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Turistička vrijednost moderne turističke destinacije ovisi o upravljanju i organizaciji društvenim, povijesnim, kulturnim i prirodnim resursima kao jedinstvenom turističkom cjelinom. Promjena trendova u kulturnom turizmu te razvoj tehnologije utječe na stvaranje novih proizvoda kulturnog turizma i načina promocije istih. Virtualna i proširena stvarnost otvara nove načine promocije ali i konzumacije usluga kulturnog turizma. Destinacije se prilagođavaju promjenama stvarajući turističku ponudu primjerenu održivom razvoju a virtualnu i proširenu stvarnost koriste s ciljem usvajanja novih trendova, posebno onih uvjetovanih pandemijom Covid-19. U uvjetima koje pred turizam postavljaju nova pravila putovanja i drugačija očekivanja turista, s naglaskom na socijalnu distancu, očuvanje zdravlja turista, lokalnog stanovništva i okoliša, virtualna stvarnost i digitalne tehnologije pomažu pri realizaciji i stvaranju novih oblika kulturnog turizma. Ciljevi ovog preglednog rada su utvrditi promjene kulturnog turizma kao rezultat pandemije Covid-19 te primjene novih tehnologija poput virtualne i proširene stvarnosti u razvoju kulturnog turizma i utvrditi mogućnosti razvoja kulturnog turizma u okviru novih trendova. U radu je korištena povijesna metoda, istraživanje za stolom, analiza i sinteza. Doprinos rada ogleda se u primjeni novih trendova koji su rezultirali promjenama ponašanja turista u uvjetima pandemije kao i spoznajama o mogućnostima razvoja različitih modela konzumacije kulturnog turizma u skladu s novim tehnološkim dostignućima.

Poduzetničke aktivnosti u sveučilišnom sustavu nastale su s ciljem ostvarenja ekonomskog rasta te stvaranja dodatnih prihoda sveučilišnih. Kao jedan od glavnih instrumenata sveučilišnih poduzetničkih pothvata je osnivanje „spin-off“ poduzeća u sveučilišnom vlasništvu, čija brojnost raste u svijetu. Predmet istraživanja bavi se izučavanjem pojma Sveučilišnog poduzetništva, prednostima koje ima za ekonomiju i društvo u cjelini ga ostvariti u praksi visokog obrazovanja. U radu se predlaže pokretanje poduzetničkog pothvata inovativnog turističkog obrazovnog programa, „Akademije za turističke vodiče“. Ciljevi rada su istražiti mogućnosti primjene sveučilišnog poduzetništva na konkretnom primjeru inovativnog turističko- edukativnog cjeloživotnog pothvata kroz akademiju za turističke vodiče. Istraživanjem provedenim 2017. (Gregorić at al) među turističkim vodičima u Republici Hrvatskoj utvrđeni su potreba i interes ispitanika za zajedničkom institucijom cjeloživotnog obrazovanja u kojoj bi se organizirano, stručno, u skladu s potrebama tržišta stjecale nove kompetencije, izmjenjivala postojeća znanja te unaprjeđivala kvaliteta turističkih vodiča u Republici Hrvatskoj. Autor rada predlaže konkretne aktivnosti osnivanja inovativnog sveučilišnog poduzetničkog pothvata „Akademije za turističke vodiče“ u suradnji sa sveučilištem ili drugom institucijom visokog obrazovanja u Republici Hrvatskoj. „Akademija za turističke vodiče“ bi se osnovala kao “spin-off” poduzeće u vlasništvu sveučilišta i postala jedinstveno mjesto usavršavanja i edukacije turističkih vodiča u svim aspektima njihovog djelovanja ; sadržajnom, kulturološkom i društvenom. Metode korištene u ovome radu su povijesna, istraživanje za stolom, analiza, sinteza, indukcija, dedukcija te promatranje iz stvarnog života. Izvor inovativne ideje rezultat je iskustva autora koji ima dugogodišnje iskustvo rada u menadžmentu usluga i visokog obrazovanja, te visoku razinu obrazovanja u području menadžmenta u turizmu. Osnivanjem „spin-off“ poduzeća od strane sveučilišta, institucija bi postala prva ovakva institucija u Europi te generator znanja i razvoja struke turističkih vodiča a poslovna aktivnost bi povećala prihode institucije, što su ujedno i doprinosi rada.

The main purpose of this study was to illustrate how highly rated hotels operating in Russia and Croatia are positioning their CSR practices on their web sites with the special emphasis on their CSR measures, related toCOVID-19 crisis. The conclusion is based on the analysis of the web- sites of 62 hotels attributed to of upscale to luxury class international hotel brands [17], located in major destinations in Russia: Moscow, St, Petersburg, Sochi, Zagreb and Dubrovnik as well as in-depth analysis of the information, regarding 8 representative hotels of the class investigated in the mentioned cities. The results show that CSR is actively developed in all hotel chains investigated, but there is an information problem with the placement of this information at specific websites of Russian and Croatian representative hotels, which do not apply to the measures related to COVID-19 prevention, which is positioned clearly and in detail by the hotels represented.

The subject of this paper is the impact of the kovid 19 pandemic on sporting events around the world and the sports industry as a whole. All major athletic races in the world, from marathons in New York, Boston, Paris, etc., have been canceled. Out of the planned 66 races called athletic stadiums in Serbia in 2020, only 12 were held, with a limited number of runners, due to the rules and recommendations of the crisis headquarters. In the time in which we live, sport is currently one of the most important and most important social activities, motivated primarily by economic reasons and opportunities for quick earnings, and then a positive impact on health. Certain branches of sports, such as football or basketball, have found a solution in games without an audience. Audiences at tennis tournaments are slowly returning, but it is still a big risk. It is not yet clear how the sports industry will overcome the problems caused by the pandemic, nor what kind of future awaits sports in the post - kovid era 19.

The traditional way of doing business and communicating with consumers is changing with the help of digital transformation. Companies have seen the benefits of e-business such as increased interactivity, lower costs, and better communication with consumers, and increasingly offer their products and services online. Customers can make their purchases via smartphone online and avoiding crowds. This research paper aims to explain the importance of developing relationships with consumers in digital marketing. Consequently, the term Online Shopping is gaining importance nowadays when facing the challenge of the COVID-19 pandemic. Because of epidemiological measures and the reduction of risks to themselves and their families, people are more inclined to shop online. The primary goal of this research paper is to analyze consumer behavior during online shopping in the Republic of Croatia. The research aims to find out how often people shop online and which products, why they choose to buy in such a way, what they consider to be the biggest risk of online shopping, what can attract them to choose to buy online, and whether their online shopping increased at the time of the COVID-19 pandemic. The methodology used in this research paper consists of secondary research, analysis, and synthesis as well as primary quantitative research with the questionnaire survey as an instrument, conducted on a representative sample of 285 respondents. Research results show that there is still a certain level of uncertainty and mistrust when shopping online, which is why the consumers in Croatia still prefer the method of payment on delivery when picking up goods. Furthermore, the main reason for online shopping for consumers is the variety of offers that allow them to buy products or services that were not previously available.

