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The modern way of life means a quick pace that carries a tremendous amount of stress, irregular diet and lack of physical activity, which poses a health risk. For this reason, the World Health Organization recommends physical activity of at least 30 minutes a day which can be, among others, achieved using the pool. Only safe swimming pool water can provide users with all the benefits of its use, which will lead to overall health improvement. Although microbiological hazards pose the greatest danger to the health, chemical risks, as a result of unhygienic user behavior, should not be neglected since they can lead to a reduced effect of disinfection. The presence of urine in the pool water leads to a chemical reaction between nitrogen compounds from the urine and chlorine-based disinfectant, which creates chloramines which are the prerequisite for the occurrence of by-products of disinfection. As a result of their presence, the pool users may experience irritation of respiratory tract, skin and eyes. Our study was designed to determine the presence of urination during the use of the pool and examine the regularity of using the toilet before entering the pool. The survey was conducted on 1,506 respondents, divided into two age groups. In the age group of 12 to 15 years there were 380 respondents and in the age group of 18 to 25 years, 1,126 participants. Data of our study show that 27.0% of respondents had at least one episode of urination inside the pool. At least one episode of urination inside the pool had nearly one third of respondents aged 12 to 15 years (30.2%) and every fourth respondent in age group 18 to 25 years (25.9%). Of the total number of respondents in our research, 59.5% considered that the use of the toilet before entering the pool is very important hygienic measure. Hygienic significance of this measure identified 41.5% of the respondents in age group 12 to 15 years and 65.7% of respondents aged 18 to 25 years. In relation to the regularity of use, the results of our survey show that 50.5% of respondents, or half of our respondents, regularly use the toilet before entering the pool. In the age group 12 to 15 years hygienic measure regularly applied 35.7% of respondents. A significantly higher percentage of regular use of this hygienic measure, but still not sufficiently high, was recorded in the age group of 18 to 25 years (55.5%). The results of our study lead to conclusion that urination inside the pool is present as a form of unhygienic behavior of pool users, which represents a public health problem. Since the younger age group, from 12 to 15 years, showed a higher degree of risk-taking behavior, fundamental and continuous education on the importance of implementation of hygiene measures when using the pool is necessary. Code of conduct in the context of sports facilities, which include the swimming pools, should start since an early age. Learning about forms of behavior in public places and public sports facilities begins in the family and later continues throughout schooling. Health education is a part of the general culture of every individual, regardless of gender, age, education and standard.

The new economy is greatly determined by the globalization process, radical and frequent changes, as well as the growing importance of knowledge application through the successful implementation of innovation. These determinants directly affect the fact that sustainable competitive advantage primarily reaches organizations that have developed the ability to improve the level of efficiency and effectiveness with the constant development of the total innovation performance. In the new economy, organizations that have the ability to develop and adopt the invention in a short period of time and profitably apply it in all areas of business reach competitive advantage over the competition in time. The growing importance of innovation in function of achieving a sustainable competitive advantage determined a brand new concept and innovation classification. Nowadays, the term innovation means not only a significant improvement in process and product technology, but it refers more to the innovation process in the field of human resources, especially in marketing management. For the above mentioned reasons, the paper pays special attention to the marketing innovation analysis and the increasingly significant impact it has on the process of achieving sustainable competitive advantage.