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THE RELATIONSHIP BETWEEN INTEGRATION OF TECHNOLOGY – INCREASE CUSTOMER SPENDING – CUSTOMER SATISFACTION: MONKEY MODEL

Author(s): Mislav Šimunić,Marina Perišić Prodan,Ljubica Pilepić Stifanich / Language(s): English Publication Year: 0

The purpose of this paper is to determine a link between the integration of technology/technological solutions/applications in the hotel business and guest satisfaction on the one hand, and the integration of technology/technological solutions/applications in the hotel business and stimulation of guest consumption during their stay in the hotel on the other hand. The aim is to examine and identify key elements of the MONKEY model, which will accomplish the purpose of this paper. In this study the survey method was used. The research instrument was a structured questionnaire consisting of three parts: (1) integration of technology, (2) guest consumption and (3) quest satisfaction. The questionnaires were distributed to hotel managers and domestic and international hotel guests on the Opatija Riviera (Croatia). The results of empirical research and analysis form the basis for further modification of the MONKEY model which can directly be used for creating a policy of integrating technology in the hotel business and increasing guest consumption during their stay at the hotel as well as increasing their satisfaction during and after their stay at the hotel. The scientific contribution of the paper is reflected in the authors’ presentation of their own MONKEY behavioral model for the analysis of technology integration/technological solutions/applications in the hotel business viewed through the prism of the semantic approach. In this paper the authors present their views and the results of their own empirical research. The results of this research can be useful for hotel managers in order to contribute to improving the quality of the hotel offer and thus respond to the modern demands of the tourism market.

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CSR IN EDUCATIONAL PROCESS OF TOURISM STUDY PROGRAM AT THE UNIVERSITY OF ECONOMICS PRAGUE

Author(s): Zuzana Kvítková,Liběna Jarolímková / Language(s): English Publication Year: 0

The aim of the paper is to evaluate the educational process of CSR education and identify the important factors influencing the attitude of the students to this topic. The authors are presentingresults of a 2017 survey. The starting point of the research was analysis of the Tourism curriculum atthe University of Economics, Prague (VŠE), identifying the elements of CSR in terms of content, scope,forms and educational methods. That was followed by a survey concerning the extent of identificationof fresh graduates with the CSR principles. As methods were used: analysis of secondary resources,interviews and questionnaire. The curriculum needs to be changed and the CSR should get higherimportance and emphasis as the graduates evaluate the presence of the topic as insufficient. The graduatessee the CSR as an important matter not conditioned by profit. Based on the researches, severalguidelines for increasing the presence of CSR in the tourism curriculum are proposed. The presentedresearch is part of the fulfilment of long-term strategy for improving the quality of tourism student educationat the University of Economics, Prague.

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THE EMPLOYEES’ SOCIO-DEMOGRAPHIC CHARACTERISTICS AND PERCEPTION OF THE ETHICAL CLIMATE IN HOTEL BUSINESS

Author(s): Maja Mijatov,Aleksandra S. Dragin,Tamara Jovanović,Kristina T. Košić,Ivana Blešić / Language(s): English Publication Year: 0

This research was focused on the influence of employees’ socio-demographic characteristics onthe ethical climate perception. The survey research was conducted at Kopaonik, popular center of wintertourism in Serbia, on the sample of 211 hotel employees. Research results might have practical implication,as a base of information necessary for improving the relations with human resources in tourism.

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FUTURE OF HOTEL INDUSTRY: THE CASE OF TECHNOLOGICAL INNOVATION, AND THE COMPETITIVENESS IN THE GLOBAL TOURISM MARKET

Author(s): Darko Milošević,Aleksandra Cvetković,Miroslava Marić / Language(s): English Publication Year: 0

The paper is based on an analysis of business model for online hotel reservation companies, the technology of used, analysis of tourist demand, competition between them, evaluation of innovative capabilities, and recommend of future strategy development of reservation systems. Findings of this study would benefit revenue managers, general managers, hotel owners, and corporate brand managers to make decisions and to formulate new policies concerning their online distribution, revenue, and brand optimization strategies.

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WINE TOURISM AS A VECTOR OF LOCAL AND REGIONAL DEVELOPMENT. CASE STUDY PRAHOVA COUNTY

Author(s): Adrian Nedelcu,Donatella Privitera,Antonietta Ivona,Alexandru Ganusceac / Language(s): English Publication Year: 0

Wine and gastronomic tourism is now emerging as one of the most promising segments of thetourism sector. The purpose of this paper is to analyse the Romanian wine heritage, with an impressivehistorical past, to highlight the considerable potential regarding the development of wine tourism inRomania, the factors that attract and motivate this alternative form of tourism, respectively the efficiencyof a network of thematic routes in Dealu Mare vineyard. The study performs a radiography of winetourism in Dealu Mare region, of the ways in which thematic routes, such as the Wine Road, 14 yearsafter launch, can contribute to the socio-economic development of the Sub-Carpathian region of Prahova,through moderate investments and rapid results. The goals of local development are to encouragean attractive territory and a well-defined identity, with a competitive and efficient agriculture and ruraleconomy with respect for the environment.

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SOCIOMETRIC RESEARCH IN THE SERVICE OF APPOINTING TEAM MEMBERS IN THE CONTEMPORARY TOURISM SECTOR

Author(s): Ivica Nikolić,Tijana Marić Đurković,Jelena Jotić / Language(s): English Publication Year: 0

This paper shows that the sociometric method can be applied in any tourist organization’s human resource management with the goal of appointing the best team members. The sociometricconcept of the model uses the characteristics of the Adizes model: P – producer, E – entrepreneur,A – administrator, and I – integrator, as well as the criteria for sociometric testing. The results and conclusions of the research show that such sociometric concept can be widely applied in strategic managementof the tourist organization with the goal of forming a team.

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IMPACT OF ENVIRONMENTAL SECURITY ON RURAL TOURISM IN THE REPUBLIC OF SERBIA

Author(s): Vesela Radović,Milan Janković / Language(s): English Publication Year: 0

Tourism as an global business is one of the enormous industries of the world and one of economic sectors with the rapid increase. Tourism is the considerable part in the global gross nationalproduct and the important factor of the growth in the total employment of many countries. However,tourism took over a great responsibility regarding the natural environment and cultural historic heritage.The problem of responsible behavior of all subjects in tourism has been addressed by WorldTrade Organization, World Travel and Tourism Council and other international organizations as well.Their goals are to establish the universal rules of the behavior for all the participants in the tourismdevelopment. The analyses have demonstrated that Serbian tourism industry in the future will be facedwith numerous issues on the path to increase its impact on economy and contribute to the sustainabledevelopment in rural area and country in a whole. In that task therefore, there is an urgent need to beinnovative and look for reliable partners because risks can be very high in this process.

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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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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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The Importance of Aesthetic Experience in Fine Dining Restaurants

Author(s): Suzana Marković,Jelena Dorčić,Dora Rašan,Bruna Bucić,Marko Blažić / Language(s): English Publication Year: 0

The importance of aesthetic in fine dining restaurants has been recognized as an important factor in creating a perfect service and a memorable experience. The purpose of this study is to investigate guests’ importance of certain aspects of aesthetic experience in fine dining restaurants in Croatia. Data were collected using an online self-administered questionnaire. Descriptive statistics were used to analyse the data and determine the importance of different aesthetic components in fine dining restaurants. An independent sample t-test was performed to assess the perceived differences between those who have been in fine dining restaurants and those who have not been yet but have the intention to visit them in the future. The results of the study could serve as a guide for restaurant managers to improve the components of the aesthetic experience and enhance the overall guest experience and business performance in fine dining restaurants.

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SETTLEMENT COMPETITIVENESS IN THE BALATON REGION – THE POPULATION’S PERCEPTIONS

Author(s): Hajnalka Fekete Berzsenyi / Language(s): English Publication Year: 0

The subjects of this research are the residents of the Balaton Region, those who have a secondary home, a holiday home and those who work / study there. The aim of the research is to find out which local competitiveness factors are important to the examined population and to what extent they are satisfied with their quality. A questionnaire survey was used to answer these questions. In the course of the research, 27 variables were examined, whose groups of variables are: municipal services, economic factors, leisure and tourism factors, demographic factors, settlement characteristics. During the evaluation of results, the importance and satisfaction scores and their differences for each settlement factor were examined. From the results, we expect the differences in importance-satisfaction scores to be greatest in the municipal services variable group. Knowing the differences between importance and satisfaction can help practical decision-makers to direct regional and local development resources towards the well-being and quality of life of the population in the Balaton Region.

