Hotel and Tourism Management

Impact of tourism on economic growth and CO2 emissions in the EU: A dynamic panel threshold analysis

Vladimir Mihajlović, Tijana Tubić Ćurčić, Nemanja Lojanica, Nikolina Mihajlović — Fri, 27 Jun 2025 00:00:00 +0200

Purpose – The development of tourism provides significant support for economic growth, and also generates environmental effects that are generally not positive. Accordingly, this paper aims to explore the dynamic effects of tourism development in 27 European Union countries on economic growth and carbon dioxide (CO₂) emissions. The objective is to empirically examine the correctness of the tourism-led growth hypothesis (TLGH) and the Environmental Kuznets Curve (EKC). Methodology – The study applies a dynamic panel threshold regression to investigate whether the effects of tourism on economic growth and CO₂ emissions change after reaching a certain level of development (threshold). Findings – The research results support the validity of both the TLGH and EKC hypotheses. An increase in tourism development (measured by international tourists’ receipts) stimulates economic growth. Additionally, tourism contributes to a lower marginal increase in CO₂ emissions if international tourists’ receipts per capita exceed the threshold of $1,768 or if a country’s GDP per capita surpasses $17,570. Implications – This paper contributes to the theoretical literature of the nexus between tourism, economic growth, and environmental effects by applying an advanced econometric methodology. Empirical research findings show that after reaching a specific development threshold, tourism fosters economic growth while reducing negative environmental impacts.

Empirical analysis of tourists’ intentions regarding food waste in Serbian hotel industry

Slobodan Glišić, Predrag Stamenković — Fri, 27 Jun 2025 00:00:00 +0200

Purpose – Food waste management is becoming an increasingly significant global challenge, especially in the hospitality industry, where large amounts of waste are generated, leading to negative environmental, social and economic consequences. This research explores how tourists perceive food waste in Serbian hotels, aiming to uncover the main psychological drivers that influence their intentions to minimize such waste. Methodology – The study uses an adapted Norm Activation Model (NAM) to analyze the effects of awareness of the consequences of food waste, sense of responsibility and personal norms regarding tourists’ intentions. Results – The results indicate that these factors significantly contribute to shaping sustainable behavior, with awareness of the consequences being the most critical. Implications – Incorporating psychological insights into food waste strategies, as suggested by the findings, could serve as a catalyst for implementing sustainable measures in hospitality services.

From “Experiencers” to “Souvenir buyers”: Segmenting Serbian tourists based on motivations for purchasing local liqueurs while travelling

Marijana Seočanac, Sonja Veljović, Marija Kostić, Katarína Hrobňová — Fri, 27 Jun 2025 00:00:00 +0200

Purpose – The main purpose of this paper is to investigate the motivations of Serbian tourists to buy authentic local liqueurs while travelling. By analysing various intrinsic and extrinsic factors that influence these purchasing decisions, the study also attempts to identify different segments of tourists with different motivations for buying liqueurs. Methodology – Data from a sample of 133 buyers were analysed using hierarchical and k-means cluster analysis. Discriminant analysis was used to validate the classification, while ANOVA was used to confirm significant differences between the clusters. Pearson’s chi-square test was used to compare the clusters on different characteristics, and descriptive statistical analysis was used to describe each cluster. Results – Three distinct segments of buyers were discovered based on their motivations for purchasing local liqueurs while travelling, namely “Experiencers”, “Aesthetes” and “Souvenir buyers”. Each segment is presented in terms of key motivating factors, liqueur purchase and demographic characteristics. Implications – The findings of this study provide valuable insights for liqueur producers and sellers, enabling them to develop targeted marketing strategies tailored to specific customer segments. Furthermore, this study represents an important step in bringing liqueurs into the wider academic discussion within tourism research, highlighting their potential to enrich tourists’ cultural experiences and increase the destination’s attractiveness.

The mediating effect of artificial intelligence marketing strategy on the relationship between value co-creation and business performance of travel agencies

Jelena Jevtić, Dražen Marić, Ksenija Leković — Fri, 27 Jun 2025 00:00:00 +0200

Purpose - This study delves into the relationship between value co-creation and business performance in travel agencies. Furthermore, the study examines the mediating role of artificial intelligence (AI) marketing strategies in travel agencies. Methodology – The study used questionnaires to collect primary data from the respondents, which were subsequently analyzed using the Smart-PLS software. Data collection focused on individuals employed in travel agencies within the Republic of Serbia, aiming to empirically test the study’s hypotheses. Findings – The findings highlight the importance of value co-creation in achieving superior business performance. They also suggest that implementing artificial intelligence marketing strategies positively correlates with the business performance of travel agencies in the Republic of Serbia. Finally, the findings illustrate a significantly positive relationship between AI-based marketing strategies, value co-creation, and business performance of travel agencies in the Republic of Serbia. Implications – Artificial intelligence has become a key topic for tourism organizations. A marketing strategy based on artificial intelligence, combined with feedback from service users, is likely to enhance the performance of service organizations.

