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A sustainable tourist destination and its content are becoming targets of growing tourism of specific interests. Visits to art or sports events are increasingly part of shorter vacations during weekends or holidays. At the same time, on the global tourist market, the interest of tourism consumers in tangible and intangible cultural heritage is growing, as well as the interest in rural tourism in a peaceful rural environment with traditional values. Interest in ancient culture is the focus of interest of modern consumers, as well as cycling, hunting, green - eco tourism, cruise travel, travel for health - Medical Spa, food and drink tourism, and especially wine tourism. Tourism is a changing, dynamic activity that adapts to increasingly demanding and sophisticated tourism consumers who have changed in the last ten years with a different way of life, pace, style and standard, working hours and the fact that they no longer go on vacation once a year. The aim of this work is to point out the importance of protecting the destination area and preserving local identity.

Proper nutrition is one of the key prerequisites for health. In order to be able to plan the diet in such a way as to provide the body with all the necessary nutrients, it is important to understand the guidelines of proper nutrition and the function, sources and quantity of the necessary nutrients. As human, we are determined by internal and external factors. External factors are our living environment, the society we belong to, culture, family and other social groups with whom we share the same interests. While internal factors are precisely the motives that move us to action, a complicated set of emotions and personality traits. All of the above defines a lifestyle. Humans by definition are not scales, animals have always been an integral part of the human diet. However, it is precisely under the influence of internal and external factors that people consciously decide on the lifestyle they will follow. Ethical motives, such as concern for the welfare of animals, are the strongest motivators for switching to veganism. The production of vegan products is one of the biggest and fastest growing trends in the food industry in recent years. Considering the lifestyle, the impact of veganism on health, the environment and current trends in the food industry, this work tries to determine which product factors and internal factors such as lifestyle and motivation are important, in terms of their influence on choosing a vegan product. In order to confirm the above, research will be conducted on a deliberate sample of 205 subjects who continuously use vegan products.

One of the most common words in everyday use is globalization, which began to be talked about at the end of the 20th century. Public opinion is focused on globalization processes. On the one hand, it becomes impossible for all countries to "hide" behind their borders, while on the other hand, the economic policy of individual countries cannot passively observe contemporary processes of globalization that have affected world flows of production, capital, export, import, labor mobility, and the like. There is a need for countries to fit into these processes because the demands of international markets are becoming more and more strict. Globalization has influenced the increase in the importance of original (traditional) products and services as key elements of tourist content that enable the differentiation and competitiveness of a tourist destination on the global tourist market. The aim of the work is to prove the role and significance of culture, history, traditional crafts and lifestyle of the local population through the consumption of original (traditional) products and services by tourists and their representation in the tourist offer. Furthermore, the aim of the research is to gain an insight through an in-depth interview with the local population of Varaždin County that traditional crafts and intangible heritage necessarily require a special way of preservation.

U doba kada svaka zemlja teži biti društvo znanja, ideja o važnosti znanja u modernim društvima i ulozi sveučilišta u proizvodnji i transferiranju znanja može se naći u svim izjavama, deklaracijama i dokumentima resornih ministara. Relevantnost znanja očituje se u razlikovanju tradicionalne akademije i društva znanja. Dok je u tradicionalnoj akademiji najviši cilj bio kreirati fundamentalno znanje u smislu sveobuhvatnog razumijevanja i otkrića, u takozvanom društvu znanja naglasak se stavlja na korisna znanja ili primjenjiva znanja. Kao jednu od mogućih posljedica ovakvog pristupa buduće znanstvenike, iako obrazovane u interdiscipliniranom području, vidi se kao osobe koje će raditi u primijenjenim područjima. Živimo u digitalno doba kad se informatička pismenost smatra neophodnom vještinom potrebnom za privatni, ali i poslovni koncept života. Nova znanja i vještine potrebno je stjecati što prije, a ne čekati da se pojavi neka nova situacija koja će dovesti i poslodavce i zaposlenike u nezgodnu poziciju. Digitalna transformacija poslovanja odnosi se na stalnu primjenu digitalnih tehnologija usmjerenu osmišljavanju inovativnih poslovnih strategija i poslovnih modela, novih načina vođenja i upravljanja da bi se kupcima ponudili bolji proizvodi, usluge i osobito iskustva njihovog korištenja. Utjecaj digitalne transformacije na uspješnost poslovanja se ogleda kroz korištenje novih, povoljnijih i preciznijih kanala komunikacije s ciljnim segmentom, pri tome se primarno misli na društvene mreže. Digitalno poduzetništvo je u posljednje vrijeme sve popularnije i ima sve veći utjecaj na ukupne gospodarske aktivnosti kako na svjetskoj razini, tako i u Republici Hrvatskoj. Svakim danom sve je više novih mladih tvrtki, tzv. start-upova koji korištenjem najnovijih tehnologija stvaraju inovativne proizvode i/ili usluge prema potrebama potrošača. Ono što suvremeni tehnološki razvoj kao i svi aspekti digitalne transformacije omogućava poduzetnicima je ulazak u svijet poduzetništva s niskim ulaznim troškovima, puno lakši pristup kupcima iz svih krajeva svijeta, mnogo lakše pozicioniranje proizvoda/usluge i/ili tvrtke te pogodni alati za adekvatno segmentiranje tržišta. Svakako to će nam omogućiti brojni europski projekti u okviru Nacionalnog programa oporavka i otpornosti te brojni natječaji koji će u skoro vrijeme biti raspisani.