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THE IMPORTANCE OF ECOTOURISM FOR THE DEVELOPMENT OF TOURISM DESTINATION – A CASE STUDY OF THE SPECIAL NATURE RESERVE “MEADOWS OF GREAT BUSTARD“, VOJVODINA

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

Tourism in protected natural areas (PNAs) has an important and very positive role in the tourism development of many countries. Whether the area of the Special Nature Reserve “Meadows of Great Bustard” (SNR) represents a significant potential for the development of tourism will be concluded in this paper by using two scientific methods. The obtained results from a conducted written questionnaire, as the first method, will be examined by a comparative analysis with related or the same results from the world practice research – the second method. This is the main task in this research. The obtained results can examine the main hypothesis that the SNR is a significant tourism potential for ecotourism both at the level of the Republic of Serbia and at the level of the countries in the region, such as Hungary, Romania, Bulgaria, Croatia, Bosnia and Herzegovina, as well as other European countries. The main objective of this paper is to test the main hypothesis and to obtain certain results if this protected area may have an impact on the development of sustainable tourism. By enhancing sustainable tourism and protecting the space of this reserve, by implementing the national tourism offer, higher socio-cultural, economic and ecological benefits can be achieved. The results of this research indicate that forms of tourism such as: ecotourism, science tourism, trips, bird and animal watching, can be a basic form of tourist visits. The most significant potential of the SNR is the highly endangered species of the Great Bustard (Otis tarda), which is the symbol of this protected area.

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ANALYSIS OF MARKETING EFFECTS OF IMPLEMENTING ON-LINE AIRBNB PLATFORM IN REAL ESTATE MARKET AT BALKANS AS A TOURISM REGION

Author(s): Danilo Grbović,Branislav Radnović,Željana Grbović,Diona Đurđević / Language(s): English Publication Year: 0

The base hypothesis is that implementation of the Airbnb on-line platform at the Balkans’ real estate market, contributes to Balkans tourism region, with various positive marketing effects. The conducted research has covered the analysis of renting property for the purpose of tourism in the Balkans in some of the major cities and most attractive tourist destinations - Ljubljana, Bled, Zagreb, Dubrovnik, Belgrade, Novi Sad, Sarajevo, Budva, Podgorica, Skopje and Ohrid. By analysing results of the research the base hypothesis is confirmed, with bringing to light following marketing effects: increase in the number of accommodation units registered on-line, extended number of accommodation facilities, growth in number of stays per night, lengthened time spam of a stay, expanded occupancy of accommodation facilities, growth of entrepreneurship of local population, tourism revenue growth. The conclusion is that implementation of such on-line platforms as the Airbnb is of extreme importance for the Balkans tourism region.

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EMPIRICAL ANALYSIS OF SLOVENIAN HOTEL INDUSTRY PERFORMANCE WITH THE RELATIVE RESIDUAL INCOME APPROACH

Author(s): Igor Stubelj,Mateja Jerman / Language(s): English Publication Year: 0

This paper’s focus is on the relative residual income approach as a firm’s performance measure. The aim is to analyse the financial performance of the Slovenian hotel industry for a period from the year 2009 to 2018, with a relative residual income measure that takes into account the required return on equity capital. Taking into account the required return on equity is essential in firm’s performance valuation as is the opportunity cost for investors. To add value, a firm’s return on equity must exceed the required return on equity. Our results show that relative residual income of Slovenian hotel industry is negative for the entire analysed period. The same resulted for groups of large, medium-sized, and small firms. The situation is improving but is still not at the desired level that is adding value of equity capital for owners. Our further analysis shows that the Slovenian hotel industry is riskier than all Slovenian firms (i.e. average risky firm) in the observed period. However, the return on equity is much lower than of all Slovenian firms in the observed period. This gives additional support to our findings.

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ONLINE PLATFORMS AS MODERN TOOLS IN TOURISM IN EXTRAORDINARY TIMES: CASE FOR FURTHER DIGITALIZATION IN WESTERN BALKANS

Author(s): Vesna Luković / Language(s): English Publication Year: 0

Extraordinary times require an extraordinary response, especially when economic growth is at stake. Tourism contributes to economic growth in Western Balkans and has been robust in recent years. That was supported by new business models which make it possible for households to participate in the digital economy, including online platforms for travel accommodation. Internet connectivity and digital skills are crucial in that respect. This paper looks at the convergence of the Western Balkan candidate countries to the European Union (EU) in terms of connectivity and the digital skills needed. Analysis of data derived from questionnaires and other sources at the Eurostat show that candidate countries participate in the collaborative economy less and are below EU average in terms of digitalization. Investments supported by EU commitment to the region could improve internet connectivity and digital skills in the Western Balkans. That would benefit their economies which is especially relevant now considering the Covid-19 outbreak in the first quarter of 2020 and its disruption to achieving many goals. The argument for further digitalization is even more important.

