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This paper strives for stressing the need for tourism enterprises' (TEs') policy/governance innovation towards more social responsibility for stimulating their competitiveness. The purpose is to develop suggested content-related guidelines for developing social responsible TE policy and to show the practical implementation guidance for implementation of the theoretical research. According to the authors' knowledge, this has not yet been researched in the field of tourism industry (TIN).

The MER model of integral management has been upgraded by Mulej's Dialectical Systems Theory. The authors considered all relevant and only the essential aspects needed for a requisitely holistic approach towards developing the guidelines for innovating the TEs' policy/governance.

Innovation of TEs' policy/governance is possible only with the requisitely holistic and dialectical approach. TEs that will be able to track the suggested guidelines of tourism policy/governance innovation towards holism, systemic thinking, social responsibility, and sustainable tourism are more likely to succeed. Therefore, the stimulating of competitiveness and innovation of the TIN can be achieved through enterprises' policy/governance innovation that the authors suggested.

The TEs can establish socially (and otherwise) responsible enterprise policy/governance in accordance with the recommendations developed here.

The given suggestions are not known in available literature. The paper exposes the need for holism and consistency of TEs' development potential and interdependently examines the overlaying areas of TEs' policy/governance, social responsibility, and holism/wholeness. The Dialectical Systems Theory systemic approach exposes the need to innovate enterprise policy/governance, if humankind is to survive.

Although Slovenia is not part of the Western Balkans region, due to the common Yugoslav (SFRY) history, it faces similar problems as the countries of the region do, but attempts to solve them in a unique way, which could be an example for other countries of that region. Consequently, this chapter explains the necessity of global sustainable development and practices of Slovenia from both the theoretical and practical aspects. Specifically, many Slovenian enterprises have developed a socially responsible culture towards a sustainable future; moreover, many greening practices of more and more sustainable, responsible and ethical enterprises can also be readily found in Slovenia. Furthermore, some researchers see Slovenia as a possible model of a social responsibility program or an integral green country that could be an example towards developing in a sustainable manner and showing a path towards a sustainable future of the world.

This article tackles Croatian public diplomacy, destination and nation branding vis-à-vis an emerging Instagram trend to publish dark tourism related pictures sometimes using the official hashtag CroatiaFullOfLife; hence, poking Croatia tourism development accounts, which promote the country as merely a Riviera destination, and deletes the memories of Yugoslavian and Second Independence wars. Such a monolithic, shortsighted and amnesic destination branding strategy neglects alternative public tourism and public diplomacy opportunities.

The article may improve the understanding of the links between the concepts of Public Diplomacy, nation and destination branding through an exploratory study of dark tourism amateurs experiences in Croatia, documented by pictures published on Instagram, the key digital social media for destination branding. It also outlines the history of Croatian tourism and government's efforts in promoting the overwhelming image of a sunny sea destination since the launching of the “Croatia Full Of Life” destination branding campaign in 2015. The study compares what and how dark tourism amateurs and Croatian main social media influencers publish contents destined to foreign publics.

Croatia's official PR strategies and Instagram accounts ignore the increasing interest of foreign tourists, local younger generations and artists in abandoned places and Yugoslavian and Homeland War heritage monuments. These “light dark chiaroscuro” places are nowhere to be seen on Croatia's official Instagram account. Croatian government fails to embrace some aspects of the nation identity and to take advantage of Instagram trends and niche dark tourism influencers to boost and enrich its public diplomacy and the memorialization process of the darkest aspects of its past.

This research suggests that international Instagram influencers as well as local photographers, artists and history amateurs promote many shades of light–dark chiaroscuro tourism approaches. Their posts tell new narratives about the past and its memorialization, far from the silence and denial promoted by Croatian official Instagram accounts. Mainstream IG Croatian lifestyle marketing influencers and institutional accounts consistently shows beaches, blue waters and bikinis strictly respecting a monolithic, shortsighted and amnesic destination branding strategy. This study shows that some destination and nation-branding strategies could hinder rather than enhance public diplomacy.