Economic indicators of rural destination development oriented to tourism management: The case of ethno villages in Western Serbia

Aleksa Panić, Aleksandra Vujko, Miroslav Knežević — Fri, 27 Jun 2025 00:00:00 +0200

Purpose – This paper explores the economic indicators of rural destination development focused on tourism management, with a specific emphasis on four ethno villages in Western Serbia. Our study, conducted from May 2022 to May 2023, gauges the local community’s perceptions of tourism’s economic impacts, particularly on women’s roles and overall quality of life. Methodology – Utilizing Chi-Square Tests, we assessed key economic dimensions such as employment, arts, agriculture, tourism, and investments. This methodological approach allows for a comprehensive examination of the multifaceted economic aspects relevant to rural destination development. Findings – The results of our study reveal positive influences on various economic dimensions, underscoring the transformative effects of rural tourism. Notably, observed economic aspects exhibit encouraging trends, emphasizing the potential for rural tourism to contribute positively to the economic landscape. Implications – Despite the positive outcomes, persistent gender imbalances underscore the need for targeted interventions aimed at enhancing women's participation in the local economy’s development. This study contributes valuable insights into the nuanced relationship between rural tourism and economic advancement, emphasizing the imperative for inclusive strategies in tourism management and addressing gender disparities for comprehensive rural development.

Digital literacy of farmers in the context of rural tourism services provision in Serbia

Vesna Paraušić, Danijela Pantović, Branko Mihailović, Katica Radosavljević — Fri, 27 Jun 2025 00:00:00 +0200

Purpose – Digital transformation in the sector of rural tourism, along with the digital literacy of farmers, is increasingly becoming an imperative for the successful operation of rural tourist households. However, research in this field is scarce in Serbia, which motivated the authors to explore it in more detail. The aim of the research was to examine the awareness of the members of rural tourist households of the need and importance of possessing digital literacy for managing the tourist offer, as well as to study the factors affecting this awareness. Methodology – We used online survey research and a semi-structured questionnaire designed for these needs. The sample involved 131 rural tourist households. Conclusions were drawn using descriptive statistics and non-parametric statistical technique for comparing groups Kruskal-Wallis test. Findings – Members of rural tourist households in Serbia are highly aware of the need and importance of digital literacy for performing tasks in the field of rural tourism. The Kruskal-Wallis test showed that only the respondents’ attitude towards the importance of marketing for rural tourism development had a statistically significant effect on these attitudes (p=0.000). Implications – Despite the subjectivity inherent in this research, the obtained results enrich scientific knowledge in this field and provide useful information for practitioners and policymakers in the areas of rural development and rural tourism.

Rural tourism in line with green and technological development: EU perspectives

Miloš Dimitrijević — Fri, 27 Jun 2025 00:00:00 +0200

Purpose – Considering the need to diversify activities in the EU rural areas, as well as significant greenhouse gas emissions from tourism, this paper aims to examine the importance of sustainable rural tourism based on green and smart technologies for the economic development of the EU. Methodology – OLS panel regression was used to examine the impact of rural tourism and the factors that contribute to its development on the economic development of the EU. The development of rural tourism compared to urban tourism in the EU was evaluated using the Mann-Whitney U test, while the Friedman test was used to monitor the trend of rural tourism in the period 2012-2023. Findings – Rural tourism and the factors that contribute to its development, such as internet users and employment in rural areas, have a positive impact on the economic development of the EU, while greenhouse gas emissions have a negative impact. Rural tourism is more developed than tourism in urban areas, but only in recent years has it reached its pre-pandemic level of development. Implications – Important EU strategic documents dealing with rural development, such as the LEADER program, the EU Green Deal, the EU Common Agricultural Policy and the European Strategy should implement the recommendations related to rural tourism development in line with smart, sustainable and inclusive growth.

The impact of digital marketing on customer satisfaction in dental tourism in Serbia

Bojana Ostojić, Dženis Bajramović, Milena Cvjetković — Fri, 27 Jun 2025 00:00:00 +0200

Purpose – The study aims to examine the impact of digital marketing on customer satisfaction and loyalty in dental tourism, focusing on Serbia. Key digital marketing elements analyzed include website quality, social media presence, online reviews, price transparency, and the promotion of additional services, alongside customer satisfaction factors such as trust, engagement, risk perception, and value perception. Methodology – The research was conducted through an online survey with 220 respondents who used dental services in Belgrade and its surroundings. The collected data were analyzed using correlation and regression analysis to determine the relationship between digital marketing factors and user satisfaction and loyalty. Findings – The results indicate that online reviews and website quality have the most significant positive impact on customer trust and satisfaction, while social media presence and the promotion of additional services have a moderate influence. Price transparency emerged as a crucial factor shaping customer perceptions of dental services. Implications – The findings highlight the importance of digital marketing in dental tourism and can help dental clinics develop more effective marketing strategies. Future research could explore the long-term effects of digital marketing and conduct comparative analyses of different dental tourism markets.