Sustainable development is in many ways the fundamental basis of tourism. The importance and role of sustainable tourism development in the 21st century is at the center of this paper on eco-certificates and green procurement in the hotel industry, within the field of the responsible or green economy. The green hotel economy implies the selection of accommodation in environmentally responsible hotels and other facilities, which are directing their business operations towards green procurement, eco-labeling, and the responsible economy. This paper includes quantitative research of the attitudes of 506 international tourists, who expressed their views on their needs regarding eco-hotels and the green economy in the hotel industry. This research also included the collection of data on green (responsible) businesses by surveying 100 hotels situated in the capitals of southern Europe. Comparing results from hotels with the needs of tourists in terms of the green economy in the hotel industry, significant results were obtained that contribute to sustainable tourism development.

The paper deals with the analysis of the role of activities and characteristics of the manager as a factor in improving the strategic activity of a company. The survey included 327 managers of different levels who are employed in companies operating on the territory of the Republic of Serbia. Correlation analysis confirmed statistically significant relationships between observed activity variables and managerial characteristics and strategic action variables. The regression method confirmed that the variables communication and innovation and flexibility had the greatest influence on all analyzed variables of strategic action, while the variables of activity and characteristics of managers had the greatest importance on the variables of strategic decision making and quality of vision and mission. The aim of the presented research is to point out the importance of activities and characteristics of managers with the goal of business promotion, primarily through strategic action, and that they can be crucial for improving the market and competitive position of companies.

The paper deals with the analysis and role of integrated marketing communications, supported by modern information and communication technologies, in building a brand and improving the business performance of organizations. Marketing orientation enables brand re-cognition on the market, while for consumer loyalty to a given brand, it is necessary to provide the desired level of quality. Correlation analysis determined the existence of the influence of quality on increasing customer satisfaction. In addition, statistically significant relationships were found between marketing communication and brand building, indicating their interdependence. The results of the correlation analysis show that there is an important correlation between quality and marketing communication to improve the business performance of the organization. Regression analysis found that quality has the greatest impact on customer confidence and improving business profitability, with quality management activities that have had the greatest impact are relationship management, people engagement, leadership and fact-based decision making. The results of the regression model pointed out that marketing communication contributes the most to creating brand recognition in the market and achieving greater market share, with the greatest contribution being made by economic propaganda, personal sales and public relations. Variables of quality and marketing communications have been shown to influence the variables of brand building, customer satisfaction and business performance, which are also factors in business improvement. Factor analysis determined the existence of two components, with one component bringing together the factors of brand building and customer satisfaction, while the other component brought together the factors of business performance. A statistically significant association was established between these two components. The aim of this research is to point out the importance of continuous quality improvement as a factor in increasing customer satisfaction, but also the importance of marketing communications in building a brand. Effective brand building in the market and satisfied and loyal customers are a prerequisite for improvement business by improving the business performance of the organization.