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SUSTAINABLE DEVELOPMENT OF TOURISM BY DIVERSIFICATION OF TOURISTIC PORTFOLIO

Author(s): Larisa Jovanović,Dragan Živković / Language(s): English Publication Year: 0

The Sustainable Development Concept in various domains of economics, industry, construction,architecture environment protection and service businesses has become the leading paradigm ofthe 21st century. In the tourism sector, this paradigm is reflected in the orientation towards ecotourism.The aim of this paper is to present the importance of diversification touristic portfolio for successfuldevelopment of sustainable tourism.

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CULTURAL AND COMMUNICATION BARRIERS IN INTERNATIONAL TOURISM

Author(s): Ivana Marinović Matović,Ivana Simić / Language(s): English Publication Year: 0

International tourism, both in terms of economic development and globalization, brings positive,but also negative aspects, such as cultural and communication barriers. The information givenin the paper show that different constraints may become an obstacle in the tourist destination development.The authors identify and summarize those constraints, cultural and communication barriers,related to international tourism. Despite the fact that barriers can be managed, reduced or even completelyremoved with adequate destination management, the findings of this paper indicate that there isa need to further improve cultural and communication competency in tourist destinations.

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AGRITOURISM. BETWEEN AGRICULTURE AND TOURISM. A REVIEW

Author(s): Lazar Pavić,Karmen Pažek,Martin Pavlovič / Language(s): English Publication Year: 0

This paper presents synthesized knowledge from the agritourism field from the last decade.Our aim was to critically present the most common agritourism topics in the literature, such as life-seeingand life-participating agritourism concepts, tourists’ view and farmers’ view on agritourism, togetherwith the most important economic and non-economic agritourism benefits and goals for both thesupply and demand sides. This paper also presents the impact agritourism has on economic diversificationof agriculture. Agritourism can help family farms to remain in business, preserve agriculturalheritage, maximize the productivity of farm resources through their recreational use, and improve theeconomic situation of local communities. Agritourism presents the potential to generate additional income,diversify the farming economy, lower risks and uncertainties and form a symbiotic relationshipbetween agriculture and tourism.

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LEVEL OF SEASONALITY IN MACEDONIAN TOURISM AND STRATEGIES AND POLICIES FOR COPING WITH IT

Author(s): Biljana Petrevska,Branko Nikolovski / Language(s): English Publication Year: 0

Seasonality is general characteristic of tourism. As tourism contributes to economic growthand development, seasonality is noted as one of the most influencing factors for limiting continuous development.Thus, the article empirically tests the presence of tourism seasonality for the central level byexploring Macedonia, and the local level, by elaborating Ohrid (the most famous summer tourist spot) andSkopje (the capital). The statistical methodology covers computation of standard indicators, such as theGini index (G), the Seasonality Indicator (SI) and the Coefficient of Variation (CV). The study found nosignificant seasonal concentration in tourism in Macedonia, a presence of strong and powerful seasonalityfor Ohrid, and no seasonality for Skopje. As a consequence, the paper recommends design of specific tailor-made products and urges tourism key players to focus on policies and strategies for modifying tourismseasonality.

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ANALYSIS OF FINANCIAL EFFECTS OF TOURISM ON ECONOMY OF SERBIA

Author(s): Miloš Pjanić,Jelena Andrašić,Vera Mirović / Language(s): English Publication Year: 0

Tourism, as one of the key pillars of the economic base of each country, is based on a largenumber of business activities that are micro, small and medium sized. One of the basic functions oftourism as the economic sector of each country is its direct and indirect impact on the growth of grossdomestic product (GDP). Key factors that will affect tourism and directly or indirectly determine itscontribution to GDP are: resource availability, expertise, political and social stability in the countryand investments. The development of tourism at the same time encourages employment, job creationand the improvement of the balance of payments structure of each country. Tourism as an economicbranch consists of a large number of economic and non-commercial activities and is one of the mostprofitable activities in the world, which contributes to the overall development of the economy. It ispresent in all countries, but it is manifested by its effects and extent. The aim of the paper is to pointout the significance of tourism as one of the fastest growing economic activities in the economic developmentof Serbia.

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A STRATEGIC APPROACH TO THE KEY MODERN TOURISM TRENDS IN THE REPUBLIC OF SERBIA

Author(s): Milan Počuča,Jelena Matijašević / Language(s): English Publication Year: 0

One of the most important measures in creating a more competitive position in the tourism market is the adoption of the appropriate planning documents in the field of tourism and tourism development,in particular the adoption of a clear and responsible Strategy of tourism development, as wellas defining the key strategic goals and directions of tourism development. The current Strategy laysparticular emphasis on the key modern tourism trends: in the promotion and booking methods, in thefield of accommodation, and with regard to contemporary motives for travel in the global tourism market.Besides the relevant issues regarding tourism, special emphasis is placed on the strategic approachto the key modern tourism trends in the Republic of Serbia.

