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Since the Balkans have not been covered with regards to franchising in any comprehensive fashion in the past, this study represents a first look at the topic in this part of the world and contributes to the literature on franchising in emerging economies. This research contrasts the development of franchising in the ten Balkan countries of Albania, Bosnia and Herzegovina, Bulgaria, Croatia, Kosovo, Macedonia, Montenegro, Romania, Serbia, and Slovenia. A comprehensive overview of the franchise industry and its history is created for each country, integrating economic and franchise infrastructure development. The study reveals severe deficiencies in the region with regards to the availability of official data and a lack of specific legislation with regards to franchising and disclosure mandates, as well as education about franchising and a reliable legal environment. Implications for researchers and policy makers conclude the study.

Purpose – The purpose of this study is to explore three different loyalty types (loyalty to accommodation provider, destination loyalty, loyalty to the style of holiday) and how they are related to tourist satisfaction and experience motivation. Design/methodology/approach – Data were collected in the Opatija Riviera, Croatia, using an on-site survey. In total, 169 useful questionnaires were subjected to further analysis. Since this study develops a new model, exploratory factor analysis (EFA) was performed first, followed by structural equation modeling (SEM) using the partial least square method. Findings and implications – This study found that, among three loyalty types, overall satisfaction has the highest influence on loyalty to the style of holiday. Furthermore, this study revealed an important role of loyalty to the accommodation service provider in predicting destination loyalty. Limitation – The study has several limitations: (1) the research was limited to only one destination over a relatively short period of time; (2) some potentially important controls, e.g. income, education and gender, were neglected; (3) the study provides an explanation of structural relationships without testing potentially important differences on the path level. Originality – This study offers a new perspective of loyalty in the tourism and hospitality business, as these loyalty types have not been connected and tested together to date. It contributes to the existing findings of loyalty research in terms of new insights into tourism research methods, which were previously criticized as uninventive., Svrha – Svrha je rada istražiti tri različite vrste lojalnosti (lojalnost pružatelju usluga smještaja, destinaciji i tipu odmora) te njihovu povezanost sa zadovoljstvom turista i motiviranošću doživljajem. Metodološki pristup – Podatci su prikupljeni u sklopu terenskog istraživanja na Opatijskoj rivijeri, Hrvatska. Ukupno je prikupljeno 169 korisnih anketnih upitnika koji su se koristili za daljnju analizu. S obzirom da se u istraživanju predlaže novi model, prvo je provedena eksplorativna faktorska analiza (EFA), potom modeliranje strukturnih jednadžbi (SEM) metodom parcijalnih najmanjih kvadrata. Rezultati i implikacije – Na temelju istraživanja dokazano je da ukupno zadovoljstvo ima najsnažniji utjecaj na lojalnost tipu odmora. Nadalje, otkrivena je važna uloga lojalnosti pružatelju usluga smještaja u predviđanju lojalnosti destinaciji. Ograničenja – U radu se mogu istaknuti sljedeća ograničenja: (1) istraživanje je ograničeno na jednu destinaciju u relativno kratkom vremenskom razdoblju; (2) određene potencijalno važne kontrolne varijable nisu uključene u istraživanje, kao što su dohodak, obrazovanje i spol; (3) u radu je provedeno strukturalno modeliranje bez testiranja različitosti razine hipotetskih veza. Doprinos – Rad nudi novu perspektivu lojalnosti u turizmu i ugostiteljstvu uvažavajući da se radi o prvom istraživanju u kojem se povezuju i zajedno testiraju različite vrste lojalnosti. On doprinosi novim saznanjima o istraživačkim metodama na temu lojalnosti koje su se u prethodnim istraživanjima kritizirale kao ne inovativne.

Purpose – Loyalty, a behavioural pattern of guests, is an unpredictable phenomenon, changeable over time, adaptable to market trends and measurable only through market research. Previous research has confirmed that loyalty is not an isolated variable described only through loyalty behaviour or loyalty attitude, but rather it is interdependent on both behaviour and attitude. However, within loyalty research there are many open questions, which need to be addressed by researchers in the field of tourism and hospitality. Thus, this paper provides a unique perspective on previous research, including loyalty taxonomy, loyalty constructs, and directly and indirectly connected variables to loyalty in research models. // Design – Upon content analysis and refinement, four clusters are determined and explained in the paper: (1) destination loyalty ; (2) hotel (brand) loyalty ; (3) loyalty programme ; (4) event (festival) loyalty. // Methodology – For the purpose of this paper, the authors applied content analysis. Based on a keyword search on the Web of Science platform (database Web of Science Core Collection), 112 articles published in leading tourism and hospitality business journals were identified as relevant for the study. // Findings – The study contributes to a better understanding of tourist loyalty research by identifying shortcomings of previous research. Among the most common shortcomings are selective research focus and uninventive research methodology. Therefore, the current study suggests multi-level loyalty model development as a more innovative framework for future research. // Originality of the research – Since this study brings an overview of the four most commonly researched topics in tourism loyalty research, the results will be beneficial for scientists who study the broader aspects of the loyalty construct.

Collaboration between company and its suppliers is important in providing value to customers, especially in the age when companies are dominantly trying to focus on lowering costs to be more effective. But not just cost-effectiveness is a driving principle for all companies. Some companies are oriented towards establishing relationships with suppliers in order to provide value to customers. Hence, purpose of this paper is to explore relationships between companies and their key suppliers and to identify what influences their collaboration activities. Primary research was conducted on 182 Croatian companies, applying scales identified in previous research. Factor analysis and multivariate linear regression analysis were applied in analyzing research results. Results indicate that there are several benefits that companies perceive key suppliers are providing to them. Market and scout function, quality function, social support function, rescue function and innovation development function are some of them. These functions (supplier benefits), influence company future collaboration with key suppliers and consequently influences co-creation. Research results identified that quality, social support and innovation development function influence company’s future collaboration activities. Based on these results implications for marketing managers are offered and ideas for co-creation provided.

Purpose – In many industries, perceived service value is found to be a significant mediator between perceived service quality and customer satisfaction and loyalty. Therefore, this paper aims to test a conceptual model of perceived service value with its antecedents, such as perceived price and perceived service quality, and consequences, customer satisfaction and loyalty, in the retail banking industry. Design/Methodology/Approach – For the empirical study, a measurement instrument was developed and tested for validity and reliability. Measures were assessed with exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling (SEM). A structural model with five reflective constructs was evaluated to test direct and indirect relationships among constructs. Findings and implications – Results confirm a mediating role of perceived value in relationships between perceived price, perceived service quality, customer satisfaction, and customer loyalty in the case of retail banking services. Limitations – Because the results are directly relevant only to customers and marketing managers of retail banking services, generalizations of the findings beyond the immediate population observed should be made with caution. Originality – This paper extends existing knowledge with both direct and indirect effects among researched concepts, and shows the importance of perceived service value in achieving satisfied and loyal customers in retail banking services.

The purpose of this paper is to explain the role of market mavens in the tourist sector and to explore the importance of tourist experience co- creation in increasing loyalty to service providers. A survey was conducted on a sample of 425 Croatian residents who had travelled at least once in the year before the study. Two hypotheses were set and empirically tested by partial least square structural equation modelling (PLS-SEM). This research confirms that market mavens are inclined to share tourist experiences and to engage in tourist experience co-creation. It also shows that if market mavens are co-creating tourist experience with travel professionals they are more likely to continue to collaborate with the same service provider, hence, demonstrating loyalty. This paper contributes to knowledge of consumer behaviour in tourism by emphasising the role of market mavens in co-creating tourist experience. The scientific contribution is found in testing the influence of market mavens on co- creating tourist experience and loyalty to service providers. The paper also explains the implications for service providers in tourism. Learning about the influence of market mavens on the process of co-creating tourist experience can help service providers to engage more with these individuals to enhance their loyalty.

