1. Introduction

Contemporary society is characterized by numerous and radical changes in all human areas. Contemporary society is under the influence of numerous and radical changes in all spheres and areas of human activity. From very beginning of the 21st century until present days, there has been an increasingly present development in the field of technological achievements and the use of modern information and communication technologies in business activities, but also in human everyday life. These changes had their impact on the tourism industry as one of the most propulsive service industries. Tourism has faced and is still facing numerous challenges brought about by technical and technological progress. The swift advancement of the Internet and information and communication technologies (ICTs) over the past decade has significantly reshaped travel and tourism (Xiang et al., 2015), as well as the ways in which tourists engage with and experience various types of journeys (Soliman et al., 2021; Soliman, Cardoso, Almeida, Araújo, & Araújo Vila, 2021; Sustacha et al., 2023, p. 2). The role of information and communications technology for tourism economy was especially important during the corona virus pandemic. Gretzel et al. (2020) emphasize that modern ICT technologies play a crucial role in enabling the functioning of tourism during and after a pandemic (Bąk et al., 2022, p. 601). Tourism companies have realized that to ensure sustainability and optimize their business performance, it is necessary to become familiar with the key digital transformation trends and adopt them as soon as possible (Kalia et al., 2022). It is necessary, according to Thomas "to develop a culture receptive to risk and experimentation, which will allow the exchange of opinions, knowledge, proposals and ideas at all administrative levels, with the ultimate goal of the continuous development and evolution not only of the organization, but also of itself personnel" (Thomas, 2024, p. 182, 186). Many authors point out that the positive effects and advantages of using Internet and modern information technology are numerous (Das, et al., 2021; Lv, et al., 2022; Elkhwesky, et al., 2022; Loureiro, et al., 2022). From optimizing resource allocation, improving waste management, reducing energy consumption, minimizing the ecological footprint, enhancing health measures, and generating corporate social responsibility, all aimed at promoting sustainable tourism (Femenia-Serra et al., 2019; Elkhwesky et al., 2022). Ionescu and Sârbu (2024, p. 4) also analyzed positive effects of modern smart technologies on the tourism industry. As key positive effects, they pointed out "allocate room resources according to guests’ preferences, adapt the available cuisine to the tastes of existing tourists, facilitate the use of robots in the reception area, help tourists with access to their digital services, navigate unknown environments, and so on. However, there are some issues regarding the admission and the adoption of these technologies by tourists. The greater issues with modern technologies are tourists’ perceptions and attitudes towards them". Olearnik (2016) highlights the tourism market's strong dependence on the Internet, which plays a key role in multiple areas, including information sharing, presenting offers and reviews, booking and sales systems, social media engagement, and participation in tourism through global networks. Li et al. (2023) emphasize the crucial strategic role of smart technologies and the IT sector in the tourism industry. The authors point out that for over 25 years, tourism has been inseparable from technology, as all aspects of operations, structure, and marketing rely on the Internet and information technologies, facilitating connections between suppliers, consumers, and intermediaries. It is obviously that the implementation of Internet and ICTs is necessary for carrying out tourist activities. This implementation has become a new trend in the tourism industry in the direction to enriching tourists’ experiences and improving their satisfaction. The use of all types of smart technologies such as "artificial intelligence (AI), big data, machine learning, the Internet of Things (IoT), augmented reality (AR), virtual reality (VR), cloud computing, radio frequency identification devices (RFIDs), mobile payments, tourism-related platformsare" as point out Ionescu and Sârbu (2024, p. 1) is being studied more carefully in the tourism industry. The main goal of the paper is to investigate the importance of the Internet and new information technologies in the promotion of cultural tourism and to emphasize their strategic role in the sustainable development of cultural tourism in modern society. The motive of the research stems from the increasing digitization and the impact of information technologies on tourism. The paper deals with the need to improve digital platforms and promote cultural tourism via the Internet, which is particularly important in the context of sustainable development and increasing awareness of cultural heritage.