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SLOVAK TOURISM ENTERPRISES AND DMOs: CHALLENGES OF ADDRESSING VISITORS

Author(s): Kristína Pompurová,Radka Marcekova,Ľubica Šebová,Ivana Simockova / Language(s): English Publication Year: 0

This paper focuses on use of electronic marketing and thus different tools of marketing communication in tourism. All (37) destination management organizations (DMOs) in Slovakia and selected tourism enterprises (35) represent research object, while marketing communication tools represent research subject. The scope of use of marketing communication tools is analyzed in a complex way as both - demand side and supply side are examined. We used interview and following we investigated Internet marketing communication to study the supply side. This research sample consisted of 35 enterprises from which 24 were Slovak tour operators, 3 hotels (*** and ****), 4 spas and 4 water parks and 37 DMOs divided into five categories. On demand side data were collected through questionnaires. The research sample consisted of 510 randomly selected visitors of above-mentioned enterprises. The survey was undertaken from 2015 to 2018. We assume that an effective marketing campaign enhances competitiveness of enterprises and DMOs, boost their development and thus the development of tourism regions in Slovakia. However, new trends of marketing communication are being used in a limited extent by tourism enterprises and only several DMOs actively profit thus from traditional tools of marketing communication as well as from online marketing communication.

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OPEN DATA AND SMART TOURISM DEVELOPMENT

Author(s): Otilija Sedlak,Stojan Ivanišević / Language(s): English Publication Year: 0

Smart tourism destinations are created with the implementation of the Smart City concept.This concept is getting stronger because projections show that about 66% of the world population willlive in an urban environment by 2050. The Smart Cities around the globe have already implementedstrategies for the development of smart tourism or their implementations are in progress. The goal ofthis paper is to study key factors of the successful smart city technologies with a primary focus on Opendata to the development of smart tourism destinations through the analysis of more than 10 smart citiesthat represent leaders in the smart tourism.

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ORGANIZATIONAL CULTURE AS A FACTOR OF DIGITAL MATURITY OF ORGANIZATIONS IN THE TOURISM SECTOR

Author(s): Ivana Simić,Ivana Marinović Matović / Language(s): English Publication Year: 0

Digital maturity of organizations represents the level of organization’s readiness and ability to apply the latest digital technological achievements that enable them to function better and take betterpositions in a hypercompetitive business environment. In addition to technology, the level of digital maturityof the organization is influenced by a number of other organizational factors: business strategy,organizational structure, organizational culture, quality of personnel of the organization. In this paper,special attention is given to organizational culture as one of the organizational variables that significantlydefines the level of digital maturity of the organization. The aim of the paper is to provide managersof all organizations, and especially managers in the tourism sector, the ways and mechanismsfor creating such an organizational culture that will represent a strong support to the organization forachieving higher levels of digital maturity.

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CONTRACT OF RESERVATION OF ACCOMMODATION CAPACITIES – LAW REGULATION AND CASES FROM JUDICIAL PRACTICE

Author(s): Žaklina Spalević,Miloš Arsić,Vladimir Džamić / Language(s): English Publication Year: 0

The main goal of the authors of this paper is to explicitly display the contract on the engagement of catering capacities, concluded between the caterer and the tourist agency. The reviewof this contract, often in the practice of tourist workers, was carried out by presenting the basic legalprovisions related to this contract. Additionally, the most interesting examples from the practice of thecourts in Serbia is presented, where the parties to the court proceedings were the contractors from thecontract on the engagement of catering facilities.

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MODERN MANAGERIAL METHODS AND THEIR POTENTIAL IN CONTEXT OF REGIONAL TOURISM DEVELOPMENT

Author(s): Róbert Štefko,Peter Gallo,Daniela Matusikova / Language(s): English Publication Year: 0

Chapter deals with the issue of tourism and its development potential in the context of using modern managerial methods. Management is inevitable part of tourism development that can supportthe activity of chosen region, destination or even tourism facility. In the field of tourism, it is importantto know the core potential and by choosing right managerial method this potential can be maximallyused and offered to tourism participants. The chapter subscribes the examples of managerial methodsthat can be used in tourism and in its analytical part it shows real research model that was used toevaluate the potential of selected region of Slovakia. It examines the conditions and possibilities of itsuse in the aspect of increasing the number of visitors in analysed region. It points to the methodologyof calculating the regional potential in the context of modern management theories at a concrete example.It explains the procedures of using SWOT analysis and other strategic management methods as animportant methodological tool for solving the given problem. It points out the professional aspects ofsolving this problem and its effective use in practice.