Increasing digitization and the use of various tools and applications leads companies to target their consumers and direct their marketing communication to a defined consumer profile. Compared to traditional marketing, digital marketing achieves communication and marketing of information to consumers through different channels. Digital personalized marketing, which is adapted to each customer based on data collected about him, is increasingly being used. Due to the content personalization, each user has a unique experience with a specific product or service, which can result in a large increase in the company's digital strategy and increase in sales. The aim of this paper is to evaluate the effectiveness of digital personalized marketing and the ethical use of personal data. The conducted survey aimed to determine the respondents’ attitudes about personal data sharing on the Internet and their impact on the risk perception, as well as the respondents’ attitudes on personalized advertising on the Internet. The results indicate the respondents' awareness of the risk of sharing personal data on the Internet and their skepticism when viewing personalized advertisements.

U svijetu sve veće digitalizacije društvene mreže stvorile su prostor u kojem njihovi korisnici dijele informacije o proizvodima i uslugama prije nego donesu konačnu odluku o kupnji te nakon kupnje koje zasigurno utječu na druge korisnike. Aktivnosti na društvenim medijima, poput dijeljenja informacija, znanja i sudjelovanje u raspravama utječu na potrošačko ponašanje korisnika društvenih mreža, ali i na tvrtke koje na taj način analiziraju ponašanje ciljane skupine potrošača te prilagođavaju način oglašavanja potencijalnim kupcima. Cilj ovog rada bio je ispitati stavove generacije Z o utjecaju društvenih mreža na potrošačko ponašanje. U radu su ispitane razlike u percepciji pripadnika generacije Z o utjecaju društvenih mreža na proces kupnje obzirom na spol i završeni stupanj obrazovanja. Dobiveni rezultati ukazuju da ne postoji statistički značajna razlika u stavovima pripadnika generacije Z o utjecaju društvenih mreža na potrošačko ponašanje prema spolu kao ni u stavovima ispitanika generacije Z o utjecaju društvenih mreža na potrošačko ponašanje prema završenom stupnju obrazovanja, osim u dijelu koji se odnosi na korištenje društvenih mreža u svrhu dolaženja do novih informacija i vijesti.

Through a theoretical and empirical approach to the concept of consumer masculinity, which is determined by social norms, this paper argues that the buying process of male consumers is significantly different from that of women. Based on these differences, which are apparent both in terms of behaviour and attitude, male consumers can be classified into several groups with characteristic shopping styles. The paper looks at the internal determinants of the behaviour of male consumers and presents the specific stages of the complex male consumer buying process. Through a detailed description of the male consumer behaviour that can fit into any existing consumer behaviour model, a model of male apparel consumers’ behaviour is developed and presented. Examples are used to present possible men’s shopping styles according to demographic and personality characteristics, considering the influence of situational factors. As the hypotheses were set, the gender-specific research was conducted on a deliberate sample of 173 male respondents who bought a clothing product in shopping malls. Of the characteristics that characterize our sample, we considered only those that can directly or indirectly affect the experimental results. These are: gender, shopping behavior, interest in fashion and clothing. The main findings of the research are that men’s decision to buy a clothing item is influenced by different shopping orientations, while the environment has no significant impact on that choice.

Pregovarački proces iznimno je kompliciran čak i kada se radi o pregovaračima iz istog kulturološkog okruženja, a kada se radi o međunarodnom pregovaranju postaje još složeniji zbog razlika u životnim stilovima, očekivanju, simbolima, kulturnim vrijednostima, formalnim procedurama, ali i u verbalnom i neverbalnom jeziku. Teško je pregovarati kada se sa suprotne strane stola nađe netko čija je kultura potpuno različita. U današnjem globalnom svijetu nema više mjesta ksenofobiji, stereotipima i predrasudama. Suvremeno pregovaranje temelji se na prihvaćanju i poznavanju razlika među različitim kulturama, a njene osnove karakteristike su: fleksibilnost, kompromis, smirenost, uljudnost, volja u razrješavanju ciljeva, pažljivo izbjegavanje iritiranja sugovornika, poštivanje povjerenja. Osnovni faktor pregovaračkog uspjeha je poznavanje kulturnih različitosti i zato ćete se na radionici upoznati sa kulturnim različitostima, ali i izazovima koje proizlaze iz kulture.