Great significance for each company and its management is to analyze its business. In order to succeed and survive on the market, companies must adapt to the market conditions. The analysis of financial statements precedes the planning process, which is an integral part of the enterprise management process. In order to carry out a successful analysis of the financial statements, it is necessary to know the business of the company and policies this undertaking applies. The financial plan must reflect on its weaknesses and its strengths, and the task of analyzing the financial statements is to recognize them. The analytical means and procedures used in the analysis of financial statements are comparative financial statements, structural financial statements, analysis using indicators, and specialized analyses. The information used by the company in the analysis must be timely and precise ; otherwise, the company will not be able to use the information well. The information obtained by the analysis is most important to creditors, investors, managers, and auditors. The subject of this paper is the analysis of the financial statements of the Privredna Banka Zagreb using the balance sheet and income statements from 2008 to 2018. The analyzed data are secondary and are available on the official website of the PBZ Bank and Zagreb Stock Exchange. The methods used in this paper are the method of synthesis, analysis, desk research, and the historical method. The goal is to determine the security and performance of the bank in the past 11 years when the bank faced the financial crisis that has ruled the market. The balance sheet and income statement accounts of the banks differ from other entities, therefore they need to be analyzed accordingly.

The personnel is the most important segment of the business of each corporation. The higher is the position of an individual on the hierarchical level, the higher is its power. The consequences of its actions are more significant, and therefore the responsibility. In order to effectively and efficiently manage the system and achieve the goals set by the owners, and to withdraw sometimes unpopular moves that have negative consequences for employees, it helps managers to have characteristics of the Dark Triad. Machiavellism, narcissism, and psychoticism are positive and required traits in corporations in managerial structures while otherwise in social and interpersonal relationships outside the corporate environment, undesirable and harmful. The owner or employer will find and hire the market manager who, based on his references and results, proves that he has the necessary traits from the spectrum of the Dark Triad. When interviewing and testing for a high- ranking workplace, it is no longer necessary to try to hide the narcissistic, machiavellian, and psychopathic qualities. They are desirable. Each owner, each supervisory board, will gladly hire a manager, a member, or a CEO with such traits knowing that he will fulfill every requirement of the owner effectively without questioning or complaining. Machiavellism, narcissism, and psychoticism open the path to success, and those who do not have these qualities have no chance of competing with those who have these characteristics. Recent past, current times as well as prediction of future events will mark the increasingly competitive competition in the market, as well as the increasing demand towards employees, but also the management. It will all lead to the fact that holders of the Dark Triad traits will be increasingly at a price and increasingly sought-after

The topic of this research paper is to explore India as an important tourist destination in Asia. The tourism potential in India is enormous but still not fully utilized, especially by foreign tourists and travelers. Although the tourism potential is still to be more commercialized and improved, it is obvious that the tourism in India is increasing in comparison to the average World's growth. The aim of the research is to find out and describe the main tourist regions in India and to identify the resources and tourist attractions of each. Further on, the goal is to analyze and recommend the types of tourism and their characteristic features in eight tourist regions: Western, South-Eastern, Himalayan Northern, North-Western, Northern, Central, North-Eastern, Andaman, Nicobar and Laccadive islands. The methods used in this paper are historical, descriptive, analysis and synthesis. The research results indicate the preference of foreign tourists is towards Western, Northern, Himalayan Northern regions while Central, North-Eastern regions are still not visited sufficiently when it comes to their tourist potential. Contribution of the research is seen in providing the deeper insight in Indian tourism, development potential but also in rising awareness of its possibilities to improve less visited regions and the overall tourism perception to foreign tourists.

Health tourism has deep roots both in the Republic of Croatia and in the world. It develops quickly and in a step with trends in the tourism market. It is divided into three categories: health tourism, medical tourism, and wellness tourism. Each subcategory is specific in its action and develops according to the needs of the tourist market. This paper examines the knowledge of aromatherapy and aroma cosmetics on the tourist market. It also examines the potential of natural cosmetics as a new tourism trend in the Republic of Croatia. The methods used are quantitative methods with survey research and methods of descriptors and analyses. The research paper aims to find out if there is a potential for natural cosmetics on the market, can natural cosmetics in the future replace the commercial, and learn the respondents' opinions and attitudes about natural cosmetics. The paper has obtained certain conclusions about the trend of natural cosmetics on the tourist market, important for further developing aromatherapy as an integral part of the tourism offer.

With the reform of the Structural Funds in 1987. the concept of ' Community Initiative ' has been introduced, which enabled the EU Commission to provide funds for measures of particular interest to the community, among others, the LEADER initiative. This type of approach relies on the development and implementation of local development strategies that enable the integral implementation of economic and social cohesion, implemented by local action groups (LAG). The level of performance of the LEADER program is different in EU countries. This research paper represents the comparative analysis and an overview of the implementation of the LEADER in the European Union.

Objective of the study was to determine the attractiveness of the 2018 FIFA World Cup Russia on the Croatian tourist market and identify the willingness of Croatian tourists to spend their own (personal) funds during the competitive period. Methods and structure of the study. A comprehensive study of the attractiveness of the 2018 FIFA World Cup Russia for Croatian residents consisted of two parts conducted before and after the sports event. Prior to the 2018 FIFA World Cup, based on the specially designed questionnaires, the authors conducted a survey among the Croatian citizens who were potential visitors of the FIFA World Cup in Russia. The second part of the study consists in analyzing the flow of tourists from Croatia to Russia during the 2018 FIFA World Cup. The survey conducted prior to the sports event covered 291 random respondents from all over Croatia aged 14-65 years (the majority of the respondents were 20-25 years old, 81.4%), financially reliable population, including students (92.8%), and unemployed individuals (6.7% including 0.7% of pensioners). Results and conclusions. The study found that running sports events increases the interest of potential visitors from Croatia in Russia as a tourist destination ; and if the main motivating factor for Croatian residents to visit the 2018 FIFA World Cup was the possibility to support the national team, the importance of other motives was quite high: the possibility to visit other matches, acquaintance with the culture of Russia, sightseeing, etc. The study enabled to identify a significant share of accommodation facilities, traveler attractions in the structure of income received from Croatian fan tourists attending major sports events such as the 2018 FIFA World Cup Russia. Based on the findings, the authors proposed using the FIFA- 2018 heritage to maintain the image of the Russian Federation as an attractive tourist destination for potential visitors from Croatia and contribute to the inbound tourism growth. © 2020, Teoriya i praktika fizicheskoy kul'tury i sporta. All rights reserved.