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STRENGTHENING THE TOURISM OFFER – CASE STUDY BRANIČEVO DISTRICT

Author(s): Snežana Štetić,Igor Trišić / Language(s): English Publication Year: 0

The Braničevo District possesses outstanding natural and social potentials for the developmentof tourism. Such are various forms of relief, hydrography, caves, river springs, historical monumentsand churches, archaeological sites and other resources. Most of them are „waiting” to bevalorized and included into tourism offer. A special value is given by folklore of the Vlach people,which can be successfully implemented in tourism programs and promotion of ethno-social values ofthe Braničevo District. In this paper, an analysis of all the above-mentioned values is applicable, aswell as a presentation of the proposals for strengthening the tourism offer of this part of the country.Also, there is recommendation for analyzing a desire on the appearance of demand for something new,for new markets and new ways of spending leisure time. Because of that destinations have to adapt andbegin to develop specific forms of tourism

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AFFECTIVE IMAGE OF SPA AND WELLNESS DESTINATION BULGARIA

Author(s): Milena Stoyanova / Language(s): English Publication Year: 0

The aim of the study is to estimate affective image of SPA and wellness destination Bulgaria.To assess the affective image, four semantic differential scales proposed by Russel and Pratt and sevenadditional author’s scales are used, by which foreign tourists define their attitude to Bulgaria as a SPAand wellness destination. The findings of the study have significant managerial implications for destinationmarketing managers in SPA and wellness tourism.

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EMPLOYEE TRAINING IN INTERNATIONAL LUXURY HOTEL CHAINS: EVIDENCE FROM SERBIA

Author(s): Milica Todorović,Tatjana Ivanovic / Language(s): English Publication Year: 0

Increased competition in international luxury hotel industry requires the hotels to continuouslyimprove their HRM policies and practices, with a particular focus on employee training. Hotelindustry globally employs a large number of people with high labour turnover. Training employees inhotels, especially in international luxury hotel chains, has always represented a challenge since guestsdemand high-quality personalized services. The aim of this paper is to examine how international luxuryhotel chains in a developing country, such as Serbia, implement training programs. The researchwas conducted in six five-star and four-star hotels in Belgrade - members of international luxury hotelchains, through in-depth interviews with managers from these hotels. The research has shown examinedhotel implement some of the training programs usual for luxury hotel chains. However, in orderto develop their local talent pools and improve staff skills on a continuous basis, the luxury hotels inSerbia need to re-examine their training systems, having in mind that most of them are highly standardized,to implement more diversified training plans, and provide more overseas training opportunitiesfor local employees from Serbia.

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EVALUATION OF EFFICIENCY IN TOURISM INDUSTRY

Author(s): Slavica Tomić,Aleksandra Marcikic / Language(s): English Publication Year: 0

The main goal of this paper is to evaluate efficiency of regions tourism sector in order to improve countries competitiveness on global market. Efficiency is observed as relation of multiple outputs(international tourist arrivals, international tourism inbound receipts and tourism industry GDP) andinputs (government expenditure and prioritization of tourism) for four-year period. Results show that Croatia and Montenegro achieve maximal efficiency, compared to the other countries in this region.

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DIGITAL MARKETING AS A TOOL OF SUSTAINABLE MANAGEMENT OF BIOWASTE IN ECOTOURISM

Author(s): Aleksandra Pavlović Dimitrijević,Igor Trandafilović / Language(s): English Publication Year: 0

The main goal of this study was to show that the digital marketing is an adequate and effective tool of the sustainable management bio-waste in ecotourism. The goal of the work was to point out the attitude of potential tourists who visit ecological tourist destinations and whether they act on marketing activities presented through the digital media system. The results of the research have shown that the digital marketing can be a significant segment of biotope management in ecotourism, consid¬ering the benefits of using digital media. The hypothesis of this research was – the digital marketing is a significant tool for researching sustainable bio-management, which has been confirmed. It has been established that the digital marketing is important in spreading awareness about bio-waste management in the population. The significance of digital marketing of bio-waste management in ecotourism is confirmed.

