Hotel and Tourism Management

External whistleblowing in the scope of relativism, risk taking propensity and fear of retaliation: An investigation in Turkey’s tourism industry

Selda Guven — 2026-06-18

Purpose – This study examines how employees in the tourism sector perceive and engage in external whistleblowing, with a particular focus on the roles of ethical relativism, risk-taking propensity, and fear of retaliation. Methodology – Employing a quantitative research design, the study analyzes data collected from 405 tourism employees in Turkey through descriptive statistics, factor analysis, and regression-based moderation analysis. Findings – The findings indicate that the most frequently observed unethical practices include discrimination, workplace bullying (mobbing), and mismanagement of resources. Notably, the results also highlight a general reluctance among employees to report such behaviors to external authorities. Furthermore, fear of retaliation was found to moderate the relationship between individuals’ risk-taking propensity and their likelihood of engaging in external whistleblowing. Implications – In response to increasing instances of corporate misconduct and the resulting decline in public trust, the development of regulations focused on corporate and organizational ethics has become essential. Within this context, whistleblowing is recognized as a crucial mechanism for detecting and preventing unethical practices within organizations.

Understanding burnout in the HoReCa sector: The role of personal and work-related factors

Pero Labus — 2026-06-18

Purpose – This study explores what causes burnout among employees in the HoReCa sector, focusing on how factors like gender, age, education, type of employment, and work experience relate to the three key aspects of burnout measured by the Maslach Burnout Inventory. Methodology – Data were collected through an anonymous online survey containing profile questions and items from the Maslach Burnout Inventory. The survey was shared by HoReCa managers in Serbia, Croatia, Montenegro, and Bosnia and Herzegovina, resulting in 1,234 completed responses between January and October 2024. The data were analyzed using IBM SPSS Statistics 26.0. Findings – The results indicate that factors such as age, type of employment, gender, education, and work experience all contribute to shaping burnout levels among employees in the HoReCa sector. However, age and employment type emerge as the most influential, while the effects of gender, education, and work experience appear to be more subtle. Implications – Burnout is a multifaceted condition, shaped by individual traits and specific work experiences. Tailored interventions, addressing the specific needs of employees based on their gender, age, education, type of employment and work experience, could help mitigate burnout and improve employee well-being and performance in the HoReCa sector.

Tourism dynamics in South-East Europe: Similarities and predictability

Cvetko Andreeski — 2026-06-18

Purpose – This study investigates the dynamics and common tourism patterns of selected countries in South-East Europe in the post-COVID-19 period. The main goal is to classify the countries by inter-country similarities and differences in tourist flows while assessing predictability in tourism demand across the region. Methodology – The research analyzes monthly tourist arrivals for the period 2022–2025 in Albania, Bosnia and Herzegovina, Bulgaria, Croatia, Greece, Montenegro, North Macedonia, Serbia, and Slovenia. It employs K-means and Density-Based Spatial Clustering of Applications with Noise (DBSCAN) clustering to identify time series patterns, while a Seasonal AutoRegressive Integrated Moving Average (SARIMA) panel data model provides a one-year forecast to 2026. Findings – Results reveal three groups: Cluster 0 (Albania, Bulgaria, Croatia, North Macedonia, Slovenia) with similar patterns; Cluster 1 (Bosnia and Herzegovina, Greece, Montenegro); and Serbia as an outlier. Seasonality is lowest in Serbia and highest in Albania and Bulgaria. Forecasts predict the largest growth in Albania (21%), moderate gains in Bosnia and Herzegovina, Bulgaria and Montenegro (6-8%), modest increases in Serbia and Greece (2-3%), slow growth for Croatia (1%) and stagnation for North Macedonia. Implications – This research advances the literature on regional tourism forecasting and supports policymakers in targeting low-seasonality destinations for stable planning and high-growth areas for capacity expansion, enhancing tourism resilience of South-East Europe.

The influence of the social network Instagram on tourist destination choice: Behavior of generations Y and Z

Mihajlo Đurović — 2026-06-18

Purpose – The objective of this study was to analyze the effect of various determinants included in the UTAUT2 model, with the addition of the construct of perceived trust, on the intention and actual behavior of Instagram users when choosing a tourist destination, with special reference to the behavior of two generational cohorts. Methodology – The study was conducted through an online survey on a sample of 531 respondents from Serbia. The questionnaire is constructed on validated scales and modified to the framework of using Instagram when choosing a tourist destination. Data analysis was performed in the programming language R, using the Pslpm package. Results – Across the entire sample, habit, hedonic motivation, social influence, and perceived trust impact behavioral intention, while habit, trust, and behavioral intention predict actual behavior. However, the findings showed that generational affiliation moderates the affiliation among enabling circumstances and authentic performance, with the consequence being positive and significant for Generation Z, but not for Generation Y. Implications – Theoretically, the discoveries confirm the status of integrating perceived trust into the UTAUT2 model and indicate a reduced role of technical factors in digitally literate populations. Practically, it is recommended to use formats and functionality of Instagram that are closer to younger users.

