The development of modern economies is based on the development of companies. Business communication in them is very interesting for research, especially which variables affect it. In order for a company to achieve a competitive advantage over other companies in the environment and achieve good...

Creating websites and social media marketing is an integral part of business activities in companies. The Building and managing the brand is the most complex task in the contemporary market and tourism business. Strategic brand management focuses on a brand program that contains a plan for...

This paper interprets and analyzes the innovative paradigm of creating and applying a strategic concept and approach to branding and brand communication. The modern business environment affirms the need for continuous research and analysis of current trends in business in order to create and...

There is a growing interest for sustainable tourism and ecotourism on a global level. The concept of ecotourism stresses the human responsibility to the natural environment in a way that ensures the sustainable and responsible relationship of tourism and travel industry to environment....

Purpose - The aim of this paper is to verify whether the "family entrepreneurship" model is an important development opportunity for Croatian tourism and whether family businesses, with their innovative approach to designing a tourist product, change the trends in the tourist market and whether...

Nautical tourism represents a significant segment of tourism in many destinations around the world, including in Serbia. This paper investigates the role of nautical tourism as a key tourist product in the context of improving tourism in Serbia. The goal of the research is to analyze the...

Purpose - This paper focuses on the resilience of small entrepreneurship in the tourism sector of the Republic of Croatia during the global health crisis caused by the Covid-19 pandemic. Small and medium-sized enterprises (SMEs) are more vulnerable compared to larger businesses but are also more...

Motivation is a complex and dynamic factor that contributes to business success. Many factors influence the motivation of employees. The paper examines the influence of leadership on the motivation of employees in the tourism sector. The empirical research was conducted in September 2023. using...

In recent decades, tourism has evolved into one of the largest, fastest-growing, and most dynamic industrial sectors, encompassing various complementary businesses across diverse fields. The pivotal role of local knowledge in shaping tourism services and products in rural areas cannot be...

In the evolving landscape of e-commerce, digital skills serve as a fundamental determinant of effective engagement, influencing the overall online purchasing experience and the ability to address encountered problems. This research, based on Eurostat data for 2021 across 36 European countries,...