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This paper seeks to analyze how local media in Serbia, North Macedonia and Bulgaria have integrated digital technologies and tools into their work and corporate communication during the pandemic.

The methodology used in the research is based on a qualitative approach reflected in the use of semi-structured interviews with 26 media professionals. The research questions were: (1) In terms of their use of digital technologies, what are the differences and similarities between Serbia, Bulgaria and North Macedonia? (2) How did the local media digitize their work and internal communication during the state of emergency in the target countries? (3) Is there a digital divide between local and national media?

The results show changes in the work conditions for local media during the pandemic, both regarding the needs of the public and media professionals, along with a greater call for the integration of digital technologies and tools relative to the pre-pandemic period. The integration of digital technologies into local media’s daily work and the mechanisms in which they can change the way of reporting, production and work environment in this part of the world has been underresearched.

This research is limited by the number of interviewed media professionals as well as the negative consequences of the COVID-19 pandemic. The results can be the basis for broader research on local media in Balkan countries that have not been the focus of academics so far.

The study looks at how digital technologies are integrated into media production processes as well as into internal strategic communication and work organization under the influence and conditions of the pandemic. This type of analysis has not yet been carried out in any of the three countries, and it is especially pertinent because it compares data from nations that are culturally similar yet have distinct political, social, and digital development and features. In addition to that, the study focuses on the impact of local media and thus contributes to theory further, as the impact of local media has been underresearched internationally despite its large influence on public opinion formation.

This study aims to investigate whether the model containing five organisational determinants of corporate entrepreneurship developed by Kuratko, Hornsby and Covin is valid in Serbia.

The model was tested on a sample that included managers and employees from four banks in Serbia. The Corporate Entrepreneurship Assessment Instrument (CEAI) was used as the research instrument and factor analysis was used as the basic statistical method. This study examined whether the 48 items that compose the CEAI could be grouped in the context of the national culture of Serbia to provide the five determinants that were identified by Kuratko, Hornsby and Covin.

The results show that the factor analysis identified four determinants identical to those in the CEAI model. However, time availability failed the validity test in previous studies conducted in Serbia and other countries with collectivist cultures. It can be concluded that collectivism connected with high-power distance, uncertainty avoidance and the polychromatic concept of time caused the cultural limitation of time availability as a determinant of corporate entrepreneurship.

This study indicates that national culture could be a factor that determines the validity of organisational determinants of corporate entrepreneurship and that these factors cannot be taken for granted in cultures other than those in which the theory of corporate entrepreneurship arose. Finally, corporate entrepreneurship has been investigated in the banking industry, which is unusual because it is globally renowned for its conservatism.

To evaluate some of the current discussions about the possible impacts of social networks on the development of gastronomy in the Republic of Serbia. There could be either positive and/or negative impacts and this viewpoint provides some reflection on what the future might hold for some if not many tourism destinations in Serbia and the region when the tourism industry restarts after the pandemic of Covid-19 virus.

The research was conducted in December 2021, on a total of 244 respondents in three cities in Serbia. SPSS software was used, version 26.00, and the obtained data were analyzed by descriptive statistics. Then, to determine the structure of the questionnaire and the percentage of variance, an exploratory factor analysis was performed together with a higher order factor analysis, in order to obtain the desired number of factors. Subsequently, the authors used multiple regression analysis to confirm the significance of the predictors. The goal of the research was to determine whether, and to what extent, social networks can predict the choice of restaurants and gastronomic offers in Serbia. Serbian gastronomy has a great influence on the development of tourism, so this research has a wide scientific and practical contribution.

This paper provides a context and viewpoint on the possible implications of impacts of social networks on the development of gastronomy in the Republic of Serbia in the future. It has been proven that social networks can have an impact on the development of gastronomy and tourism itself.

To examine the impact of social networks on the development of gastronomy, the authors conducted a survey online due to the current Covid-19 pandemic. The limitation of this research was precisely that the authors did not have the opportunity to conduct the research live due to the Covid-19 pandemic. It is recommended that such surveys be conducted live in direct contact with respondents in the future in order to obtain a larger sample with fully completed questionnaires.

