Suzana Marković – Faculty of Tourism and Hospitality Management, University of Rijeka, Ika, Primorska 42, Opatija, Croatia

Matina Gjurašić – Institute for Tourism, Vrhovec, 5 10000 Zagreb, Croatia




4th International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2020, Online/virtual, October 8, 2020, SELECTED PAPERS published by the Association of Economists and Managers of the Balkans, Belgrade; Printed by: SKRIPTA International, Belgrade, ISBN 978-86-80194-37-0, ISSN 2683-5991, DOI:




With advancements in technology, the use of Virtual Reality (VR) and Artificial Intelligence (AI) in the hospitality industry has become common. New technologies have changed the guests expectations and their journey. Therefore, the purpose of this paper is to provide a comprehensive conceptualization of the personalized guest experience journey in leisure hotel i.e. the way front-line employees creates personalized and pro-active guest experience that the intelligent use of data and technology support. The paper provides systematic literature review of VR and AI as support tool for front-line employees while creating personalized guest experience during each of the five stages of the guest cycle: pre-arrival, arrival, stay, departure, post-stay. This paper is theoretical, so empirical studies are necessary to validate or reject the proposed concept.



Guest experience journey, Virtual reality, Artificial intelligence, Front-line employee.


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