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Impact of Terrorism on Tourism Demand in the EU and the Mediterranean

Author(s): Jaro Berce,Darko Lacmanović,Andrej Raspor / Language(s): English Publication Year: 0

The impact of terrorism on tourism causes the specific context in which tourism trips are realised. The relationship between terrorism and tourism was researched many decades ago. There are many open questions regarding the stated impact. The main goal of this paper is to find out some important facts considering the impact of terrorism regarding global and regional tourist demand. The article emphasises that security is an important factor for stable tourism growth. Security is certainly one of the most important factors for a tourist when deciding for a destination. However, this is all more important in the countries where the political and economic situation is not stable. There are still doubts what is the reason for a greater negative effect on tourism in the countries that are not considered western. Is it only about perception and media coverage or are non-western countries negating the effects with better responses and PR activities? Using methodology applied in this research, country statistical offices can estimate when tourism will return to its pre-terrorist period.

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Comparative Market Price Analysis of Dental Services in the Framework of Health Tourism by Applying the Due Diligence Model

Author(s): Jova Miloradić,Pavle Parnicki,Diona Đurđević / Language(s): English Publication Year: 0

During current attempts of human survival for which, highly symptomatic propulsive professional, scientific and technological activity, relating to the rate of humans worn out in the light of their physical vs spiritual vs intellectual qualities, becomes even more significant, i.e. increases the multiplication coefficient as well as acceleration one. It is reasonable to conclude that in given circumstances of accelerated economic progress worldwide, simultaneously implying a geometric leap in the wear and tear of humanity, there is a convincing demand for establishing continuity of the revitalization process of psycho - physical - intellectual forces per capita. A crucial reason, which speaks in favor of the given claim is exclusive of a philanthropic nature, that is, it is a result of emotional activity as the need to exercise social responsibility. Human activities, among other things, are infrastructural assumptions created in parallel for the use of medical and health tourism services. Abstracting property form of ownership (state and/or private) regarding built accommodation facilities under medical and health tourism, we respect primarily as the need, and also the right of the human part of the capital, precisely, for the optimal renewal of spent components. After all, every form of human activity is immanent to the function of civilization achievement, that is, the natural need to live as humanely as possible. In the given sense, the built accommodation capacities of both medical and overall health tourism, indisputably, open their doors to people, that is to say, to their growing needs for optimal renewal of their spent physical, spiritual and intellectual strengths.

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Tourism Sector in the Crisis: An Evidence of Slovak Travel Agency Satur and Tourism Industry Practitioners from New York

Author(s): Yuanxin Li,Darina Saxunová / Language(s): English Publication Year: 0

The tourism industry together with related industries have been attracting researchers’ focus since the outbreak of the COVID-19 crisis due to the immense pandemic impact on this sector. The objective of this chapter is to analyze the overall influence of the pandemic and post-pandemic period on the global tourism sector and the related industries in Slovakia. The authors have selected the example of a Slovak travel agency and investigated its financial performance during the time of the Covid-19 crisis, which experiences an extreme decline in total revenues. Besides, the authors consider an empirical example from a tourism practitioner in New York, who behaves actively and experiences a successful exchange against the shock of the crisis. The favorable news of recovery slowly appearing was the inspiration for the scientific paper which in the end makes suggestions and formulates potential expectations of the future sustainable development of the tourism industry.

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The Impact of Digital Marketing on Health Tourism in the Western Balkans during the COVID-19 Pandemic

Author(s): Bojana Ostojić,Miodrag Bogdanović,Jelena Ružić / Language(s): English Publication Year: 0

Health tourism is the fastest growing healthcare industry worldwide and it refers to patients traveling to other developed or developing countries to improve or renew individual medical interventions. The growth of health tourism can also be seen as a chance for innovation and growth in developing countries. With this type of tourism as an export-growing strategy, many socio-economic problems can be solved that developing countries with traditional industries are faced. The Covid-19 pandemic has changed the current views on the ways of doing business, as well as on tourism, which is becoming the industry that has suffered the most damage. In that sense, regional cooperation could be of saving importance for the tourism of Western Balkans countries after the pandemic of the Covid-19 and especially health tourism.

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Modern Supply Chain Quality Management in Bulgarian Restaurants

Author(s): Maria Vodenicharova / Language(s): English Publication Year: 0

One of the most important factors in a restaurant's success is its supply chain. The present study aims to reveal the application of quality management systems in the restaurant business and to build a modern supply chain quality management (MSCQM) in Bulgarian restaurants. This chapter examines the criteria for evaluating the degree of application of quality management systems in the restaurant business, analyses quality management practices, and identifies opportunities for its improvement. The research used Bulgarian and foreign literary sources, results of research projects, statistical data, and analyses from conducted surveys. The conclusions are mainly aimed at revealing opportunities for creating modern supply chain quality management (MSCQM) in Bulgarian restaurants.

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