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INNOVATIVE ALTERNATIVES OF MARKETING COMMUNICATION AND SALES SUPPORT OF PRODUCTS AND SERVICES

Author(s): Radka Vaníčková / Language(s): English Publication Year: 0

This chapter analyses and judges the up-to-date condition of provided products and servicesfor the purpose of innovating existing product according to current trends, potential of givenlocality and customers preferences which influence attractivity, increase of turnout and amount ofprofits. The analytic part of the chapter is focused on defining tourism, product of tourism, historicalmonument objects and services marketing. In the practical part of the chapter there was formulatedthe analysis of provided basic, special and supplementary services and marketing of servicesin chosen destination in the Czech Republic through questionnaire survey. Using observing andcontrolled interviews with employees of the company the satisfaction of staff was monitored and theconcept of proposals and recommendations for new service was made. The empirical generalizationof knowledge which is described in the final part of the chapter helped to improve current stateof provided services and products with the accent of creating innovative proposal of new service inthe area of marketing communication and selling support of offered products and services.

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THE CURRENT STATE AND STRATEGIES FOR DEVELOPMENT OF TOURISM IN THE AREA OF EXCEPTIONAL FEATURES “VLASINA”

Author(s): Marina Vesić,Vedran Živanović / Language(s): English Publication Year: 0

For the purpose of more successful development of tourism in border regions of Serbia, suchas Vlasina, it is necessary to consider the existing situation through the available natural and culturalresources, in the first place, together with potential tourism attractions which would enrich the offer ofconcrete tourism destination. On the basis of the survey research and interviews, conducted in the end ofAugust 2017, it was discovered that the lake Vlasina represents the most attractive tourism resource of theentire area of exceptional features Vlasina, according to the local population, but also according to thetourists’ attitudes. The main goal of the paper is oriented towards gaining the basic data for assessmentof the current state and further tourism development in the area of exceptional features3 “Vlasina” byresearching the tourist’s and the local population’s attitudes on the given claims. One of the objectiveswas to research the perception of tourists and the local population, as well as to determine whether thereare significant differences in their perceptions, according to the gender structure between these two surveyedcategories. Obtained data were analyzed by using the t-test for independents samples and methodsof descriptive statistics in Statistical Program for Social Sciences. The main intention of the paper wasoriented towards exploring the best opportunities and the ways of further tourism development and presentationof the entire tourism offer of AEF “Vlasina”, through providing the guidelines and suggestionsfor concrete activities.

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IMPROVING THE MANAGEMENT OF ENVIRONMENTAL RESOURCES BY INCREASING OCCUPANCY RATE OF SPAS’ CAPACITY: A CASE STUDY OF SERBIA

Author(s): Katarina Živković,Jasmina Omerbegović-Bijelović,Danica Lečić-Cvetković,Zoran Rakićević / Language(s): English Publication Year: 0

The research presented in this paper indicates one of the options for improving the managementof environmental resources by increasing the occupancy rate of capacities in the spas of theRepublic of Serbia (RS). It is motivated by the current needs of the tourism industry for ideas that canincrease the level of potential utilization of spas in the Republic of Serbia. The aim of the paper is touse research to test a basic hypothesis, that attracting families with small children can increase theoccupancy rate of the spas’ capacity in the Republic of Serbia. The paper presents table research andfield research. Table research was based on official data from the documents of the Republic of Serbia.The field research, presented in the paper, has been carried out on a sample of 122 respondents (parentswith small children), that respond in the questionnaire with 20 research questions about the surveytopic. The research results confirm that the creation of better conditions for the stay and pleasure offamilies with small children in the Serbian spas, and their encouragement and motivation, may greatlyinfluence the increase of occupancy rate of the spas’ capacity in the Republic of Serbia. This resultshowed to the authorities and management bodies of the tourism industry and spas in the Republic ofSerbia that there is sense to take actions for a massive motivation of families with young children touse the spa throughout the year. The truthfulness of main hypothesis H(0) is confirmed. Furthermore, ithas also been shown that, by the creative approach, it is possible to generate and check other ideas forincreasing the occupancy rate of spas’ capacity.

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ASSESSMENT OF THE PROSPECTS FOR THE DEVELOPMENT AND EMPLOYMENT IN THE AREA OF GASTRONOMIC TOURISM IN THE RUSSIAN FAR EAST

Author(s): Elena Zubareva,Aleksandr Zubarev / Language(s): English Publication Year: 0

The paper is dedicated to the problem of gastronomic tourism in the Far Eastern Federal Districtof Russia. As this tourism area is becoming increasingly popular around the world, its influence on thecountry’s economy cannot be underestimated. The authors have attempted to evaluate the main directions fortourism development, building on the analysis of the current situation on the tourism market in Russia. Theresults of the study indicate that developing gastronomic tourism in the region should be based on organizingculinary events and festivals, in order to attract additional tourist attention to the Russian Far East.

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