Dentalni turizam jedan je od novijih selektivnih oblika turizma, ali i jedan od najbrže rastućih u svijetu. Najrazvijeniji je dio hrvatskog medicinskog turizma koji privlači uglavnom pacijente iz inozemstva kao posljedica kombinacije niske cijene, visoke kvalitete i prirodnih ljepota. Stoga je Hrvatska prepoznata kao destinacija cjenovno povoljnog, ali kvalitetnog dentalnog turizma. Posljednjih godina došlo je do ekspanzije privatnih dentalnih poliklinika na području cijele Hrvatske koje su dentalni turizam prepoznale kao dodatan izvor prihoda ili pak kao svoju glavnu poslovnu orijentaciju/djelatnost. Glavni ciljevi ovog rada su analizirati postojeće stanje na tržištu dentalnog turizma u Hrvatskoj te utvrditi mogućnosti i prilike za razvoj poduzetništva u okviru ove selektivne vrste turizma. Analizom ponude dentalnih usluga, cijena, ponude turističkih sadržaja, njihove atraktivnosti i poznatosti te analizom potražnje u pojedinim dentalnim turističkim centrima utvrđuje se postojeće stanje te razina konkurencije na tržištu dentalnog turizma. U radu je korištena metoda istraživanja za stolom (desk research) koja uključuje korištenje sekundarnih podataka iz stručne literature, znanstvenih i stručnih radova te informacija dostupnih na službenim web stranicama dentalnih centara, poliklinika, ustanova i drugih organizacijskih oblika. U radu se također koristi metoda primarnog istraživanja putem intervjua provedenih u pojedinim dentalnim centrima. Temeljem rezultata istraživanja može se zaključiti da su prilike za razvoj poduzetništva u dentalnom turizmu u većoj mjeri iskorištene na području Istre i Kvarnera te grada Zagreba, dok u ostalim dijelovima Republike Hrvatske postoji mogućnost njegova razvoja kroz povezivanje s ostalim specifičnim oblicima turizma kao što su zdravstveni, ruralni i wellness turizam., Dental tourism is one of the newest selective forms of tourism, but also one of the fastestgrowing in the world. It is the most developed part of Croatian medical tourism, which attracts mostly patients from abroad as a result of a combination of low cost and highquality service and natural beauty of the country. Therefore, Croatia is recognized as a destination for affordable, but quality dental tourism. In the last few years, there has been an expansion of private dental polyclinics throughout Croatia, which have recognized dental tourism as an additional source of income or chosen it as their main business orientation/activity. The main objectives of this paper are to analyze the existing situation in the dental tourism market in Croatia and to identify business development opportunities within this selective type of tourism. The existing situation and the level of competition in the dental tourism market are determined by analyzing the offer of dental services, prices, facilities with their attractiveness and familiarity and by analyzing the demand in certain tourist dental centers. This paper uses desk research, which includes the use of secondary data from professional literature, scientific and professional papers and information available on the official websites of dental centers, polyclinics, institutions and other organizational forms. The paper also uses the primary research method through interviews conducted at certain dental centers. Based on the results of the research, we can conclude that the opportunities for the development of entrepreneurship in dental tourism have been largely exploited in Istria and Kvarner and the City of Zagreb, while there is a possibility of its development in other parts of Croatia through linking it with other specific forms of tourism such as health, rural and wellness tourism.

The subject of the research is based on the tourist offer in the municipality of Marija Bistrica., with an emphasis on religious tourism, the motives of tourist arrivals and the needs for the improvement of tourist offer presented with wishes of tourists. The aim of the work is to find out how many visitors and tourists know about other tourists facilities, offerings, events and similar events in Marija Bistrica, but also the potential for development of the same ones and their attendance. The methods used in this paper are methods of analysis, synthesis, descriptiveness, historical method and qualitative method of primary research. The primary research collected data on the motives of the arrival of tourists, the visited tourist facilities of the Municipality of Marija Bistrica, and the pleasure of the existing contents. The quantitative method of research was conducted through a survey questionnaire instrument. A total of 110 online questionnaires were collected. The survey results show that visitors are satisfied with the diverse tourist offer of the municipality of Marija Bistrica, but there is also a demand for some additional content that the respondents indicated in the survey, suggesting the potential development of other forms of tourism in the municipality of marija Bistrica with the existing religious tourism.

Neupitna je uloga velikih sponzora u nogometnim, košarkaškim i rukometnim klubovima diljem svijeta, ali i brojni drugi sportaši takozvanih neatraktivnih sportova ne bi imali mogućnost baviti se tim sportovima da nije sponzora. Tematika rada usmjerena je na pojmove sponzorstva, sportskog marketinga, sponzoriranja sporta u globalu, kao i sponzoriranje individualnih sportaša. Traže se podaci i informacije o tome imaju li poduzeća u Hrvatskoj razvijenu strategiju za sponzoriranja sporta i sportaša, pošto ista kao neki ogledni dokument ne postoji. Naglasak je pritom na profesionalnom sportu i klubovima, a u slučaju "no name" sportaša misli se na one koji pokazuju talent i naznaku za velike stvari, ali se u njih još uvijek dovoljno ne ulaže (primjer olimpijske pobjednice Sare Kolak). Neki od najuspješnijih hrvatskih sportaša današnjice u počecima svojih karijera nisu imali osigurane ni osnovne uvjete za trening i razvoj. Unatoč tome, oni su uspjeli. Nakon tih uspjeha javlja se nacionalni savez i mnoštvo sponzora koji im nude i obećavaju razne stvari, no u takvim se situacijama vrlo često postavlja pitanje gdje su oni bili kada su ti sportaši njihovu pomoć i podršku najviše trebali. Dojam je da bi, iako populacijom mala država, imali puno više svjetski poznatih sportaša i klubova, samo da se u njih uloži malo više, financijski i logistički. Metode korištene u radu su povijesna, analiza i sinteza, metoda istraživanje za stolom, a primarna je kvalitativna metoda istraživanja pomoću provedenih intervjua s predstavnicima velikih hrvatskih poduzeća čija aktiva iznosi više od 130 milijuna kuna, prihod veći od 260 milijuna kuna i broj zaposlenih iznad 250 te kvalitativno istraživanje provedeno sa sportašima koji su prošli put od anonimaca do svjetski poznatih sportaša. Cilj istraživanja je utvrditi imaju li ta poduzeća razvijenu strategiju sponzoriranja sporta te odnosi li se ona na već poznate ili i na no name sportaše.

U radu je temeljem provedenih sekundarnih istraživanja, istražen problem poboljšanja i kvalitetnijeg načina korištenja funkcije menadžmenta u javnoj upravi s naglaskom na menadžerske i marketinške aktivnosti kojima se menadžer u javnoj upravi može koristiti u svrhu pružanja kvalitetnije usluge krajnjim korisnicima – građanima. Pritom je korištena metoda sekundarnog istraživanja, analize, sinteze i komparacije. Utvrđena je povezanost između bolje transparentnosti obavljanja menadžerskih poslova u javnoj upravi i percepcije krajnjih korisnika o boljoj kvaliteti pruženih usluga kao i povezanost između većeg korištenja menadžerskih i marketinških alata u javnoj upravi i kvalitetnijeg obavljanja usluga. U radu su ponuđeni instrumenti i alati za vrstu i način komunikacije javne uprave s javnošću i načina postizanja kvalitetnije interakcije između menadžera u javnoj upravi i njihovih krajnjih korisnika – građana. Cilj rada jest povećati svijest i dati odgovore na pitanje, kako i na koji način upotrijebiti funkcije menadžmenta te koje marketinške aktivnosti pritom koristiti, kako bi se došlo do optimalnog rješenja koje bi vodilo prema boljoj i kvalitetnijoj informaciji i komunikaciji između javne uprave i korisnika te javne uprave.

Predmet istraživanja ovog rada je spremnost prihvaćanja društveno odgovornog poslovanja u hotelijerstvu na području Međimurja kao turističke destinacije. Društveno odgovorno poslovanje podrazumijeva utjecaj koji ono ima na okoliš. Predmet istraživanja ovog rada je utvrditi koji hoteli imaju praksu društveno odgovornog, odnosno zelenog poslovanja te kako uvesti tu praksu u ostale, već postojeće hotele. Cilj istraživanja je otkriti na koji se način uvodi praksa zelenog poslovanja u hotelijerstvu, koji su kriteriji za dobivanje certifikata zelenog poslovanja i konkretan utjecaj ove vrste poslovanja na očuvanje okoliša. Osim kriterija za zeleno poslovanje cilj je istražiti imaju li već postojeći hoteli afinitet prihvatiti ovaj način poslovanja te smatraju li da je gostima hotela od interesa i važnosti odsjesti u hotelu koji prakticira zeleni način poslovanja. Metode istraživanja korištene u ovome radu su povijesna, metoda deskripcije, analize, sinteze te empirijsko istraživanje putem kvalitativne i kvantitativne metode. Instrumenti istraživanja su dubinski intervju s menadžerima hotela u Međimurju te anketni upitnik distribuiran potencijalnim posjetiteljima hotela na području Hrvatske na slučajnom uzorku domaćih turista. Anketnim upitnikom ispitane su potrebe gostiju s aspekta zelenog poslovanja hotela u kojemu odsjedaju. Doprinos ovoga rada ogleda se u promicanju svijesti o potrebi uvođenja održivog poslovanja u hotelima u Međimurju što može pridonijeti poznatosti Međimurja kao turističke destinacije kao i njezinoj većoj posjećenosti u okviru kontinentalnog turizma Republike Hrvatske., The subject of this paper is the readiness to accept corporate social responsibility in the area of Međimurje as a tourist destination. Corporate social responsibility implies its environmental impact. The subject of this paper is to find out which hotels have the practice of socially responsible or green business and how to introduce this practice to other existing hotels. The aim of the research is to explore the way in which green business practices in the hotel industry are introduced, which are the criteria for obtaining green business certificates, and the specific impact of this type of business on environmental conservation. In addition to the criteria for green business, the aim is to investigate whether the existing hotels have the affinity to accept this mode of business and how much the hotel guests find it important to stay in a hotel that practices green business. The methods used in this paper are historical, descriptive methods, analyzes, synthesis, and empirical research through qualitative and quantitative methods. Research instruments were in-depth interviews with hotel managers in Međimurje and a questionnaire distributed to potential hotel visitors in Croatia (a random sample of domestic tourists). The survey questionnaire examined the needs of guests from the aspect of the green business of the hotel they are staying in. The contribution of this paper is reflected in the promotion of the need to introduce sustainable business in hotels in Međimurje, which can contribute to the recognition of Međimurje as a tourist destination, as well as to increase attractiveness within the continental tourism of the Republic of Croatia.

The automotive industry is one of the fastest- growing industries in the world. The use of high production technology through the application of STEM or Industry 4.0 has been increasing in recent years. The term industry 4.0 includes a wide range of concepts such as robotics, artificial intelligence, Nanotechnology, biotechnology, internet of things, 3D printing, cloud computing, and big data. The innovations within the industry 4.0 increase productivity and its competitiveness, setting the new standard for business models, information security, availability of products, workforce, work processes, and organizations. The foundations of the Industry 4.0 rest on innovations that are primarily focused on the business process management, innovative products, and product lines, smart factories, relationships and connectivity towards suppliers and consumers. These prerequisites are crucial for industry's modernization and future progress. The objective of this research paper is to determine the application of industry 4.0 in the field of automotive industry in the Republic of Croatia. The goal of this research is to explore different segments of the automotive industry in the Republic of Croatia in the STEM or industry 4.0. The study aims to identify the willingness of Croatian companies to invest in the industry. The authors presented the assumptions for accomplishing competitive advantages in the EU based on the example of Rimac automobili d.o.o. which operates innovatively and achieves the modern technological achievements of the industry 4.0. These presumptions can serve as a guideline for further development in the industry. The paper provides research data based on the historical method, the method of induction and deduction, and the analysis. The results of the research can contribute to a better understanding of industry 4.0 in the automotive industry. Furthermore offering different possibilities for its application in the Republic of Croatia and demonstrating prerequisites to increase industry's competitiveness.

The migrant entrepreneurship characterizes entrepreneurial activities and ventures undertaken by individuals outside of countries in which they were born or raised. Migrants are people who, for different socio-economic and political reasons, leave their countries of birth to strive for more significant development and growth on a personal and business level in a foreign country. According to different surveys, immigrants are considered more entrepreneurial and are more likely to take risks compared to domestic residents. Immigrants often possess higher levels of education. In literature, migrant entrepreneurship is often associated with the classic form of family or social entrepreneurship. A strong affirmation of multiculturalism is highly associated with migration entrepreneurship. Migrant entrepreneurship can be defined as an investment of one's capital in a business venture that is characterized by the sociological and cultural aspects of an individual but following the legal acquis of the host country. To integrate into the lifestyle of the country to which they migrated, migrants learn foreign languages, adapt to a different culture and other codes of conduct, but at the same time, they exhibit their own cultural and social characteristics. These differences allow foreign entrepreneurs to achieve a successful entrepreneurial venture that represents novelties for the host countries contributing to the diversity of product offerings and the development of economics and GDP growth. The topic of this research paper is an insight into the historical research behind the development of migrant entrepreneurship. The research paper aims to explore the role of migrant entrepreneurship in the world economy, to analyze trends and perspectives in the EU countries compared to the Republic of Croatia. The paper provides an insight into examples of migrant entrepreneurship that improved the economies of the EU and the Republic of Croatia by exploring the obstacles encountered in host countries. The methods used in this research paper are historical, desk research, methods of analysis, and synthesis. The results of the research indicate the importance of migrant entrepreneurship for the hosting economies. It also proposes measures and frameworks for better understanding and the cooperative developments of this type of entrepreneurship in the Republic of Croatia.