Purpose The purpose of this paper is to explore the antecedents of product evaluations and behavioural intentions regarding fast-food restaurants. Research tests the moderating effects of tradition on selected relationships in Croatia and Serbia. Further, it tests consumer willingness to use services in domestic and foreign fast-food restaurants. Design/methodology/approach Samples were collected from 332 and 362 respondents from Croatia and Serbia, respectively. The validity of the model was tested with confirmatory factor analysis, and structural equation modelling was used to determine main and interaction effects. Findings For both foreign and domestic fast-food restaurants, variety seeking and cosmopolitanism had a positive impact on consumer evaluations and behavioural intentions, while the desire for unique products had a negative impact. Personal innovativeness had a positive impact on evaluations and intentions regarding foreign restaurants but a negative impact for domestic restaurants. A moderating effect of tradition was more present in the Serbian sample. Originality/value This study is the first to use the theory of planned behaviour and theory of social identity to investigate the impact of variety seeking, desire for unique products, cosmopolitanism and personal innovativeness on consumption in fast-food restaurants in two emerging countries in the country of origin context. Furthermore, it also provides information for researchers and marketers on fast-food consumption antecedents in different countries. New insights are provided for the moderating role of tradition.

Contributing to the research on sustainable consumption, we propose a conceptual framework for examining the antecedents of two forms of sustainable consumption behavior of young adults—namely, pro-environmental and pro-social consumption behavior. The theory-driven conceptual framework presented and tested in this study is focused on consumer engagement. Determined by self-identity and consumer values, the pro-environmental and pro-social consumer engagement of young adults was expected to enhance their pro-environmental and pro-social consumption behavior. In addition, we investigated how young adults' emotional intelligence moderates the strength of the effect of engagement on behavior. Based on data obtained from two countries, analyzed through structural equation modeling, our results show that pro-environmental engagement and pro-social engagement are significant predictors of young adults' pro-environmental and pro-social consumption behavior. Emotional intelligence boosts the effect of engagement on pro-environmental and pro-social consumption behavior, and it has a significant direct effect on pro-environmental behavior.

Uspješan razvoj turističke destinacije determiniran je proaktivnim djelovanjem svih njenih dionika. Ključni dionici turističke destinacije su, pored turista, zaposlenici u turizmu, poslovni subjekti u turizmu kao nositelji turističke ponude, lokalna samouprava, investitori u turističke sadržaje i lokalno stanovništvo. U radu se polazi od postavki da je lokalno stanovništvo zaposleno u turizmu ključni čimbenik koji pridonosi izgradnji prepoznatljivosti destinacije i njene diferencijacije u odnosu na druge turističke destinacije. Na osnovi rezultata prošlih istraživanja i istraživanja na terenu ispituje se kojim mehanizmima lokalno stanovništvo, a posebno oni koji djeluju i zaposleni su u turizmu, pridonose izgradnji marke turističke destinacije. U tu svrhu provedeno je ispitivanje putem anketnog upitnika na namjernom uzorku u više turističkih destinacija u Hrvatskoj. Utvrđeno je da svijest o marki turističke destinacije pozitivno utječe na percipiranu vrijednost marke turističke destinacije te da percipirana vrijednost marke turističke destinacije pozitivno utječe na odanost prema marki turističke destinacije, što u konačnici utječe na razvoj marke destinacije. Rad nije istražio sve utjecajne veličine na stvaranje marke turističke destinacije, u čemu je njegovo ograničenje, ali je ukazao na nova područja istraživanja i potencijal ponuđenih rezultata za upravljačke strukture u turizmu u izgradnji marke turističke destinacije., Successful development of a tourist destination is determined by proactive activities of all destinations’ stakeholders. Besides tourists, the key tourist destination stakeholders are: employees in tourism, organizations in tourism as creators of tourism offer, local authorities, investors in tourist capacity and local inhabitants. The paper builds on the postulation that local inhabitants employed in tourism are the key ingredient that contributes to developing distinguishing elements of a destination and differentiates it from other tourist destinations. Based on previous findings and field research, the paper discusses how local inhabitants, especially ones that are employed in tourism, contribute to the development of a tourist destination brand. With that purpose in mind, field research has been conducted using the questionnaire on a purposive sample of several tourist destinations in Croatia. Brand awareness positively influences brand value of a tourist destination and consequently brand value positively influences brand loyalty of a tourist destination. All this contributes to the development of a tourist destination brand. The paper focuses only on several antecedents of building a tourist destination brand, and this is perceived as paper limitation. But, nonetheless, the paper has indicated new research streams that should be applied and, also, research results offer ideas for managerial structures in tourism that are focused on developing a tourist destination brand.

This paper aims to examine what kind of experience makes summer vacation memorable and consequently how it influences the overall satisfaction with a vacation experience. Based on literature review hypotheses were formulated in order to explore the multidimensionality of memorable tourist experience, the influence of different elements of memorable tourist experience on satisfaction with tourist vacation as well as the influence of satisfaction with vacation experience on the behavioural intention of tourists. For the purpose of the research, empirical research using paper and pencil questionnaire was carried out on the sample of 134 international tourists who visited traditional sun and sea destinations in Croatia in a broader Kvarner region during the summer of 2017. The research results, although of indicative nature only, point out that a memorable tourist experience consists of four different factors, namely hedonism and novelty, local culture, involvement and refreshment. Among them, local culture has the highest impact on overall satisfaction with summer vacation experience. Also, refreshment as a memorable tourist experience influences the overall vacation satisfaction. The research has also confirmed the positive relationship between the following elements: satisfaction with vacation experience on behavioural intentions that were measured through tourists’ intention to return to the destination, to recommend the destination to their friends and relatives, to share experience through social media and to spend more money in tourist destinations. The strongest relationship is between tourist satisfaction with vacation experience and the intention to recommend a destination followed by intention to revisit that destination if they feel satisfied with the experience provided. Managerial implications as well as limitations and ideas for further research are given., Svrha rada je istražiti koja vrsta iskustva turista najviše pridonosi nezaboravnom doživljaju ljetnog odmora i posljedično utječe na ukupno zadovoljstvo doživljajem na odmoru. Temeljem pregleda literature razvijene su i predložene hipoteze u cilju istraživanja višedimenzionalnosti nezaboravnog doživljaja turista, istraživanja utjecaja različitih elemenata nezaboravnog doživljaja turista na ukupno zadovoljstvo doživljajem na odmoru, kao i istraživanja povezanosti zadovoljstva doživljajem na odmoru i namjere ponašanja turista u budućnosti. Da bi se postigla svrha istraživanja, provedeno je empirijsko istraživanje pomoću anketnog upitnika koji je proveden na uzorku od 134 inozemna turista koji su tijekom ljeta 2017. godine boravili u tradicionalnim ljetnim destinacijama u Hrvatskoj na širem području Kvarnera, čija se ponuda temelji na moru i suncu. Rezultati istraživanja iako indikativni po svojoj prirodi ukazuju da se nezaboravni doživljaj turista sastoji od četiri različita faktora, odnosno od hedonizma i želje za novotarijama, lokalne kulture, uključenosti i osjećaja osvježenosti. Među njima lokalna kultura ima najveći utjecaj na ukupno zadovoljstvo s doživljajem na odmoru. Istraživanje je također potvrdilo pozitivnu povezanost zadovoljstva s doživljajem na odmoru i namjere ponašanja turista u budućnosti. Namjere ponašanja turista u budućnosti ispitivale su se kroz namjeru povratka u destinaciju, namjeru preporuke posjete destinaciji prijateljima i rođacima, dijeljenje iskustva putem društvenih medija te namjeru da se potroši veći iznos novaca u turističkoj destinaciji. Najsnažnija veza utvrđena je između zadovoljstva turista doživljajem na odmoru i namjere da se preporuči posjet destinaciji. Sljedeća po jačini je povezanost namjere da se ponovi posjet destinaciji ako su turisti zadovoljni doživljajem odmora. Također, rad sadrži i implikacije za menadžere te ograničenja i preporuke za buduća istraživanja.