Today's modern conditions of megatransition from industrial to information economy, from economies of scale to knowledge economy, from rigid hierarchical structural organizations to organizations of fluid alliances and alliances, from human management to human relations management, from information to expert systems, from one retail location management of multiple channel formats, is characterized by increasing complexity, dynamism and increasingly difficult predictability of business results in which changes take on turbulent meaning. Online sales applies a multi-channel strategy and continuously introduces new formats in order to achieve market and financial sales results. The application of the category management concept affects the importance and significance of operational logistics activities Online sales, improves optimization processes and confirms the importance of logistics performance on the profitability of Online store. The aim of the research is to show how category management plays a central role in the success and efficiency of the company. In accordance with the main objective of the research, a survey will be conducted among online buyers to define variables such as total quality management practices, customer trust, purchase risk management, and their impact on the financial result of sales.

The paper titled ‘Influence of wine colour on consumer behaviour’ first addresses a theory that seeks to familiarise the reader with wine as a product. The reader will look at wine throughout history, learn about the way wine is made, the types of wine and how it is paired with food. The process of making a decision to buy wine will also be thoroughly considered. This is followed by an introduction to the colour of the wine itself, which is its most recognisable feature. By observing the colour of the wine, many factors can be discovered, such as grape variety, its youth or age, its origin, and the mode of vinification. The subject of this thesis is to determine consumer’s perceptions of wine, their preferences, and their purchasing and consumption behaviours.

With the development of social networks and the strengthening of their power of influence, there is a concept in the marketing field that was not known in traditional marketing channels - influencers and influencer marketing. Influencers are people who release their reviews related to a certain area daily and thus generate a large number of followers interested in that area. According to the number of followers, there are mega, macro, micro and nano influencers. Influencer-based marketing is becoming a powerful tool, but by rapidly monitoring change, consumers are becoming more aware of the strength of the impact of business organizations on their behaviour and the need to control their purchasing behaviour.

The sharp increase in tourism in the Republic of Croatia has resulted in the emergence of mass tourism that has negative effects on the natural, social and cultural environment. As a reaction to mass tourism, there was a need to apply the principles of sustainable tourism. Today, due to the rising economic standard of citizens of developed countries, the trend of traveling throughout the year is growing, and the travel period in the pre- and post-season is becoming increasingly popular. Tourists are increasingly environmentally aware, and seek authentic experiences, contact and connection with the local community, and appreciate the ecological preservation and cleanliness of the environment, and the delivery of integrated tourism products involved a larger number of stakeholders to achieve consistency of green marketing goals. The main goal of the paper is to point out the need to apply a systematic approach to stakeholder involvement in achieving sustainability of the tourist destination.

Internet and rapid development of technology have greatly changed the expectations and needs of consumers. Given the numerous advantages of Internet, consumers increasingly tend to choose and buy products from the comfort of their homes. Digital marketing is increasingly used to promote products and services to meet consumer needs and expectations. Generation C is one of the consumer segments whose members grew up with digital media. This group includes members of all generations whose main characteristic is constant connection via Internet and devices of the latest technology. The aim of this paper is to analyze attitudes on the consumer behavior of Generation C and the role of digital marketing communication in products selection. The obtained results show that Generation C members search for the information about goods and services before making a purchase decision and research reviews of other consumers who have used them and shared their experience on social networks and the seller's website. Generation C members like to share their satisfaction or dissatisfaction about goods or services they purchased in order to warn others about its shortcomings. Generation C lives in a digital age where sharing post-purchase experiences is easy and at the same time useful for future consumers.

Purpose - The aim of this paper is to analyse the trends of the global video game industry during the Covid 19 pandemic. Methodology - The research is based on an analysis of the revenue of the global video game industry and the trend in the number of users. The research is divided into an analysis of the revenue structure as well as a geographical segmentation of total revenue. The results of the financial analysis are compared with the results of the trend analysis of the number of users. The results - research has confirmed the strong impact of the Covid 19 pandemic on the revenue trend of the global video game industry. The crisis has hit the traditional media markets of Europe and the USA the hardest. The number of users has grown steadily despite the Covid 19 crisis. Conclusion - The global video game industry has developed into the largest segment of the media industry. Revenues and the number of users are constantly growing. Even higher revenue growth can be expected in the coming years.

