o:10417 Do AI and IoT really enhance workforce efficiency and talent acquisition in the travel industry? Or maybe not? Technologies en Abstract: The study applies a multiphase, multimethod research approach based on participatory methodology. It integrates the perspectives of professionals from the tourism and hospitality industry and academic experts with the aim of developing an integrated conceptual model of the influence of AI and IoT technologies on work processes, skill development, and job attractiveness in the industry. The research provides a comprehensive understanding of how digital technologies indirectly shape employment through changes in work organization and the development of transferable digital and socio-emotional skills. The paper aims to contribute to redefining the perception of work in tourism and hospitality by emphasizing the sector not only as a career choice, but also as a platform for acquiring skills transferable to other industries. The findings revealed that employees’ intentions to enter or remain in the industry are not directly influenced by AI and IoT technologies; rather, these effects are mediated through changes in work processes and, more importantly, through skill development. The study contributes theoretically by developing and empirically validating an integrated conceptual model that connects technology implementation, work transformation, skill development, and employment outcomes. From a practical perspective, the results highlight the importance of humancentered implementation strategies based on training, communication, and employee inclusion in order to maximize the benefits of digital technologies. Keywords: participatory methodology; AI; IoT; skill development; job attractiveness 1552101 2227-7080 1552099 10.3390/technologies14060354 2026-09-29T08:52:26.906Z 44 yes 46 Evren Atis Department of Geography, Faculty of Humanities and Social Sciences, Kastamonu University,Türkiye 0000-0002-5686-3169 Tamara Gajić Geographical Institute “Jovan Cviji´c”, Serbian Academy of Sciences and Arts,Belgrade, Serbia; Faculty of Organizational Studies–EDUKA, University Business Academy in Novi Sad, Belgrade, Serbia person 0000-0003-3016-8368 Dragan Vukolić Faculty of Organizational Studies–EDUKA, University Business Academy in Novi Sad, Belgrade, Serbia; Faculty of Tourism and Hotel Management, University of Business Studies, Banja Luka, Bosnia and Herzegovina person 0000-0002-6364-9849 Marko D. Petrović Geographical Institute “Jovan Cviji´c”, Serbian Academy of Sciences and Arts, Belgrade, Serbia;Department of Regional Economics and Geography, Faculty of Economics, Peoples’ Friendship University of Russia (RUDN University), Moscow, Russia person 0000-0002-6561-0307 Lyailya M. Mutalieva Graduate School of Economics and Tourism, Eurasian National University (ENU), Astana, Kazakhstan person Sofija Radulović Faculty of Law for Economy and Justice, Business Academy University, 21000 Novi Sad, Serbia person 0000-0001-5956-1505 Dariga M. Khamitova School of Tourism, International University of Tourism and Hospitality, Turkistan, Kazakhstan person Aigerim Kassymova Department of Economics and Service, Zhetysu University Named After I. Zhansugurov, Taldykorgan, Kazakhstan person Nina Đurica Belgrade Business and Arts Academy of Applied Studies, Belgrade, Serbia person 0000-0002-3279-3485 application/pdf 414869 https://unilib.phaidrabg.rs/o:10417 no yes 16 70 1552253 211A01 Technologies 14 6 354 (1) 354 (24) 2026