The importance of social networks is increasingly a topic of study of world research, especially when it comes to gastronomy, which is becoming increasingly important as an activity in the tourism industry. The results indicate that the greatest importance in predicting the choice of restaurants and gastronomic offers has social networks and marketing. The importance of the work is reflected in the recognition of the importance of social networks, in order to better place Serbian gastronomy.

This paper offers a synthesis of views that fosters an understanding of the possibility of impacts of social networks on the development of gastronomy in the Republic of Serbia before and after the Covid-19 pandemic.

The viewpoint proffered in this paper provides scope for a rapid evaluation of the current status of gastronomy tourism in Serbia which can help practitioners and researchers in the faster and better development of gastronomy and tourism.

This study aims to develop and test a model of the wellness spa hotel experience. The model proposes that experiencescape dimensions (sensory, functional, social, natural and hospitality culture) are important antecedents of guest satisfaction with a wellness spa hotel experience. The study also tests the relationship between satisfaction, wellness-induced well-being, experience co-creation and word-of-mouth (WOM).

Data was collected in the post-pandemic period, during September–November 2022 from 567 domestic guests who had stayed in a wellness spa hotel in Serbia.

Besides the social experience scape dimension, all other dimensions of experiencescape (sensory, functional, natural and hospitality culture) were found to be positive drivers of guest satisfaction with a wellness spa hotel experience. The relationship between satisfaction, wellness-induced well-being, experience co-creation and WOM was also supported.

This study emphasises the role of experiencescape in concurrence with the antecedents in cultivating guest satisfaction with a wellness spa hotel experience, which further influences wellness-induced well-being, experience co-creation and WOM.

Understanding the multifaceted images of tourism destinations is critical for effective destination marketing and management strategies. Traditional approaches, including conceptualization of destination images or analysis of their antecedents and consequences, are commonly used. This study aims to advocate the inclusion of visitors’ latent profiles based on cognitive images to enrich the evaluation and formulation of destination marketing and management strategies.

The analysis focuses on Serbia, an emerging destination, that attracts an increasing number of first-time, repeat and prospective visitors. Exploratory factor analysis and confirmatory factor analysis were used to test the potential dimensions (tangible and intangible cultural destination; infrastructural and accessible destination; active, nature and family destination; sensory and hospitable destination; and welcoming, value for money (VFM) and safe destination) of the cognitive destination image factors scale while subtypes (profiles) were obtained using latent profile analysis (LPA).

The cognitive image component encompasses the perceived attributes of a destination, whether derived from direct experience or acquired through other means. The study identified the following profiles: conventional destination; sensory and hospitable destination; welcoming, VFM and safe destination; secure and active family destination and accessible cultural destination, which are presented individually with their sociodemographic assets.

The main contribution of the paper is the application of a novel method (LPA) for profiling visitor segments based on cognitive destination image. From a theoretical perspective, this research contributes to the extant body of literature pertaining to the destination image, thereby facilitating the identification of discrete latent visitor segments and elucidating noteworthy differences among them concerning a cognitive image.

The current study aims to examine if the internal marketing and employees’ personal traits can predict their green innovative behavior at the workplace.

A survey was conducted with 683 frontline employees working in four- and five-star hotels in Serbia. Zero-order bivariate correlations among variables and linear multiple regression were conducted to predict green innovative behavior based on internal marketing, personality traits and psychological capital. Binary genetic algorithms were used to segregate the subset of predictors that would be most suitable to describe variance in the outcome.

The results showed that internal communication, incentive and reward systems, work support, work environment, openness and creative self-efficacy were the most important predictors of almost all the phases of green innovative behavior.

The research showed that a multidimensional approach in analyzing green innovative behavior is necessary as some factors can be significant or not so significant predictors. Acknowledging that innovation is a multistage process, entailing distinct activities and requiring varied individual behaviors to accomplish each task, amplifies the importance of this inquiry. Employees’ personal characteristics have direct impact on green innovative behavior in hospitality. Further, the results gave an insight into the possible mix of elements of internal marketing that can be used for boosting employees’ green innovative behavior in hospitality. This is important as implementing effective internal marketing practices empowers organizations to motivate employees to invest discretionary efforts.

