Review on the Possibilities of Artificial Intelligence (AI) Implementation in the 7R Concept of Circular Economy in Serbian Tourism Sector

Mirjana Miletić (), Tamara Gajić (), Marija Mosurović Ružičić () and Justino Lourenꞔo ()
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Mirjana Miletić: University of Priština in Kosovska Mitrovica, Faculty of Technical Sciences
Tamara Gajić: Geographical Institute “Jovan Cvijić”, SASA
Marija Mosurović Ružičić: Institute of Economic Sciences
Justino Lourenꞔo: ISPGAYA – Gaya Polytechnic Institute

A chapter in Business Sustainability: Innovation in Entrepreneurship & Internationalisation, 2026, pp 343-362 from Springer

Abstract: Abstract The study examines how Serbia’s tourism sector can leverage the 7R Circular Economy (CE) principles—redesign, reduce, reuse, repair, renovate, recycle, and recover—alongside the integration of Artificial Intelligence (AI) to enhance sustainability, with a particular focus on health tourism. It explores the potential of these strategies to address contemporary challenges and contribute to the sector’s sustainable development. Objectives would assess the existing sustainability measures within Serbia’s tourism sector, particularly in relation to the built environment and health tourism by investigating how the 7R framework of Circular Economy can be systematically applied to the construction and maintenance of tourism infrastructure in Serbia and examine the role of AI in improving operational efficiencies, marketing strategies, and the implementation of 7R CE principles within the tourism sector. The paper conducts a literature review of existing research on sustainable tourism, circular economy principles, and possible AI applications in the tourism industry. The study finds that while there are initiatives towards sustainability in Serbia’s tourism sector, there is significant room for improvement, particularly in energy consumption, waste management, and infrastructure maintenance. Implementing the 7R CE framework in Serbia’s tourism infrastructure shows promise in reducing resource consumption, minimizing waste, and promoting the reuse and renovation of building sector in this case tourism. Proposed AI-driven solutions can significantly enhance operational efficiencies, optimize resource usage, and refine marketing strategies to attract more tourists sustainably and can be particularly useful in identifying critical areas needing improvement in the building area.

Keywords: Artificial Intelligence; 7R CE; Built environment; Health tourism; Serbia (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-99151-6_22

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DOI: 10.1007/978-3-031-99151-6_22

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