Jelena Dorčić, Ph.D., is an Assistant Professor at the University of Rijeka, Faculty of Tourism and Hospitality Management, where she also serves as Head of the Department of Quantitative Economics. Her research focuses on the intersection of digital tourism, online consumer behaviour, service quality, and artificial intelligence, with a strong emphasis on the application of both quantitative and qualitative research methods.

She has experience in leading and collaborating on nationally funded scientific research projects. Her work has addressed topics such as digital distribution channels, online tourist behaviour, eye-tracking methodologies, and trust and authenticity in AI-driven tourism environments. In addition to her scientific work, she has been actively involved in European projects, including Erasmus+ initiatives, focusing on innovation in higher education, digital competencies, and applied research collaboration.

Dr. Dorčić is actively involved in academic publishing and editorial work. She serves as the social media editor for the scientific journal Tourism and Hospitality Management and is a member of the editorial review board of Tourism Review. She has also contributed to the International Federation for IT and Travel & Tourism (IFITT), previously serving as the ENTER24 overall chair and currently holding the position of Director of Events.