The subject of this paper is to identify the attractiveness of the most famous manifestation of the historic type, Renaissance Festival, which takes place in the city of Koprivnica, Republic of Croatia. The paper defines manifestation tourism as a selective form of tourism and its influence on the development on local tourism. The aim of the paper is to explore the history of tourism development in the city of Koprivnica, the beginning of the Renaissance Festival, the organization of the Renaissance Festival as a tourist-visitor's manifestation as well as the importance of the festival through the label Superbrands Croatia. The objectives of the research are to determine the specifics of the organisation Renaissance Festival, the promotional tools of Renaissance Festival a well as awareness and perception of visitors about the Festival. The methods used in this paper are desk research based on domestic and foreign literature, professional and scientific papers as well as historical methods, methods of analysis and synthesis and quantitative and qualitative method. The quantitative method was conducted by distributing the survey questionnaire to the respondents in the continental part of the Republic of Croatia. Qualitative method was conducted by interviewing responsible authorities at the Ministry of Tourism, Koprivnica Tourist Board and organizers of the Festival. The research results show the trend of increased number of visitors, increased popularity of the Renaissance Festival, and an increase in interest in manifestation tourism.

The purpose of this paper is to explore the potential development of rural tourism by providing an example of an existing accommodation facility located in Samobor hillside. The aim is to introduce a new tourist offer for visitors and recommend an improvement of resources to revive the existing facilities. The existing house requires renovation and expansion of accommodation capacities. Cooperation with other tourist facilities is one of the solutions to the problem of attracting more visitors. Animation in tourism has become increasingly important element of tourist offer, therefore authors recommend various animation programs through celebratory and fun activities, as well as active vacations for those who want to spend quality time in a natural rural environment. The financial resources needed for conversion, its resources, as well as the allocation processes are described in the paper. The paper also explores the other existing infrastructure near Samobor area, as a possible form of competition. Research methods used in this paper are ; desk research, analysis, synthesis and quantitative empirical research. Survey conducted in this paper aims to identify the perception of the local population and visitors about their awareness and views regarding rural tourism in Samobor hillside. The research results indicate that various accommodation facilities and current tourist offers should be improved in order to offer specific autochthonous amenities and tourist attractions. The tourists should be offered a unique form of relaxation, refreshments and revitalization providing new experiences in compliance with requirements of rural tourism development.

Memorial tourism is a part of dark tourism and includes visits to sites marked by human suffering and widespread tragedy such as concentration camps, battlefields, places of great historical battles and places of natural disasters with a large number of victims. The main motivation in memorable tourism is education and empathy towards the victims. The development of memorial tourism is based on the very historical facts and the better interpretation of the same. Due to the social sensibility of resources on which tourism is based, the question arises: Can places of persecution become places for tourist visits, and thus generate profits? For the purpose of fining out a response to the question asked, research in the Republic of Croatia has been conducted, which in the past was exposed to major scale war conflicts. During the Homeland War, the eastern part of the Republic of Croatia was significantly more affected than the other parts of the country, so memorial tourism is the most represented in Eastern Croatia. One of the most important destinations of memorial tourism is Vukovar, whose tourist offer is mostly based on memorial tourism and achieves remarkable success. The memorial sites in Vukovar make up a whole - Vukovar's nocturnal. Good geographic position and the location of the city on important traffic directions create good prerequisites for further development of memorial tourism.

Predmet istraživanja ovoga rada mogućnosti su turističke valorizacije Staroga grada Zrinski putem dovođenja vode u opkope dvorca. Čakovečki Stari grad danas je simbol identiteta i tradicije Međimurja i jedan je od najočuvanijih kulturno-povijesnih spomenika bogate prošlosti međimurskoga kraja. U dvorcu se nalazi Muzej Međimurja osnovan 1954. godine s fundusom od preko 17 tisuća izložaka arheološke, etnografske i povijesne zbirke te likovne galerije. Unatoč kulturno-povijesnoj baštini dvorac nije dovoljno atraktivan i ne iskorištava svoje pune turističke potencijale. Cilj rada je, pomoću povijesne metode, metode analize i komparacije sa sličnim dvorcima na vodi u Europi, utvrditi potencijal razvoja ovog inovativnog turističkog proizvoda. Na temelju usporedbe posjećenosti dvorca Zrinski, odnosno njegovog muzeja, s posjećenosti analiziranih dvoraca na vodi, može se očekivati kako će uključivanje dvorca Zrinski u mali krug dvoraca na vodi pridonijeti njegovoj atraktivnosti i prepoznatljivosti, ali i obogatiti ukupnu turističku ponudu grada Čakovca, Međimurske županije i kontinentalne Hrvatske. Time će se stvoriti i bolje mogućnosti za pozicioniranje Čakovca na hrvatskoj i europskoj turističkoj karti, što će pridonijeti njegovu razvoju i razvoju šireg područja županije i sjeverozapadne Hrvatske. Da bi se ovakva ideja mogla provesti, nužne su i kapitalne investicije, stoga se u radu analiziraju dostupna sredstva državne potpore kao i EU fondovi namijenjeni financiranju ovakvih i sličnih projekata. Doprinos rada očituje se ponajprije kroz iznošenje prijedloga o inovativnom turističkom proizvodu na području grada Čakovca koji može utjecati na razvoj turizma lokalne turističke destinacije, ali i razvoj turizma kontinentalne Hrvatske, a može biti podloga za izradu razvojnih turističkih projekata drugim potencijalnim dvorcima te izradi studije izvodljivosti.

