COMPOSITION OF CARBOHYDRATES IN FRESH WHEY — Proceeding R-1

Abstract

This study investigates the relationship between hotel location and employee familiarity with the concept and technologies of Hospitality 4.0 across five Western Balkan countries: Albania, Bosnia and Herzegovina, Montenegro, North Macedonia, and Serbia. Using a structured questionnaire and chi-square tests on a sample of 250 hotel employees, the research examines five key variables: familiarity with Hospitality 4.0, understanding of associated technologies, managerial support for its principles, perceived transformative impact, and alignment with future tourism trends. The findings reveal statistically significant associations between country and all five variables (p < 0.001 in most cases), indicating that national context significantly influences both awareness and adoption of Hospitality 4.0. The respondents from Albania and Bosnia and Herzegovina demonstrated the highest levels of familiarity and organizational support, while Montenegro and North Macedonia exhibited lower levels of awareness and engagement. Serbia showed internal disparities, with both high and low levels of agreement. These results point to uneven progress in digital transformation within the hospitality sector in the region. The study underscores the need for targeted policy interventions, industry training programs, and cross-country knowledge sharing to support a cohesive transition toward Hospitality 4.0. This research contributes to understanding regional dynamics of technological adoption in hospitality and offers practical insights for advancing innovation in hotel management.

Keywords: Hospitality 4.0; Western Balkans; hotel industry; digital transformation; smart tourism; innovation; chi-square analysis; regional development

Acknowledgment

This research is supported by the Ministry of Science, Technological Development and Innovation of the Republic of Serbia by the Decision on the scientific research funding for teaching staff at the accredited higher education institutions in 2025 (No. 451-03- 137/2025-03/200375 of February 4, 2025).

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