2. Background

Cultural heritage is the most important factor in creating and preserving identity, belonging and civic values, and it is recognized as one of the most important tourism resources (DiPietro et al., 2018). Throughout human history, the reasons and motivations for travel have continuously evolved, shaped by various cultures and historical periods, reflecting societal and individual development. Natural, anthropogenic, human and cultural factors are the most important factors that influence the creation of tourist offers and the performance of tourist activities in a destination (Premović, 2023). Kumar (2021) states that every piece of heritage contains knowledge embedded in it. With the global expansion of tourism, especially mass cultural tourism, there is a growing awareness that the development of cultural heritage should be based on thorough analysis, environmental impact assessments, strategic planning, and effective heritage management strategies (Sančanin et al., 2023). So, the market development strategy aims to penetrate a new market with an existing product (Nikolić et al., 2024). In the 21st century, the protection, promotion, scientific research, and valorization of cultural heritage are not solely the duty of individual institutions but a shared responsibility of society as a whole. This collective effort is essential for the long-term preservation of unique cultural, historical, and architectural values (Penjišević et al., 2024). In countries and tourist destinations that have a developed tourism economy, significant multiplier effects of the influence of tourism activities can be observed. "The complexity of culture significantly influences various facets of socio-economic structures, particularly in regions where traditional values and community dynamics play a pivotal role" (Wiagustini et al., 2024). The term "cultural tourism," often used synonymously with "heritage tourism" or "ethnic tourism," provides tourists with access to various cultural heritage attractions (Premović, 2023). The concept of "cultural tourism," frequently synonymous with "heritage tourism" or "ethnic tourism," allows tourists to experience the previously mentioned cultural heritage attractions (Filipović, 2018). In recent decades, the importance and role of cultural factors in the further sustainable development of tourism has been highlighted more and more (Premović, 2023). According to According to Milić (2014), cultural tourism represents a distinct form of sustainable tourism, characterized by travelers driven by their interest in historical, artistic, scientific, or traditional craftsmanship of a local community. As an increasingly significant segment of tourism, cultural tourism generates multiple socio-economic benefits, including financial support for the preservation, revitalization, and promotion of cultural heritage (Filipović, 2018). Vareiro et al. (2020) define cultural tourism as the movement of people to cultural attractions away from their usual place of residence, with the intention of gathering new information and experiences to satisfy their cultural needs (Zdravković et al., 2021). Tourism offers the opportunity to travel and experience other places, continents, nations, and religions. Tourists are interested in visiting foreign countries with rich cultural heritage, and cultural tourism not only generates profits but also stimulates economic development (Filipović, 2018). Tourism fosters curiosity about the traditions and customs of different nations, various cultural expressions, foreign languages, and advancements in information and communication technologies. Its development contributes to raising the overall level of education and cultural awareness among local communities engaged in tourism. By promoting appreciation for diversity and respect for different cultures, religions, national identities, and lifestyles, tourism plays a vital role in strengthening connections and relationships between people. The change in individual and collective-social value systems under the intense influence of tourism, through changes in the quality and style of life, represents significant socio-cultural effects of tourism's impact (Premović, 2021). The world's most developed countries actively promote their cultural heritage to boost tourism, investing substantial efforts in its preservation and presentation (Filipović, 2018). Tourists exhibit a strong interest in exploring the cultural heritage of foreign nations, which encompasses remarkable architectural structures, cultural landmarks, artworks, archaeological sites, and other significant attractions (Vakhitova, 2015). These cultural treasures are often safeguarded by national authorities, and those of international importance may also fall under the protection of UNESCO or other global organizations dedicated to cultural heritage preservation (Ryan & Silvanto, 2011; Zdravković et al., 2021). The intangible cultural aspect holds considerable potential for further enhancement and growth, benefiting not just tourism activities but also contributing to the broader socio-economic development in the Western Balkan countries. Local communities in the Western Balkans have substantial potential for tourism development through enhancing the offer of cultural and event tourism and promoting their authentic intangible cultural values. Tourism is considered a key strategy for promoting ecological preservation and socio-economic development in local communities inhabiting areas around protected natural resources (Ristić et al., 2024). Tourism as a mass social phenomenon can significantly influence the reduction of numerous prejudices, especially linguistic, cultural, religious, and national ones. Tourism expands the horizons and cognitive perspectives of all its participants. Exploring new cultures, meeting different people, and learning about their customs, traditions, religions, and habits creates a significant positive social impact. This process involves gaining new knowledge and broadening one’s understanding of different regions, beliefs, and cultures. In this way, tourism can play a positive role in fostering greater tolerance, understanding, and acceptance of diversity within the population of the Western Balkans (Premović, 2021). The growth of cultural tourism is evident not only in social indicators but also in financial ones. According to some findings, authors estimated that “cultural tourists spend one third more than average tourists spend, which is why cultural tourism is ranked among the ten most important and most dynamic tourist branches, and an increasing production of cultural activities, influences the increase of its competitiveness”. The increasing interest in cultural tourism presents an opportunity for cultural heritage to become a sustainable development resource, benefiting both local and wider communities, provided its preservation is ensured. It supports the financial and organizational independence of cultural institutions and organizations, while also contributing to the decentralization of culture (Filipović, 2018). The degree of financial inclusion is heavily shaped by a nation's culture, especially in terms of its openness to adopting digital transformation as a means to achieve financial inclusion. Studies conducted across different cultural regions emphasize the influence of cultural traits and the diversity of cultures on the level of financial inclusion in various countries (Raji et al., 2024). Cultural tourism has a significant economic impact on many countries, especially those that are still developing.

