Security and Sustainability of Tourist Destinations Through Digital Technologies: A Comparative Analysis of Almaty and Belgrade
Issakov Y. Lečić B. Spasojević A. Knežević S. Mandarić M. Stojanović K. Gajić T. Vukolić D.
October 2025Multidisciplinary Digital Publishing Institute (MDPI)
Sustainability (Switzerland)
2025#17Issue 20
Contemporary digital technologies have become key instruments in enhancing the security and sustainability of tourist destinations. This study explores the role of digital solutions such as smart surveillance systems, mobile applications, artificial intelligence, and the Internet of Things (IoT) in strengthening tourist safety and supporting long-term sustainable development. The theoretical framework is based on the Norm Activation Model (NAM), employing the constructs of Awareness of Consequences, Ascription of Responsibility, Personal Norms, and Behavioral Intention, expanded by the construct of Sustainability Outcomes. This research was conducted as a comparative case study of Almaty (Kazakhstan) and Belgrade (Serbia), using a structured questionnaire and quantitative analysis. The findings indicate that tourists’ perceptions of security, mediated by digital technologies, significantly shape their behavioural intentions and contribute to sustainable destination outcomes. The study provides theoretical implications for the advancement of the NAM in tourism, as well as practical guidelines for destination managers in developing a safe and sustainable environment.
Almaty , Belgrade , digital technologies , Norm Activation Model (NAM) , sustainability , tourist security
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Department of Geography and Ecology, Faculty of Natural Sciences and Geography, Abai Kazakh National Pedagogical University, Almaty, 050010, Kazakhstan
Faculty of Law and Business Studies, Dr Lazar Vrkatić, Novi Sad, 21000, Serbia
Faculty of Economics, University of Kragujevac, Kragujevac, 34000, Serbia
Department of Medical Sciences, Academy of Applied Studies Polytechnic, Belgrade, 11000, Serbia
Faculty of Hotel Management and Tourism, University of Kragujevac, Vrnjacka Banja, 36210, Serbia
Faculty of Contemporary Arts, University Business Academy, Belgrade, 11000, Serbia
Faculty of Economics and Engineering Management, University Business Academy, Novi Sad, 21000, Serbia
Geographical Institute Jovan Cvijic, Serbian Academy of Sciences and Arts, Belgrade, 11000, Serbia
Faculty of Organizational Studies Eduka, University Business Academy, Belgrade, 11000, Serbia
Faculty of Tourism and Hospitality Management, University of Business Studies, Banja Luka, 78000, Bosnia and Herzegovina
Department of Geography and Ecology
Faculty of Law and Business Studies
Faculty of Economics
Department of Medical Sciences
Faculty of Hotel Management and Tourism
Faculty of Contemporary Arts
Faculty of Economics and Engineering Management
Geographical Institute Jovan Cvijic
Faculty of Organizational Studies Eduka
Faculty of Tourism and Hospitality Management
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