Predmet istraživanja ovoga rada je analiza utjecaja Svjetskog nogometnog prvenstva 2018. godine na promociju te samu prodaju proizvoda pojedinih poduzeća koja su svoje proizvode prilagodili potrebama ljudi i navijača koji će pratiti drugi najveći događaj na svijetu. Mnoga poduzeća nastoje na najbolji načini iskoristiti Svjetsko nogometno prvenstvo za prodaju svojih proizvoda ili usluga, a samim time i za vlastitu promociju. Analizirani su neki od najboljih primjera kako dolazi do povećanja prodaje i diferencijacije određenih proizvoda za vrijeme Svjetskog nogometnog prvenstva pri čemu se osvrćemo i na sada aktualno Svjetsko prvenstvo u Rusiji. Provedeno je i empirijsko kvantitativno istraživanje pomoću instrumenta anketnog upitnika kojim su dobiveni odgovori na pitanja koliko su kupci skloni većoj potrošnji za vrijeme prvenstva te kupnji proizvoda s obilježjima nogometnog prvenstva, Hrvatske nogometne reprezentacije i drugih nogometnih reprezentacija. U anketiranju su sudjelovali građani Hrvatske odabrani prema slučajnom uzorku. Prema prikupljenim podacima, za vrijeme održavanja prvenstva najveća zarada dolazi od prodaje piva, zastava, nogometnih dresova i televizora. Iz rezultata istraživanja vidljivo je da navijači svaku pobjedu, ali i tugu zbog poraza, rado „utope“ u piću, uglavnom nacionalnom pivu, te su skloni kupnji proizvoda s navijačkim obilježjima. S obzirom na to da je Hrvatska reprezentacija na Svjetskom prvenstvu, a hrvatski navijači su velika podrška Hrvatskoj nogometnoj reprezentaciji, euforija učini svoje te oni troše veće svote novca na prije spomenute stvari, što poduzećima i poduzetnicima otvara mogućnost velike zarade., The subject of this paper is the analysis of the impact of the 2018 World Cup on the promotion and sale of products from individual companies that tailored their products to the needs of people and fans who would follow the second biggest event in the world. Many companies strive to make the best use of the World Cup for the sale of their products or services, and therefore for their own promotion. Some of the best examples of how sales and differentiation of certain products during the World Cup are being analyzed, including the current World Cup in Russia. An empirical quantitative survey was also carried out with a survey questionnaire as an instrument that provided answers to questions to which extent customers tend to spend more during the championships on the purchase of products with the characteristics of the football championship, the Croatian Football Federation and other football teams. The Croatian citizens who participated in the survey were selected based on random sampling. According to the collected data, during the championship, the biggest earnings come from selling beer, flags, football uniforms, t-shirts, shorts, and TVs. From the results of the research, it is evident that the fans who celebrate every victory, but also express sadness over the defeat, "sink“ in drinks, mainly drinking national beer, and are inclined to buy products with fanciful features. Since Croatian national representation participates in World Championships and fans of football are a great support to them, the euphoria brings them to a higher level of expenditure on the related products, which gives companies and entrepreneurs opportunities to higher earnings.

The subject of this paper is to explore the competition Siemens faces as one the most powerful companies in the Republic of Croatia. The aim of the paper is to point out the competitive advantage that Siemens has towards other companies engaged in the same or similar business. In Addition, the paper presents the strategic alliance of the Siemens company as one of the market leaders in delivering products and services for generation, transmission and distribution of electricity in the Republic of Croatia. The analyzed data is collected from existing secondary sources. Research methods used in the paper are historical, desk research, analysis and synthesis including SWOT analysis, BCG matrix, matrix portfolio and GE/McKinsey matrix. Siemens can be seen as a model for many companies, as it is a proof that small business can grow into a global business with smart management, well-designed, good marketing and a good product.

Cilj istraživanja ovoga rada je utvrditi karakteristike ključnih elemenata vjersko- turističkog događaja SHKM te predložiti preporuke za unapređenje tog značajnog vjersko- turističkog događaja koji može doprinijeti kvaliteti ponude vjerskog turizma u RH te posljedično promociji i rastu imidža gradova domaćina održavanja SHKM-a. U radu su korištene povijesna metoda i primarna kvantitativna metoda empirijskog istraživanja na uzorku od 294 ispitanika.

Predmet istraživanja ovoga rada temelji se na nedovoljnoj posjećenosti Parka prirode Lonjsko polje i potrebom za osmišljenim promotivnim aktivnostima koje bi povećale posjećenost i poznatost prirodne turističke atrakcije. Glavni cilj istraživanja je istražiti koji se oblici promocije koriste za promociju Parka prirode te pronalaženje i prijedlog provedbe suvremenih oblika promocije u Parku prirode Lonjsko polje. Metode istraživanja korištene u ovome radu su metoda analize, sinteze, deskripcije, povijesna metoda, te kvalitativna metoda i kvantitativna metoda primarnog istraživanja. Primarnim istraživanjem prikupljeni su podaci o načinima promocije putem kojih posjetitelji dobivaju informacije o Parku prirode te njihova upoznatost s turističkom destinacijom i turističkom ponudom Parka prirode Lonjsko polje. Kvantitativna metoda istraživanja provedena je putem instrumenta anketnog upitnika. Ukupno je prikupljeno 80 online anketnih upitnika. Rezultati istraživanja ukazuju da je Park prirode Lonjsko polje neprepoznatljiva destinacija te da nije dovoljno promovirana pa stoga ispitanici navode prijedloge za koje smatraju da bi pridonijeli poboljšanju turističke promocije Parka prirode. Kvalitativno istraživanje provedeno je putem dubinskog intervjua s voditeljem službe za promidžbene aktivnosti i ugostiteljsko- turističku djelatnost Parka prirode Lonjsko polje i s voditeljem Turističke zajednice općine Jasenovac. Iz provedenih intervjua može se zaključiti da osnovni problem promocije i nepoznatosti Parka prirode proizlazi iz nedovoljne sustavne posvećenosti promociji ruralnog turizma u Republici Hrvatskoj, nepostojanje nacionalne strategije razvoja ruralnog turizma, te nedovoljna promocija na nacionalnoj razni.

The development of various innovative technological points as the main driving force of economic growth is the basis of the economy of the new technological order. Digital economy requires the need to shift towards the achievements of the fourth industrial revolution to improve national and international competitiveness of domestic producers. The article describes conditions of limited investment resources for innovative development of the economies of most countries. In order to solve this problem, the authors proposed the modern institutional context of public administration modernisation. The paper indicates the following mechanisms and institutions to support the new economic policy: intellectual resources accumulation and support for innovative entrepreneurship (business).

Cilj ovog rada prikazati je trenutno stanje turizma u gradu Čazmi, utvrditi budućnost te istražiti obilježja koja mogu doprinijeti izgradnji imidža Čazme kao turističke destinacije. Imidž destinacije jedan je od glavnih aspekata pomoću kojega potencijalni turisti odabiru mjesto svog putovanja, pa tako i grad Čazma razvija svoj imidž kako bi postala turističko središte županije. Također, ciljevi projekta razvoja turizma i pozicioniranja grada trebali bi predstavljati koordinaciju svih subjekata uključenih u razvoj i podizanje kvalitete turizma u sljedećih desetak godina. U ovom radu prikazana je SWOT analiza te usporedba s gradom Bjelovarom kako bi se vidjele prednosti i nedostaci u razvitku turizma. U radu se koriste povijesna metoda istraživanja, metoda analize i sinteze, kvalitativno istraživanje pomoću intervjua te kvantitativna metoda putem distribucije anketnih upitnika potencijalnim osjetiteljima i onima koji su već posjetili Čazmu. Cilj rada utvrditi je prilike za dodatni razvoj turizma i trenutnu poziciju grada, a prikazuje nedostatke koji stoje na putu gradu Čazmi kako bi se pretvorio u središte turizma, ne samo županije već i šire okolice te u konačnici cijele kontinentalne Hrvatske.