Digital transformation in rural wine tourism: Lessons from Goriška Brda, Slovenia, for developing smart rural destinations in Serbia

Drago Cvijanović — 2026-06-18

Purpose – This study investigates the impact of digital innovation and sustainable practices on tourist behavior and destination attractiveness in rural wine regions, using Goriška Brda (Slovenia) as a case study. The goal is to identify key factors that influence visitation to smart rural wine destinations and explore how these practices can be adapted to enhance wine tourism in Serbia. Methodology – The research employed a quantitative approach, surveying 383 tourists in Brda municipality. Data were collected via a structured questionnaire using a five-point Likert scale. Factor analysis revealed three key constructs – VineTech Tourism, Smart Sustainability, and Digital Oenotravel – which were validated through Structural Equation Modeling (SEM) to test interrelationships and the theoretical model. A post-positivist epistemological approach guided the research design. Findings – The results confirmed that tourists value a blend of digital connectivity, sustainability, and immersive experiences. All three constructs significantly influenced tourist attitudes, supporting the hypothesis that smart rural tourism drives destination appeal and competitiveness. The 25–44 age group, particularly those with higher education, showed the strongest alignment with smart tourism values. Implications – Goriška Brda’s model offers a transferable blueprint for Serbian wine destinations, emphasizing community-based, tech-enabled, and sustainability-driven development to enhance rural tourism competitiveness and visitor engagement.

Uncertainty avoidance and security threats, tourist ethnocentrism, and cultural intelligence as determinants of foreign travel destination selection

Žaklina Spalević — 2026-06-18

Purpose – The development of information systems and transportation networks has enabled greater human mobility and simplified the organization of both business and tourist trips abroad. The aim is to test the impact of uncertainty avoidance and security threats, tourist ethnocentrism, and cultural intelligence on the selection of foreign tourist destinations. Methodology – The research was implemented in the Republic of Serbia at the end of 2024 using a questionnaire with the participation of 608 respondents, and their responses were analyzed using the software SmartPLS 4. Findings – The analysis revealed that uncertainty avoidance, security threats, and tourist ethnocentrism exert a negative influence, while cultural intelligence exerts a positive influence on respondents’ decisions regarding the selection of foreign tourist destinations. The degree of uncertainty avoidance, security threats, and tourist ethnocentrism was higher among respondents with lower levels of education and monthly income, whereas the degree of cultural intelligence was more pronounced among respondents with higher levels of education and income. Implications – The implications lie in the implementation of a holistic approach when conceptualizing the model and providing relevant insights for the formulation of strategies in the field of tourism.

Impact of the elements of sustainability on consumer value and satisfaction: International tourists’ perspective

Milivoj Teodorović — 2026-06-18

Purpose – Previous research on sustainability, consumer value, and satisfaction of international tourists has revealed different outcomes and varying relationships. From the perspective of international tourists, the current study investigates the impact of the elements of sustainability on consumer value and satisfaction. Methodology – Based on the survey data from international tourists visiting Serbia, Partial Least Square (PLS) method determines relationship between sustainbility dimensions, consumer value and satisfaction. Findings – The results confirmed the validity, the dominant role of the economic and environmental elements, the robustness of the proposed models, and the existence of the sustainability – consumer value – satisfaction value chain. Implications – The findings contribute to the sustainability literature by highlighting previously overlooked fallouts demonstrating how the components of observed sustainability can be essential in perceived consumer value and satisfaction in an international tourist destination. The study offers a roadmap for further development and planning.

Hotel ESG performance: A new competitive arena

Vesna Milovanović — 2026-06-18

Purpose – The paper aims to highlight the increasing importance of hotel environmental, social, and governance (ESG) performance as a factor of sustainable competitiveness, and to assess convergence, divergence, and trends at the industry level. Methodology – A qualitative content analysis was conducted of the most recent ESG, sustainability, or responsible business reports published by eight major global hotel groups. The sample includes both integrated and franchise-heavy business models, allowing an assessment of the influence of ownership structures on ESG implementation. Findings – The results indicate that there is a profound change in the global hotel industry, where ESG performance is no longer just a side issue, but a key dimension of competitiveness. All examined hotel companies show strong commitment to ESG practices; however, different approaches are noticeable as well as the impact of ownership structure on the ESG performance. Implications – The present work complements the existing and still vague literature on hotel ESG performance by identifying emerging trends in the industry and practices adopted by the global hotel companies. It also reveals possible alternatives to other hotel companies, especially by demonstrating the relation between ownership structure and ESG practices.