The subject of this paper is the interdependence of communication and digital literacy, as original entities, and especially digital communication and science and scientific knowledge. In the present day, digital literacy is a necessary ability for scientific professionals. The concept of digital literacy is increasingly prevalent in the 21st century. Scientific research requires the capacity to efficiently use digital tools, platforms, and databases as technology continues to improve at an unparalleled rate. The capacity to get and assess data from a variety of online sources is a crucial component of digital literacy for scientific professionals. In order to encourage cooperation and creativity across scientific groups, digital literacy is vital. Moreover, scientific professionals that possess digital literacy are better equipped to disseminate their research findings to a larger audience. The essence is that the higher the level of digital literacy, the easier it is to find suitable and therefore the best forms of communication.

The subject of this paper is the influence of social networks on the personal branding of athletes. The goal is to point out the importance of social networks in the process of personal branding of athletes. A responsible personality marketing management enables athletes to continue their successful careers even after the end of their engagement in sport. Social networks have an increasingly important role in this because they are also a measure of the influence of athletes, which can be quantified by the number of followers on social networks such as Facebook, Twitter, Instagram, etc. Some athletes earn more from their sponsorship agreements and activities on social network sin which they promote a certain brand than from professional contracts and salaries in their clubs. In the context of the topic of this paper, social networks can be viewed in two ways, as a means of improving the image of athletes, and as a tool that athletes use to promote brands. In the first case, the basic outcome is their higher commercial value, while in the second, the commercial effects are reflected in the earnings from brand promotion. This paper shows the connection between social networks, famous athletes, marketing tools applied in personal branding and commercial effects on that basis. The basic assumption that the commercial effects of personal branding of athletes can be successfully realized in the environment of social networks is confirmed.

The Nature Park Ponjavica (NP) is the habitat of strictly protected plant and animal species, located in AP Vojvodina, in southern Banat (Northern Serbia). The area of the park covers 302.96 ha. Protection zones I, II, and III have been established in the protected area of the NP. The NP includes the middle course of the Ponjavica River, which has preserved characteristics of watercourses of plain areas and coastal remains of wetland habitats. The most valuable area of this park in terms of protection is an island with an area of slightly less than 1 hectare. According to the IUCN (International Union for Conservation of Nature), the NP is classified as the fourth category—Habitat and species management area. The good geographical position of NP is one of its main characteristics. The NP can be a destination where specific forms of tourism can be developed, such as ecotourism, nature-based tourism, birdwatching, scientific and research tourism, etc. Numerous historical sites represent a significant potential for the development of cultural tourism. The research examined the influence of institutional, economic, ecological, and socio-cultural sustainability on the respondents’ satisfaction. The quantitative methodology in this research included a questionnaire as a survey instrument for respondents. A total of 547 residents were surveyed. The results of the research indicate that there is considerable satisfaction among residents with sustainable tourism. The results of the research can help in the development of numerous tourism development strategies in which the wetland is the primary resource.

The Special Nature Reserve “Titelski Breg” (TB) is a protected area (PA) of category I, located in the AP of Vojvodina in the south-eastern part of Bačka. The reserve covers an area of 496 ha. A protection zone covering an area of 8643 ha has been established around the PA. The International Union for Conservation of Nature (IUCN) states that this PA is classified as a category IV habitat and species management area. