Perception of the safety in the application of digitalization in tourism and hospitality: the example of tourists from Serbia and Montenegro

Modern technology has significantly transformed business operations in tourism and hospitality, particularly through the digitalization of service promotion, booking, and payment processes. Contemporary tourists, characterized by better access to information, digital literacy, and demands for personalization,
increasingly use online platforms such as Booking.com, Airbnb, and Trip Advisor, which facilitate easier trip planning and transaction execution. However, the
perception of security in online booking and payments remains a key factor influencing user trust and the success of digital platforms. The aim of this
research is to examine the attitudes of users from Montenegro and Serbia regarding the security of online tourism services and to identify the factors
shaping trust. Empirical research was conducted through an online survey of 118 respondents, covering demographic data, digital platform usage habits,
subjective sense of security, and prior user experiences. The results confirm that the subjective sense of security is directly related to usage frequency and
prior experience, and reviews and platform reputation significantly influence decision-making. It is concluded that the security of online bookings and
payments depends on a combination of technical, psychological, and communication aspects, and the research findings can serve as a basis for improving
digital security and user trust in the tourism sector.