The purpose of this study is to examine the impact of Serbian tourists’ risk perception on their intentions to travel during the COVID-19 pandemic with the control of socio-demographic characteristics. This research was conducted in the period from 18 May until 24 May 2020, on a sample of 348 respondents, through an online questionnaire. The principal component analysis identified five categories of the perceived risk affecting travel intentions during the COVID-19 pandemic: the health risk, the psychological risk, the financial risk, the destination risk and the travel risk. Logistic regression was used to examine the way in which risk perception affects the intentions and destinations of travel during the COVID-19 pandemic. The research findings indicate that the risk perception (health, psychological, financial and destination risks) among Serbian tourists negatively affects their travel intentions during the COVID-19 pandemic. In terms of travel destinations, the results indicate that the travel risk negatively affects travel abroad, while the health risk, being on the verge of significance, proved to be a predictor of travel abroad during the COVID-19 pandemic. Furthermore, the variable of monthly income of the respondents was singled out as a significant predictor of travel abroad during the pandemic. Finally, the implications, limitations and recommendations for future research are presented in the paper.

The quality of employees' work in the tourism industry depends primarily on their job satisfaction. This has directed the subject of the research in this paper to examine the impact of employee satisfaction on tourist satisfaction with the services of spa tourism in the Republic of Serbia. Research was conducted using the survey method, the questionnaire technique, in Lukovska Spa, based on a sample of 125 respondents, of which 55 were employees and 70 tourists / guests in hotels 'Jelak' and 'Kopaonik'. The most important finding of the research is related to the correlation between the employee satisfaction and the tourist satisfaction with the quality of service in Lukovska Spa, which confirmed the hypothesis of the direct and positive impact of employee satisfaction on the tourist satisfaction with the quality of services. Employee satisfaction has a positive impact on the quality of the service, which directly affects the tourist satisfaction with the quality of the services provided.

The issue of rural tourism service quality does not retain a sufficiently important place in the existing domestic and foreign literature. The purpose of this research in service quality, which is an important initiator of tourist satisfaction and loyalty in rural tourism. The survey was conducted at the beginning of 2020 using a questionnaire-based survey method to 299 respondents. With the purpose of checking the impact of the service quality on the satisfaction and loyalty of tourists in rural tourism of Šumadija and Western Serbia, an analysis was performed using SEM-Structural Equation Modeling. The survey results point there is a direct correlation between service quality and satisfaction, and as well between loyalty and satisfaction. Between service quality and loyalty there is not a direct link, but there is a large indirect effect by satisfaction. The implications of this research, limitations and future research recommendations for are outlined.

The aim of this research is to examine the relationships between the factors of job satisfaction (pay, promotion, supervision, fringe benefits, contingent rewards, operating procedures, co-workers, nature of work and communication) identified by Spector and the organizational commitment in travel agencies in Serbia. The survey was conducted during March and April 2020, on a sample of 152 respondents, using a survey method and validated instruments: Job Satisfaction Survey and Organizational Commitment Questionnaire. Research findings indicate a significant positive relationship between job satisfaction and organizational commitment. Furthermore, the results indicate that pay, promotion, fringe benefits, co-workers and communication correlate significantly with employee commitment, while between the other factors of job satisfaction (supervision, contingent rewards, operating procedures, nature of work) and organizational commitment, there are moderately positive relationships. Implications, research limitations and suggestions for future research are presented.

Competition among tourist destinations is becoming more prevalent as many destinations offer the same or similar attractions, which is why destination branding is becoming one of the primary goals of destination management and marketing. A brand has also become an important factor because it gives added value and commits to providing potential tourists with experience of something special in a specific destination. Therefore, it is important to create a perception of distinctiveness of a destination in the minds of tourists. Branding allows a tourist destination to achieve numerous economic effects, primarily reflected in the increase in the number of tourists, development of business, as well as in attracting new investments. Previous research conducted in our country has not sufficiently addressed tourist destination branding, which directed this research paper toward the challenges of branding tourist destinations in Serbia, with special reference to Prolom Banja - one of the destinations specializing in health tourism. This research aims to determine tourist perception of Prolom Banja, as well as to identify key elements that can influence the branding of Prolom Banja as a destination specializing in health tourism. The study was conducted in February 2019 using the survey method - questionnaire technique. The study sample consisted of 195 respondents. Using optimal statistical methods, the collected data were analyzed and the results of the research were presented. The findings show that tourists have a positive perception of Prolom Banja, while the healing Prolom water, employees, undisturbed natural beauty, wellness, and treatment center offer have been identified as significant elements that can influence the branding of Prolom Banja. Implications, research limitations and suggestions for future research were also presented.

Cultural heritage is an authentic and unrepeatable resource. Cultural, economic, political, and ecological facts evaluate its observations, both qualitatively and quantitatively. Therefore, we won't exaggerate if we say that cultural heritage should have the status of a strategic resource. In this way, both cultural revitalization and general sustainable development are based on it. The scope and dynamics of conducting complex activities, which unite the restoration, conservation, renovation, revitalization, sanitation, and presentation of protected cultural heritage, condition the preservation and promotion of categorized and immovable cultural heritage. The creation of cultural-historical heritage of Sremski Karlovci and its gradual and systematic tourist valorization are the basis for deepening our understanding of its potential. This potential is based on the effective politics of heritage management. It can become an experience and provide pointers for sustainable development. Establishing a correlation between the most important attractions and multipliers supports the necessary move from the multidisciplinary approach to tourism development to an interdisciplinary one. This approach should help one shape and achieve the goals of the development of culture and tourism by relying on cross-sector and interdepartmental connections, and continued cooperation.