourism products. Social media provide this with the content created by the consumers (consumer-generated content -CGC), and with the comments that can be trusted. Social media has a special significance for the activities of destination marketing organisations (DMaOs). Destinations marketers can use social media before the travel (to inspire, inform, engage), during the travel (to facilitate at destination) and after the holiday (to remember, share and engage). Non-acceptance of the use of social media by DMaOs will cause a decrease in their competitive advantage. The risk associated with using social media that is particularly highlighted is the lack of relevant researches. The basic prerequisite for the proper use of social media as destination marketing tool is the adoption of the strategies for their use. Recognising the importance of the use of social media by tourist destinations, especially by DMaO, this paper analyses the basic characteristics of the social media usage by destination marketing organisations in Serbia at local, regional and national level.

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