Despite the fact that the topic of the influence of stereotypes and prejudices on the loyalty and willingness of tourists to visit a destination again is increasingly common in world publications, researchers have yet to examine this relationship. The aim of this research is precisely to assess the influence of stereotypes and prejudices (S&P) in the system of other attractors of tourist visits, on the loyalty and willingness of foreign visitors to revisit Serbia as a tourist destination. It is known that Serbia possesses large natural and anthropogenic resources as a basis for tourism development, but it is also known for numerous prejudices and stereotypes, which can potentially dictate loyalty to the destination and the behavior of tourists. The results obtained by the Path analysis show that stereotypes and prejudices, among 892 randomly selected foreign tourists, have a more significant direct influence on the dimensions of loyalty and revisiting Serbia compared to other factors. Further analysis showed that foreign tourists consider the Serbian people to be arrogant, with expressed nationalism and a preserved traditional social approach, as well as that middle-aged tourists show the highest loyalty and willingness to visit again after evaluating all the aforementioned factors. Limitations of the research were related to a lack of understanding of the language and non-cooperation on the part of the respondents. The results of the research have theoretical and applied importance as information for future research in Serbia and beyond, but also for improving the management strategy of tourism development.

This paper aims to analyse the entrepreneurial intentions of tourism students, who represent a significant base of future entrepreneurs and are the drivers of innovations and competitiveness in the travel and tourism industry, which is an important part of the economy of the Republic of Serbia. The study examined whether there are differences in students? entrepreneurial intentions depending on socio-demographic characteristics: gender, place of residence, years of study, and previous work experience, as well as their parents? education and type of employment. The survey was conducted in four higher vocational schools in Serbia on a sample of 330 students of tourism and hospitality management using the Entrepreneurial Intention Scale. The results showed that students had medium intention to start and run their own business and indicate that - among the selected socio-demographic factors - gender, years of study, and prior work experience play an important role in fostering entrepreneurial intentions. Understanding the factors that impact entrepreneurship may contribute to the development of theory in this field, as well as helping paint a clearer picture of how entrepreneurial intentions are formed as a starting point in business.

Understanding the relationship between work stress and job satisfaction is crucial for promoting employee well-being and also for sustainable organizational performance. This study proposes and validates, within the population of employees in Serbia, the Stress Symptoms Survey (SSS), an 18-item instrument for measuring physical and psychological symptoms of work-related stress. The scale shows strong internal consistency where a general factor is highly saturated with all survey items. Regression analysis indicated that lack of organizational support was the strongest predictor of lowered job satisfaction, followed by stress symptoms and general job stress; job pressure showed a positive association with job satisfaction when other stressors were controlled. These results highlight the practical value of the SSS and underscore the crucial role of supportive work environments in mitigating stress, enhancing satisfaction and achieving sustainable work performance.

The tourism industry is one of the industries most affected by the Covid-19 pandemic. Understanding the motivation for travel is essential for the tourism development of the destination and long-term business. This study used the pushpull-mooring model (PPM model) to explain the factors that influence the decision of tourists to visit agritourism destinations in Serbia after the Covid-19 pandemic, with an emphasis on the economic factors of travel. The results obtained by multiple regression analysis indicate a significant effect of economic, as well as other factors within the model, on the decision of tourists. The significance of the research is reflected in the creation of a realistic picture of the influence of factors on tourists’ decisions, and therefore on the creation of future management steps in the management of an agro-tourism destination.

Regarding the definitions of brand, which indicate that the purpose of branding is to create long-term relationships with consumers, brand management can be defined as the process of building consumer loyalty towards the brand. A brand is more than just a product. Practice shows that branded products have been built on for many years, by raising the level of quality, and creating a special relationship with consumers. In the process of creating loyal customer there is a great importance of human resources whose skills, competence and empathy influence the brand positioning. Considering the importance of human resource management, the paper explores the role of employees in the process of creating brand value.

Higher education institutions (HEIs) play a significant role in shaping young people’s perceptions, thus making European and civic education a valuable asset in promoting European Union (EU) values. Previous research suggests that socio-political and socio-economic developments in the Western Balkans may influence educational aspirations and language learning goals. In this context, English learning motivation increasingly appears to be driven by instrumentality-promotion orientations. During the 2024/2025 academic year, 141 students from Croatian and Serbian universities took part in research aimed at determining the relationship between their self-perceived knowledge of the EU and their motivation to use English to ensure better education and EU job market competitiveness. Students in both countries consider English an important asset for future education and employability. At the same time, they perceive themselves as insufficiently informed about the EU, suggesting possible disparities in access to civic and EU-related knowledge. The findings tentatively suggest that HEIs may benefit from reconsidering aspects of their civic and EDE policies, particularly in terms of ensuring equitable access to EU-related knowledge and fostering inclusive pathways toward global readiness.