The purpose of the research paper is to explore demand for tourist destination Russia amongst Croatian tourist market. Paper aims to find out preferences of Croatian tourists when choosing tourism attractions, destinations, type of accommodation, selective forms of tourism and reasons for travel to Russia. In spite the fact that tourism is not one of the major economic sectors in Russia the tourism is growing. The focus of official authorities on stimulating incoming tourism to Russia is obvious in the recent years. Methodology used is historical, analysis, synthesis, induction as well as primary qualitative research. Qualitative method is conducted by in-depth semi-structured interviews with 27 major Croatian tour and travel agents. Research results show the profile of travelers, their accommodation and destination preferences within Russia, average expenditure for travel and their satisfaction with destination. Data collected indicate that Russia is perceived as well-known tourist destination amongst Croatian toruists, but visited in smaller amount. In order to increase number of Croatian visitors to Russia and increase demand for Russian tourism as well as to utilize the potential of travelers interested in exploring Russian tourist attractions, national tourism organization should promote Russia in Croatia more efficiently using different promotional mix elements. It could increase the number of tourists from Croatia as well as contribute to GDP of the state.

Predmet istraživanja ovoga rada je potencijal razvoja zimskog sportskog turizma u Republici Hrvatskoj. Glavni cilj istraživanja je istražiti i prikupiti informacije o provedbi zimskog turizma u susjednim zemljama, Italiji, Sloveniji i Austriji, kako bi se provela usporedba te analizirale mogućnosti provedbe zimskog sportskog turizma u RH. Metode istraživanja korištene u ovome radu su istraživanje za stolom, povijesna metoda, analiza i sinteza te komparacija, pri čemu su korišteni izvori podataka, stručna i znanstvena literatura iz područja turizma i sporta, podaci Ministarstva turizma i Hrvatske turističke zajednice te stručna literatura na hrvatskom i engleskom jeziku. Za analizu skijališta koristila se online baza, budući da takva analiza nije provedena u novijim knjigama o sportskom turizmu. Rezultati istraživanja ukazuju da se najveći problemi hrvatskih skijališta ogledaju u nedostatku financiranja tj. ulaganja u obnovu skijališta i skijališne ponude. Nedostatak adekvatne infrastrukture, previsoke temperature za održavanje skijališta, količina padalina, samo su neki od izgovora kada je u pitanju razvoj zimskog turizma u Hrvatskoj. Dok susjedne zemlje razvijaju zimsku turističku ponudu u jednakim prirodnim uvjetima, Hrvatska zaostaje u infrastrukturi, ali i u odlučnosti koja bi joj pomogla da postane jedna mala, ali turistički atraktivna zimska meka. Sigurno je da za daljnji razvoj turizma u Hrvatskoj treba postojati suradnja jedinica lokalne i državne samouprave, a eventualne izgovore i odgode treba zamijeniti odlučno vodstvo koje će popratiti postojeće strategije. Koliko je nerazvijena naša turistička ponuda najbolje se vidi iz činjenice da Austrija isključivo od zimsko-planinskog turizma zaradi više nego Hrvatska u cijeloj godini.

The article dwells upon the major trends of public administration system development. The basic reasons for public administration inefficiency, dysfunctions of public administration system and prevailing lines of institutional reform are considered. The article provides an analysis of system dysfunctions. The article describes an interdisciplinary approach to the issue of public administration system creation and its functional unit’s identification that possess various competencies and authorities in the planning horizon. The article determines the necessity of establishing a special government body responsible for strategy development and implementation of structural reforms.

The subject of this research paper is the analysis of the financial and market developments in terms of breaking out of the economic crisis on the example of a company called Ericsson Nikola Tesla plc., which is one of the leading enterprises for the manufacture of telecommunications equipment, software solutions and services in the Republic of Croatia. Ericsson Nikola Tesla plc. is a company which has a share of 6, 2 % in the index of the Zagreb stock exchange (CROBEX). The aim of this paper is to find out the models of the corporate management in the enterprise under conditions of economic crisis and a reflection of the management on the financial aspect of the business. The data analyzed were collected from existing sources as a desk research and are available on the website of the company, the site of the court registry and the Zagreb stock exchange. Good corporate governance is extremely important as the welfare of the company and for the economy. Effective management helps in creating trust and is a decisive factor in attracting investments and investor protection. Thanks to the company's readiness for open and regular communication with investors and shareholders, good corporate governance is associated with less risk of investment and reducing the possibility of hiding poor management. Based on the analysis of the activities of Ericsson Nikola Tesla PLC., the authors concluded that this is a good example of corporate governance for reasons such as great attention to the protection of the rights of shareholders, transparency and responsibility of all stakeholders. In addition, the company is also committed to achieving the goals and strengthening the company's position, which contributes to the development of all stakeholders and the development of the community in which it operates.

The recent events that have greatly influenced the economic development of Russia particularly affected the efficiency of industrial policy. In order to solve this problem, the fundamental directions of the economic policy including creation of the good investment climate, development of private initiative, a reduced dependence on supplies from other countries, as well as formation of institutional tools for re-industrialization are discussed in the paper. The authors consider setting up the territories of priority development as the most effective tool of the modern industrial policy in Russia. The questions related to the international competitiveness of the Russian economy which can also influence the tourism sector, are relevant in modern conditions. Scientific contributions of a number of Russian and foreign economists regarding the key role of the state regulation in the process of import substitution and the new industrial policy or reindustrialization is presented in the paper. The authors, relying on the opinions of many economists, consider that human capital has always played the great role in planning the industrial policy. At the end of the paper there is a brief conclusion reflecting the latest trends related to the Russian economic growth in the current difficult circumstances and its impact on the tourism sector

Sports and tourism are activities which in ancient times acted together so that sports tourism today is undoubtedly one of the most important industries which is characterized with increasing profits, without experiencing almost no aftershocks and repercussions of the global economic crisis. Modern tourism includes providing comfortable accommodation and healthy diet, but not neglecting the content of active leisure, recreation, sport, cultural relaxation with music and entertainment. The returning towards nature and reconnecting with tradition and their roots are pleasures that are increasingly required by the modern tourists. The modern passive lifestyle presupposes the development of new alternative forms of tourism related to the combination of actives sport and relaxation, on the basis of which good health are maintained and physical and mental balance forces are restored. The second decade of the 21st century witnesses the active introduction on the international tourist market of specific tourist services aimed at those who are looking for strong sensations, and who are active users of extreme forms of tourism. Closely related to sports tourism is the adrenalin tourism, which can be defined as a type of tourism, involving exploration or travel with perceived (and possibly actual) risk, and potentially requiring specialized skills and physical exertion. Adrenalin tourism is characterized by its ability to provide the tourist with relatively high levels of sensory stimulation, usually achieved by including physically challenging experiential components. Adrenalin tourism is a gateway to break the routine, delving into strong physically and psychologically challenging tasks that can trigger profound ecstatic experiences. Also, adrenalin tourism helps in self-assessment of physical and emotional abilities. The aim of the study is to reveal the preconditions and conditions for the development of adrenalin tourism in the destination and to analyze and present main characteristics of rafting tourism destinations in republic of croatia. Inductive, deductive, and descriptive methods are used for the purpose of this work.