本研究旨在探讨内部营销和员工个人特质是否能预测他们在工作场所的绿色创新行为。

在塞尔维亚的四星和五星级酒店中, 对683名一线员工进行了调查。在变量之间进行了零阶双变量相关性和线性多元回归, 以预测基于内部营销、个性特质和心理资本的绿色创新行为。使用二元遗传算法(GAs)将适用于描述结果变异性的预测子集进行分离。

结果显示, 内部沟通、激励和奖励制度、工作支持、工作环境、开放性和创造力自效能是几乎所有绿色创新行为阶段的最重要的预测因素。

研究表明, 分析绿色创新行为需要采用多维度的方法, 因为某些因素可能是更或更少决定性的预测因素。承认创新是一个多阶段的过程, 涉及到不同的活动, 并要求采用不同的个体行为来完成每个任务, 这加强了对这一调查的重要性。员工的个人特征直接影响了酒店业的绿色创新行为。此外, 结果揭示了可以用于促进酒店业员工绿色创新行为的内部营销元素可能的混合。这是重要的, 因为实施有效的内部营销实践使组织能够激励员工投入可自由支配的努力。

El presente estudio examina si el marketing interno y los rasgos de personalidad de los empleados pueden predecir su comportamiento innovador ecológico en el lugar de trabajo.

Se realizó una encuesta a 683 empleados de primera línea que trabajan en hoteles de cuatro y cinco estrellas en Serbia. Se llevaron a cabo correlaciones bivariadas de orden cero y regresiones lineales múltiples (LM) para predecir el comportamiento innovador ecológico en función del marketing interno, los rasgos de personalidad y el capital psicológico. Se utilizaron algoritmos genéticos binarios (AGs) para segregar el subconjunto de predictores más adecuado para describir la variabilidad en el resultado.

Los resultados mostraron que la comunicación interna, los sistemas de incentivos y recompensas, el apoyo en el trabajo, el entorno laboral, la apertura y la autoeficacia creativa eran los predictores más importantes en casi todas las fases del comportamiento innovador ecológico.

La investigación demostró que es necesario un enfoque multidimensional para analizar el comportamiento innovador ecológico, ya que algunos factores pueden o no ser predictores significativos. Reconocer que la innovación es un proceso de múltiples etapas, que implica actividades distintas y requiere comportamientos individuales variados para realizar cada tarea, amplifica la importancia de esta investigación. Las características personales de los empleados influyen directamente en el comportamiento innovador ecológico en la industria hotelera. Además, los resultados ofrecen una visión de la posible combinación de elementos de marketing interno que se pueden utilizar para impulsar el comportamiento innovador ecológico de los empleados en la hotelería. Esto es importante ya que la implementación de prácticas eficaces de marketing interno permite a las organizaciones motivar a los empleados para que inviertan esfuerzos discrecionales.

The purpose of the paper is to determine the importance of trade logistics in export intensification and competitiveness on the level of individual companies. Within the framework of logistics performance, the influences of customs efficiency and physical trade infrastructure quality were tested on export while the contribution to improving competitiveness was analyzed through logistics services and the Logistics 4.0 component. In addition, the influence of competitiveness on companies’ exports was examined.

The research was conducted based on a survey intended for the management of export-oriented companies which was distributed through the system of the Chamber of Commerce and Industry of Serbia. A total of 298 responses were collected and provided the basis for the application of structural equation modeling (SEM) approach.

The physical trade infrastructure was found to be a significant factor in stimulating exports, while the quality of logistics services has a statistically significant impact on the level of competitiveness. The results also indicate that improving the competitiveness of companies gives positive results in stimulating their exports.

Studies that analyze the impact of trade logistics using primary data from surveys are rare. In this paper, for the first time, the SEM methodology was applied in the assessment of logistics performance effects on export and competitiveness of individual companies. Also, the impact of the logistics 4.0 concept on selected companies’ performance was empirically tested for the first time.