Purpose – The focus on building and developing partner relationships can help hotels to improve their business. Consequently, relationships with partners like: suppliers, hotel guests, tourist agencies, tourist offices and employees are developed as they react to environmental changes and consequently influence perceived financial and non-financial hotel performance. Hence, the purpose of this paper is to explore partner relationships and their influence on perceived hotel performance. // Design/Methodology/Approach – Based on previous literature, a conceptual model has been developed and empirically tested through a questionnaire applied on a sample of hotel managers in Croatia. Scales from previous literature were used. The sample consists of 266 managers in hotels. The results were analysed using multiple regression analysis and these constructs have been tested for their reliability and validity through confirmatory factor analysis. // Findings – Research findings indicate that relationship quality elements contribute to the development of perceived hotel financial and non- financial performance. Commitment and satisfaction influence perceived hotel performance while trust is found to have no effect. Moreover, commitment has more influence on perceived non- financial performance and satisfaction, than perceived financial performance. // Originality of the research – The study demonstrates different influences that relationship quality elements have over perceived financial and non- financial hotel performance.

The present study proposed and tested a conceptual model incorporating perceived service quality, customer-perceived value, and repurchase intention in a highereducation context. The main purpose was to empirically investigate the relationships between these concepts ; thus, three hypotheses were postulated. Empirical data were collected among undergraduate students in Bosnia and Herzegovina and Croatia. A total of 735 cases were used to assess the overall fit of the proposed model and to test hypotheses using covariance-based structural equation modelling. The results support the proposed conceptual model, showing that perceived service quality and customer-perceived value have a positive and significant influence on repurchase intention, as well as that perceived service quality has a positive and significant impact on customer-perceived value. Therefore, the study contributes to the existing literature reporting the findings on quality and value in an educational context, with evidence from South Eastern Europe. Implications of the results are discussed, and recommendations for future research are made.

Purpose – The purpose of this paper is to highlight the need for cooperation between tourists and travel professionals in creating a memorable visitor experience. The objectives of the study are twofold: first, to explain the concept of tourist experience co-creation and, second, to explore the relationships among tourist experience co-creation, customer satisfaction, overall travel satisfaction and customer loyalty towards travel professionals. Methodology – The study uses constructs from past literature. A survey was conducted on a convenience sample of 422 Croatian residents who had travelled at least once in the year prior to the study. The hypotheses were empirically tested and validated by partial least square structural equation modelling (PLS-SEM). Findings – Participation in the co-creation process of an experience, together with travel professionals, positively affects customer satisfaction. Further, customer satisfaction with cocreation has a positive effect on overall travel satisfaction and customer loyalty to travel professionals. There is also evidence that overall travel satisfaction positively affects customer loyalty to service provider. Contribution – This study contributes to the knowledge of tourist experience co-creation within the theory of service-dominant logic and customer behaviour. The scientific contribution is found in testing the influence of tourist experience co-creation on tourist satisfaction and loyalty. The applicable contribution emphasises the necessity to include tourists as an active, involved and participating part in the process of providing services. Their involvement in this process will positively affect their satisfaction and loyalty.

By maintaining continuous satisfaction and high level of the brand’s equity the customers express the intention of long-term buying of product and their choice spreads on other products in the organization’s portfolio. By developing a brand which represents value to the customers, the customers’ satisfaction will grow reinforcing relationship between satisfaction and brand development. Purpose of this paper is to obtain insight about the relationship between elements of brand equity and customer loyalty among self-medication products. The research results show that elements of brand equity do increase customer brand loyalty. But not all elements do contribute in the same manner.

