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Purpose – Today's tourists are increasingly looking for an active, healthy and meaningful way to spend their time at a destination. The purpose of this study, therefore, is to determine the key dimensions of memorable tourism experiences (MTEs) that influence tourists' satisfaction with the vacation experience motivated by the beauty of nature and landscape, as well as the impact of satisfaction with vacation experience on behavioural intentions. Design – Using a structured questionnaire on pencil and paper, data were collected from a sample of 334 travellers who were citizens of the Republic of Croatia and whose primary motive for travel was to visit a natural attraction. Methodology/approach – The questionnaire adopted previously validated scales and was used to explore MTEs, satisfaction with the vacation experience and behavioural intentions. The hypotheses were empirically tested using partial least square structural equation modelling. Findings – The results show that not all MTE dimensions influence satisfaction with the vacation experience among tourists whose primary travel motive was the beauty of nature and landscape. Hedonism, refreshment, and involvement as MTE dimensions had a statistically significant influence on satisfaction with the vacation experience. In addition, satisfaction with the vacation experience had a statistically significant influence on several behavioural intentions, with the strongest influence on intention to recommend. Originality of the research – Tourists in nature-based destinations were found to exhibit specific behaviours, as not all MTE dimensions contribute equally to satisfaction with the vacation experience. This study extends the body of knowledge on tourism experience theory by empirically testing its premises on tourists motivated by the beauty of nature and landscape.

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.

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 examines the relationship between digitalization and sustainable development and presents the composite index used for measuring the digital competitiveness of nations – the Digital Economy and Society Index (DESI). Today’s environment is highly dependent on technological capabilities. Tracking contemporary technological development is becoming crucial at both micro and macro level. One of the major revolutions in modern business is switching from traditional to digital business models for achieving higher competitiveness level. Digitalization is one of the primary impetus of today’s development. To accept and implement these changes, it is important to highlight the macromarketing role in this process. It is necessary to have concrete measures for identifying the shortcomings, good practices, and track the development. For this purpose, European Commission developed DESI to measure digital performance of European Union countries. This paper examines the DESI methodology and observes how the digital performance of EU affects main sustainable development components: economic, social, and environmental. Thus, the paper explores the correlations of DESI and other composite indices that measure sustainability components. Besides, the research examined the relationships between Hofstede’s cultural dimensions and digital performance. The paper highlights the importance of digitalization as another crucial component of society’s sustainable development., Rad istražuje vezu između digitalizacije i održivog razvoja društva te analizira kompozitni indeks koji se primjenjuje za mjerenje digitalne konkurentnosti nacije – Indeks digitalne ekonomije i društva (Digital Economy and Society Index – DESI). Današnje okruženje je visoko zavisno o tehnološkim sposobnostima. Praćenje suvremenog tehnološkog razvoja postaje izrazito važno kako na mikro tako i na makro nivou. Jedna od glavnih promjena u modernom poslovanju je prelazak od tradicionalnog načina poslovanja prema digitalnom poslovanju kako bi se dosegnula viša razina konkurentnosti. Digitalizacija je jedan od glavnih pokretačkih sila suvremenog razvoja. Kako bi se prihvatile i implementirale promjene koje se dešavaju u društvu potrebno je naglasiti ulogu makro- marketinškog sagledavanja cijelog procesa promjena. Važno je imati konkretne mjere za identificiranje nedostataka, dobrih praksi i praćenja razvoja. S tim ciljem, Europska komisija razvila je DESI indeks kako bi mjerila i pratila digitalne performanse država članica Europske unije. Rad istražuje DESI metodologiju i promatra kako su digitalne performanse EU država povezane s glavnim komponentama održivog razvoja: ekonomskim, društvenim i okolišnim. Dakle, rad istražuje korelacije između DESI indeksa i ostalih kompozitnih indeksa koji mjere komponente održivog razvoja društva. Pored navedenoga, istraživanje obuhvaća i povezanost Hofsteadovih dimenzija kulture i digitalnih performansi. Rad naglašava važnost digitalizacije kao ključnog elementa održivog razvoja društva.

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 research is to explore the factors that influence the future behaviour of theatre audience. The authors hypothesized that the audience engagement could be the key factor and the answer to the question: What makes the theatre audience return? Methodology – The research was conducted on a sample of 537 respondents from Croatia that have visited either Croatian National Theatre in Osijek or in Rijeka in the past two years. This precondition was ensured through filter question on the beginning of the survey and 452 respondents have satisfied the precondition. The data was gathered through highly structured questionnaire designed based on scales and items adapted from previous research. Structural equation modelling (SEM) in LISREL was used to analyse the data. Findings – Research results suggest that future behaviour of theatre audience is positively influenced by perceived value of theatre performances and customer engagement. Contradictory to previous findings, quality of performance has no influence on future behaviour. Also, mediator effects are explored. Managerial implications are discussed and suggestions for marketing managers in theatres offered. Originality of the research – This research contributes to the development of the theory on customer engagement in general and in the context of non-profit marketing as well as theatre marketing. It provides the empirically based answers to research questions related to the predictive power of engagement as well as other suggested variables. The study also contributes to understanding the determinants of future behaviour of theatre audience in Croatia

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.