Prosperity and growth of emerging economies rely heavily on the innovativeness of higher education institutions (HEIs) and their ability to provide employable graduates with entrepreneurial competencies and flexibility in the assessment of their progress in gaining knowledge. The innovativeness of the higher education system is not always reflected through optimal educational content, innovative study programs, skills improvement, assessment methods, etc. The study aims to analyze and evaluate how selected internal factors, reflected in organizational support for innovativeness of HEIs, and external factors reflected in government support for innovativeness of HEIs determine the innovativeness of HEIs, as one of the key determinants of economic prosperity.

The authors analyzed three facets of higher education innovativeness, i.e. graduates' employability, entrepreneurial competencies and new ways of assessment. The sample included 664 students from the University of Kragujevac, Serbia, and the University of Maribor, Slovenia. The authors applied structural equation modeling (SEM) to examine relations.

The results clearly show that in order to become the driver of development in emerging economies, universities must act in different directions, focusing on different organizational drivers of innovativeness, such as academic autonomy of teachers, student participation in curricula design, enhancing new ideas and compensation system, provide resources etc. Organizational support and government for innovativeness of HEIs affect students' entrepreneurial and social skills, creative thinking, leadership, interactive competencies and knowledge-skill-attitude. Assessment tasks and associated learning should be redesigned to enable students to be involved in the evaluation of their work.

The study strives to reduce the research gap identified in the field of researching the drivers of innovativeness in higher education and offers implications for emerging markets regarding various factors that determine the innovativeness of HEIs and consequently contribute to fostering innovation and entrepreneurship in emerging markets. Originality derives from the fact that even though the authors have explored HEIs in Serbia and Slovenia, the results are fully transferrable to other former socialist states, considering their similar socio-economic and educational background. Results of this research complement the understanding and provide new knowledge for further development of innovativeness in HE.

This paper analyses the role of intellectual capital (IC) as a factor of the financial performance of entrepreneurial firms, which are recognized as the main drivers of economic growth and employment.

The sample consists of 188 business owners from Serbia. The primary data are collected using the questionnaire, while the secondary data come from the annual financial statements of their companies. The elements of IC as independent variables are grouped into three components: human, structural and relational capital; sales revenue and operating profit CAGR (5y) are used as dependent variables, while company size and industry type are used as control variables. Statistical analysis involves factor and regression analyses.

The results reveal that IC components contribute to the long-term financial performance of entrepreneurial firms. Specifically, the following elements have positive effects on financial performance: knowledge of the entrepreneur, process improvement and organisational culture. On the other hand, entrepreneurs’ social skills and tenacity were found to have a negative impact on revenue and operating profit growth, while support from informal networks had a negative effect on the growth of sales revenue.

This study aims to fill a gap in the literature on the impact of IC on the financial performance of entrepreneurial firms.

This study aims to integrate the resource-based view (RBV) with other theories that consider external factors necessary to respond successfully to dynamic and uncertain entrepreneurial business conditions.

The paper introduces an multi-criteria decision-making (MCDM) approach, utilizing the axial-distance-based aggregated measurement (ADAM) method with weights determined by the preference selection index (PSI) method, to rank eight European countries based on the Global Entrepreneurship Monitor (GEM) data. Additionally, the paper extends the existing entrepreneurial ecosystem taxonomy (EET), offering an additional classification.

The performed analysis emphasizes the importance and necessity of involving different dimensions of EE in assessing the countries' entrepreneurship performance, which facilitates creating adequate policy measures.

The crucial limitations are assessments based only on the GEM data from a particular period, possibly leading to a certain bias. Future research should involve data from various resources to increase the results' reliability.

The ranking results and country classification obtained using the ADAM-based approach and two distinct taxonomies served as the basis for formulating tailored policy recommendations, aiming to formulate tailored policy implications for increasing the number of new entrepreneurs and improving innovativeness, sustainability and internationalization of existing entrepreneurs for each group of countries.