It is in a human nature of every single individual to live in a society and communicate and collaborate with people by building relationships and communities. These relationships are based on mutual understanding and collaboration. But, if individuals are not taking into account wellbeing of other people, their relationship suffers and finally it is doomed to an end. Ethics of care is normative ethical theory taking into consideration those particularly vulnerable to our choices and their outcomes deserve our extra consideration. More specifically, focus in a relationship is shifting towards understanding individuals involved in that relationship and their needs to be completely satisfied (Eisler, 2007; Held, 2006). Consequently trust among stakeholders is augmented and strengthen (Dobson & White, 1995). For organizations this means that they will be successful at the marketplace even when their business is based on ethical premises (Liedtka, 1996). Students entering business world are under strong peer and environmental influences. Their mind set about ethical conduct is severely endangered (Giacalone & Promislo, 2013). Some of them are adapting to the unethical organizational norms. Others have built their attitudes based on family relationships, taking care about others and assuming that each individual will be better off if everybody is taking care about each other. This other group has better possibilities in today's business world. Research showed that students’ ethical perception is in contradiction to the normative ethical theory of care. Moreover students perceive their future business environment as extremely pessimistic, and unethical. When students perceive themselves working within the organization they value much higher the individual values and ethical standards than organizational point of view on ethical issues. Concluding, students have a very low level of acceptance of normative ethics of care viewpoints; perceive their future working environment as extremely unethical. Nevertheless they do not easily accept the passive status of the individual being in conflict with the organizational understanding of the unethical behaviour. Furthermore, paper offers implications for developing ethics of care among business major students. Hence, there should be a systematic approach of raising the level of students’ acceptance on normative ideas of ethics of care. Students, that are generation Y, are raising their voice if feel under the pressure and not willing to let go the personal ethical norms. The formal education, with the special emphasis from marketing and management standpoint, should offer them support in the fight for the future resistance and against turnover towards organizational unethical behaviour.

This paper explores the relationship between customer loyalty and its seldom researched antecedents: relationship commitment, relational equity and company image. The proposed conceptual model is tested with data gained from customers of mobile telephone operators. The results show that relationship commitment and relational equity have a statistically significant positive influence on customer loyalty. In addition, the results of hierarchical multiple regression analysis reveal that the number of different mobile operators a person uses is not related to customer loyalty when relationship commitment, relational equity and company image are included in the model. Drawing on the results, the paper offers implications for managing customer loyalty.

Purpose – The purpose of this paper is to research the travel agencies’ communication with market segments. Communication with market segments takes into account marketing communication means as well as the implementation of different business orientations. Design – Special emphasis is placed on the use of different marketing communication means and their efficiency. Research also explores business orientation adaptation when approaching different market segments. Methodology – In exploring marketing communication means, insights from Van der Merve (2003) were used. A selling orientation-customer orientation (SOCO) scale (Periatt, LeMay and Chakrabarty 2004) was implemented for exploring travel agencies’ business orientation. In exploring travellers’ motivations, insights from Ružic, Turkalj and Racic (2003), and Tomas Summer (2010) were used. Findings – Research results indicate that additional efforts should be made in restructuring travel agencies’ promotional budgets. Marketing communication means are not used according to the efficiency of their allocation. Therefore, the efficiency of marketing communication means used for reaching target markets should be taken into account. Additionally, travel agencies adapt their business orientation according to the importance of market segments. But future development and interaction with market segments should also be taken into account when adapting business orientation. Originality of this research – The originality is evident in the insights it provides about travel agencies’ communication efforts on target markets. It is original because it applies a selling orientation-customer orientation to a travel agency setting, and its research results indicate that business orientation implementation depends on the target market.