The paper titled The influence of wine color on wine selection and consumption is first addressed by a theory that seeks to familiarize the reader with the wine itself as a product. They will look at wine throughout history, learn about the way wine is made, the types of wine and how it is paired with food. The process of making a decision to buy wine will also be thoroughly considered. This is followed by an introduction to the color of the wine itself, which is the most recognizable feature of wine. Looking at the color of the wine, many factors can be discovered about the wine, such as the grape variety, its youth or age, origin, mode of vinification. The subject of this thesis is to determine consumer’s perceptions of wine, their preferences, and their buying and consumption behavior.

Experiences in tourism have a high value for consumers and demands for them are on the rise. Consumers in tourism are therefore willing to pay a high price for experiences. However, competition in the tourism market is also on the rise which requires innovation in new tourism experience products in order for the destination to remain competitive. That is why it is crucial for destinations to build and offer experiences in the right way. A tourist destination that recognizes the potentials of the experience economy will gain a competitive advantage and profit as opposed to those that do not offer the experience. An experience is the creation of a story, theme, or anything that can represent an experience, and it often varies from person to person. This paper lists some forms of influence on the tourist experience in the selected tourist destination, such as: arrangement and presentation of the destination, size and choice of tourist products, prices, product brands, staff employed in tourism, atmosphere within the destination, rituals, population and their legends and events. The economy of experience is the search for unique experiences that change life, experience and feelings beyond the ordinary, everyday ones.

Wellness is a relatively new phenomenon in the tourism world which, as the season expands and capacity utilization increases, becomes a strategic product and should be considered, treated and nurtured with staff, sales agents and anyone who can directly or indirectly participate in product´s sales. Although the potentials of wellness and other forms of health tourism in the Republic of Croatia are insufficiently used, it can be confirmed that in the Republic of Croatia there is a complex structure of wellness tourism. The quality of service in the wellness center becomes a central determinant that can attract and retain consumer, but also irreversibly "lose" it. In order to adequately manage the quality of service in the wellness center in tourism, it is necessary to know the strategies in resolving complaints and reclamations. The aim of this paper is to determine how most consumers of wellness services are actually dissatisfied with the way of resolving a complaint. The phenomenon of the paradox of resolving complaints is the focus of this research and using the theory of the paradox of resolving complaints, the authors will assess the amount and structure of complaints in terms of outcomes, methods of procedures used in the wellness center to achieve outcomes and the nature of interpersonal procedure, complaints and reclamations. Furthermore, the paper will test the hypothesis of the interdependence between satisfaction with resolving complaints and satisfaction of consumers of wellness services.

The COVID-19 pandemic struck the world last year, having brought significant changes not only to our lifestyles, but also to values that have reshaped along with this atypical change. In 2020, corporations were, regardless of their profit, sustainability, number of employees and competitiveness, all exposed to uncertainty, which in turn resulted in the initiative to reassess the definition of their footing within companies, in their corporate values and corporate culture, as well as in society as a whole. The basis of this paper is the decision to maintain companies’ strategic position on the market prior to the pandemic. The maintaining has been defined on a legislative and regulatory basis, by market positioning and corporate values, the latter being, just as human lives, stricken by the pandemic. This paper will examine the viability of establishing corporate culture as the instrument for optimization of all resources during lockdown, along with the implementation of the corresponding principles of corporate management, notably in the area of corporate culture. The purpose of the suggested correspondence is to initiate the creation of a company’s strategy and to define significant corporate values upon implementing a new working model in companies that were forced to switch to remote working. Thus, corporate culture and corporate values, which are by that fact less noticeable, have a dominant impact on the type of response that companies apply to the pandemic and to the organization of business conduct during lockdown.

Impulsive shopping implies a temporary satisfaction that the consumer feels when buying a product without thinking about the consequences and whether he really needs that product. There is an instantaneous impulse, stimulus, pleasure, happiness, instinct, excitement, emotionality, hedonism, and all these are causally consequential segments of impulsive buying. Situational factors are divided into several segments, namely the physical environment, the social environment, time as a situational factor, and a psychological state. The aim of the research part of the paper is to determine how important the layout within the store is to consumers when buying and whether the layout of the store itself really affects impulsive shopping, and how much the physical environment affects impulsive shopping. The research was conducted through a survey questionnaire. The research proved a significant influence of consumer characteristics, their involvement and experience, and situational factors of retail space on the impulsiveness of the purchase.