Besides its economic advantages, cultural tourism is essential for enhancing awareness and appreciation of a nation's cultural values, reinforcing cultural identity, and fostering a positive image of the community (Filipović, 2018). Tourism has the potential and should play a crucial role in the overall socio-economic development of underdeveloped countries and regions, including those in the Western Balkans. Quality management of cultural heritage Carbone et al. (2020) define as a complex and continuous process aimed at achieving a balance between the preservation of cultural assets and their use by local residents and tourists using available resources, in order to ensure effective communication with the public, appropriate types of services, as well as the promotion of diversity, cultural awareness and intercultural dialogue. The development of information technologies and the Internet has significant social implications, especially in the field of cultural tourism. It enables easier access to information about cultural destinations, encourages digital literacy and contributes to the preservation of cultural heritage through digitalization. At the same time, improving the tourism offer via the Internet can influence the development of local communities, increase interest in cultural exchange and strengthen cultural identity. From a political perspective, the digitalization of cultural tourism can encourage the creation of sustainable development strategies, enable decision-makers to better manage cultural resources and improve international cooperation in the field of tourism. Policies aimed at digital marketing and the promotion of cultural heritage can contribute to greater global visibility of certain destinations, while the use of the Internet can improve transparency in the management of the tourism sector. In an economic context, the growth of digital platforms in cultural tourism leads to increased tourism revenues, the creation of new jobs and the stimulation of the development of small and medium-sized enterprises involved in tourism. Digitalization allows for the reduction of promotion costs and enables direct communication between tourists and service providers. At the same time, more efficient use of data on tourist flows can lead to better planning and sustainable management of tourism resources. The use of the Internet in cultural tourism has the potential to positively impact social development, political strategies and economic stability, fostering sustainable and inclusive growth of this sector.

Based on the above mentioned, the following hypotheses are examined in this paper:

Hypotheses

H1: The use of the Internet and smart technologies has a positive effect on tourists' awareness of cultural tourism.

H2: There are no significant differences in respondents' attitudes towards the use of the Internet for cultural tourism in relation to gender, level of education, region of residence and work status.

H3: Older respondents use the Internet more often for information about cultural tourism compared to younger generations.

3. Materials and methods

The empirical research was conducted from June to August 2024 on the territory of the Republic of Serbia. Data were collected using an online questionnaire distributed electronically through social networks, e-mail communication, and personal contacts. The study included respondents from five geographical regions of Serbia: the Belgrade region, Vojvodina, Central-Western Serbia, Southeast Serbia, and South Serbia.

A total of 284 respondents participated in the research. The sample included adult respondents of different gender, age, educational level, employment status, and monthly income. The structure of the sample is presented in Table 1. The largest proportion of respondents belonged to the age categories from 36 to 50 years and from 51 to 65 years. Most respondents had completed postgraduate education and were employed.

A non-probability convenience sampling method was applied, since respondents voluntarily participated in the research and the questionnaire was distributed online to available participants. Although this type of sampling does not allow full generalization of the results to the entire population, it was considered appropriate for exploratory research focused on examining attitudes and perceptions regarding the use of the Internet and smart technologies in cultural tourism.

The survey instrument was an original questionnaire created for the purposes of this research, based on relevant literature and previously published studies in the fields of tourism, information technologies, and cultural tourism. The questionnaire consisted of two sections. The first section included socio-demographic questions related to gender, age, education, region of residence, employment status, and monthly income. The second section contained statements related to the use of the Internet and smart technologies in cultural tourism.

All statements were evaluated using a five-point Likert scale ranging from 1 (Strongly disagree) to 5 (Strongly agree). The collected data were analyzed using the Statistical Package for the Social Sciences (SPSS), version 26.0. The applied statistical methods included descriptive statistics, Cronbach’s α coefficient, independent samples t-test, one-way analysis of variance (ANOVA), Kruskal-Wallis test, and simple linear regression analysis.

Participation in the research was voluntary and anonymous, and respondents were informed that the collected data would be used exclusively for scientific research purposes.

4. Results and discussion

 The research was conducted from the beginning of June to the end of August 2024, using an online questionnaire and a convenience sample. The questionnaire was compiled by the author based on the existing ones. The research involved 284 respondents, with 108 being male and 176 being female (Table 1). Most respondents are in the age co-category of 36 to 50 years (45.1%) and 51 to 65 years (37.2%) (Table 1). The majority of respondents are from the Belgrade region (37.6%) and central-western Serbia (32.6%), while the smallest number of respondents is from southeastern Serbia (2.8%) (Table 1). The vast majority of respondents completed postgraduate studies (89.4%), employed are (92.9%) with predominantly incomes of over 80,000 dinars (Table 1).

Source: Authors’ research

We examined claims related to the use of the Internet for cultural tourism information. The statements that using internet content to share and exchange information about cultural tourism is beneficial (M = 4.40, SD = 0.76) and that respondents are inclined to keep using the internet to gather information about cultural tourism (M=4.40, SD=0.84) received the highest level of agreement. On the other hand, the statement that respondents always search for information about cultural tourism on the internet received the lowest level of agreement (M= 4.40, SD = 0.76).

Source: Authors’ research

We then looked at statements related to how often you use the Internet for information about cultural tourism. Respondents most frequently accept a friend's invitation to exchange information and interesting facts about cultural tourism via the internet (M = 2.80, SD = 1.19) and enjoy using the internet to communicate with others about cultural tourism (M = 2.60, SD = 1.05). However, they rarely use the internet daily to search for information about cultural tourism (M = 1.91, SD = 0.95).