Environmental and social issues draw increasing attention of business and investment circles all over the world. This research paper focuses on the importance of corporate social responsibility (CSR) within the hospitality and tourism industry. Over the recent several decades, the industry has observed significant changes in business environment that have stressed the role of corporate social responsibility. Recent researches have shown that CSR may determine a company’s long-term success and profitability. There are different approaches to explain the nature of CSR influence on the internal and external processes of the enterprise, which applies also to the hotel companies. The article examines the issues related to the best practices of socially responsible corporate behavior of the international and local hotel enterprises in the Croatian and Russian hotel sector representing different developing markets. Methodology includes desk research as a secondary research and quantitative method as a primary research. Quantitative method was conducted by distribution of questionnaires with major indicators of CSR amongst Russian and Croatian international, local and small family hotels with the aim to find out the implementation and challenges they face with CSR practices. Other methods are analysis and synthesis of collected data and research results. The companies included in this research have contributed more or less their efforts and resources in solving the environmental and social issues through their CSR policies which increases awareness of their brand. The comparison of the practice in two selected destinations was aimed to identify the common trends and differences in CSR manifestation ; both by local and international brands. The research results can be beneficial for the national authorities and local companies in the hospitality as well as tourism industry to indicate the best practices in CSR policies, idenitfy key concern areas to be focus of development of CSR management.

The subject of this paper is the application and promotion Corporate Social Responsibility (CSR) in selected hotel companies - Valamar Riviera, Ilirija Resort and Jadranka hotels. The purpose of this research paper is to clarify the concepts of CSR and to explore how these hotel companies, that have been applying the principles of CSR for years, are promoted. The examples of good practices in tourism in the Republic of Croatia reveal why the implementation of CSR is more than desirable, and why it is often practised by tourism companies. The objectives of the research are to identify to which extent the target market finds practices of CSR important when choosing accommodation, whether they are willing to pay a higher prices for the same, how they select hotel companies which promote CSR and how these messages are perceived in the market. Methods used in this research are desk research, analysis, synthesis and an empirical quantitative method carried out via distribution of an online questionnaire to a random sample of 109 respondents. The results of the research show that the hotel companies insufficiently promote CSR, customers consider it important that the facility where they will be staying is socially responsible, even though they are not wiling to pay a higher price for such a service.

Tema rada je Primjena koncepta marketinga sadržaja na prodaju robne marke. Relevantnost teme očituje se u važnosti proučavanja marketinga sadržaja kao suvremenog marketinškog koncepta koji stvara snažne veze s potrošačem. Marketing sadržaja objašnjava odnos kreatora i korisnika sadržaja, a ovaj rad ih dovodi u vezu sa svijesti i stavovima potrošača o robnoj marki. Razvoj modernih tehnologija promijenio je način komunikacije tako da kupac o bilo kojem području vlastitoga interesa raspolaže potrebnim informacijama u realnom vremenu. Dostupnost informacija kod potrošača potiče želju za razvijanjem vlastitih potreba. Današnji kupac želi biti u fokusu prodavatelja, stoga od prodavača očekuje gotovo osobno obraćanje. Marketing sadržaja kupcu nudi silno željeni doživljaj, odnosno sam proizvod nije toliko bitan koliko je bitna svijest o sebi kod kupca koji se odlučuje na kupovinu određene robne marke. Kupac se poistovjećuje s robnom markom i vjeruje da je kupovinom iste zadobio pripadnost određenoj skupini. Zadatak marketinga sadržaja je približiti robnu marku na način na koji kupac to od njega očekuje te stvoriti snažan odnos čiji će rezultat biti višegodišnja lojalnost. Problemi koje ovaj rad istražuje su nedovoljno poznavanje značaja marketinga sadržaja i njegovi utjecaji na stavove kupaca. Metode primijenjene u ovom radu su istraživanje za stolom temeljem domaće i strane literature, stručnih i znanstvenih radova, kao i povijesna metoda, metoda analize i sinteze te kvantitativna metoda. Kvantitativna metoda provedena je putem distribucije on line anketnog upitnika na uzorku od okvirno 250 osoba u dobi od 17 do 64 godine s ciljem utvrđivanja privlačnosti robnih marki koje se promoviraju primjenom marketinga sadržaja u odnosu na robne marke koje za promociju koriste klasične metode. Cilj ovoga rada je istražiti potrebe i želje potrošača, odnosno njihova očekivanja od robne marke. Također, cilj je ukazati na doprinos proučavanja koncepta marketinga sadržaja kroz povećanje prodaje i stvaranje lojalnosti kod potrošača. Zaključak rada donosi nam spoznaju da se praćenjem trendova u prodaji te osluškivanjem stvarnih potreba potrošača ostvaruje konkurentska prednost. Oni subjekti koji su prilikom nuđenja robne marke spremni brzo reagirati i odgovarati na nove zahtjeve potrošača imaju veću priliku biti prepoznati kao kvalitetni. Robna marka često predstavlja stil života koji se veže uz proizvod.

In today's contemporary offer, there are increasingly selectives forms of tourism that are often changing and supplementing, and camping tourism has developed as a result of increasingly segmented and diversified demand. The purpose of this paper is to compare the offer and the quality of the camps which were declared as the best by the opinion of tourists by the renowned Camping.Info.Awards in 2015. On the prestigious list there was the Croatian camp Slapić from Duga Resa near Karlovac and the Italian Caravan Park Sexten from southern Tyrol. The paper uses the historical method of research, methods of analysis, synthesis, desk research and quantitative methods by distributing survey questionnaires to potential visitors and those who have visited the camp. The aim of the research is to examine the satisfaction and perception of the visitors to the camps that are best in Europe for their hospitality and tourism offer. The experience of leading camps is a good example of how the tourist offer must be developed and supplemented every day to maintain a high standard of quality, attract new guests, and retain the existing ones.