The environment often suffers harmful consequences caused by the irresponsible behavior of individuals and businesses. In this sense, neither the tourism industry nor tourists are spared these accusations. Therefore, tourism literature highlights the significance of exploring tourists’ eco-friendly attitudes and behavior and determinants of the formation of both eco-friendly attitudes and behavior. Additionally, consumer literature sheds light on how important green marketing is in changing consumers’ behavior and leading them towards greener consumption behavior. Nevertheless, existing tourism literature on the role of green marketing approaches in predicting tourists’ eco-friendly attitudes and behavior is quite scarce. Hence, the principal aim of the research was to investigate whether the green marketing tool – green packaging and branding, influences tourists’ eco-friendly attitudes and behavior. Additionally, the present paper focused on tourists’ preferences toward green packaging. In an effort to establish this, survey research was conducted among 368 Serbian tourists. The results showed that green packaging and branding positively shape tourists eco-friendly attitudes and behavior, and that attitudes represent significant predictor of behavior. The valuable contribution of this paper lies in practical implications for destination marketers, which highlight how the promotion of green products in tourism could enhance potential tourists’ eco-friendly attitudes and behavior.

The aim of this paper is to develop a new perspective on urban tourist motivations and demotivation's by applying the Analytic Hierarchy Process (AHP) model in order to better understand how tourists make decisions about which destinations to visit. Authors discovered that most important factor within city break travel is internal force, followed by the external force and least important is demotivation. The paper argues that the results indicate the value of applying the AHP model to understand the role and importance both of push and pull factors and demotivators in urban tourism destination choice.

Spiritual travel is increasingly viewed as an asset for the development of sustainable tourism. A great deal of research has been conducted on travel motivation to comprehend spiritually-motivated travel, but less is known about Generation Z’s travel motivation. This subject is relevant since Generation Z will represent the travel market of the future. Therefore, managers of spiritually-themed locations must understand the characteristics of their prospective visitors (Generation Z) in order to create more comprehensive tourism offerings. We use exploratory and confirmatory factor analysis to validate the scale and inferential statistics to analyse the data regarding the main socio-demographic characteristics. Spiritual and Canonical Experiences, Escapism, Ascetic Life, and Social Interactions, Natural and Cultural Values, Religious Events, and Active Participation were identified as the main dimensions in this study. In our conclusion, the ramifications of the findings for destination management and marketing are examined.

Because of its geopolitical and tourist location and because of its ethnic composition, Novi Sad is known as one cosmopolitan city that grew to become the place of gathering and dialogue of many nations, cultures and religious communities. No matter if they are believers, agnostics, atheists, pilgrims, city tourists, travelling through or are the inhabitants, young, middle-aged or retired, all beneficent people can find here all the necessary information written on the account of rich religious and historical sources. The subject of this paper is the tourist valorization of the eight most attractive Roman-Catholic sacred objects in Novi Sad, Petrovaradin and Sremska Kamenica. In this paper the analyzed cultural and religious assets represent alternatives while indicators of the quantitative-qualitative method of assessment of cultural sites are used as criteria. And AHP gradually compares alternatives according to chosen criterion and measures their impact on the goal, which helps man to make the right decision. From the results of the assessment of the analyzed sacred objects The Name of Mary Church with Catholic churchyard and Vicarage - Novi Sad is ranked as the most attractive site. Then, in second place is the Franciscan convert St. George the Martyr - Petrovaradin, followed by The Church of Snežna Gospa in Tekije - Petrovaradin.

In general, pilgrimage is a journey from home to a far sacred place for the purpose of spiritual enrichment (Raj, Morpeth, 2007). This paper is concerned with the possibility for development of religious tourism on Fruska Gora mountain. Nowdays, monasteries and sacred objects and places are the pilgrimage destinations for Orthodox and other Christians and religious belivers, in the Serbia. For instance, the Krušedol monastery is one of sixteen Serb's Orthodox monasteries on the Fruška Gora mountain in the northern Serbian province of Vojvodina. The monastery is the legacy of the last Serbian despot family of Srem - Branković. As a form of movement, pilgrimage has always been an active encounter with uncertainty. The main issue of this paper is to emphasize the importance of gaining modern management and marketing strategies and suggests, in order to make better relationship between Orthodox church and religious tourism. Also, the purpose of this paper is to represent this Christian Holy place as strong touristic destinations that are visited by thousands of tourists and pilgrims. The Year of Faith Tourism 2009, hosted by the World Religious Travel Association (WRTA), is a year dedicated to the promotion of and participation in Faith Tourism. All sectors of society are encouraged to become involved including the media, governments, travel providers/suppliers, and people of faith. .

The Dragačevo Trumpet Festival in Guča (The Republic of Serbia) is a unique competition of folk brass bands in the world and one of the most important events of the overall national creativity and cultural amateurism in Serbia. Therefore, Guča represents an event which is used for branding of tourist offer and musical culture of Serbia at regional and international level. The paper delivers the results of a questionnaire research conducted during the 50th anniversary of The Dragačevo Trumpet Festival in Guča (DTF) in August 2010. The results were based on 300 questionnaires. The questionnaire contained, in one of its parts, questions regarding festival branding and influences, i.e. effects which brands (various advertisements of great sponsors and festival donators) may produce and thus leave an impression on perception of each visitor as well as on a destination itself.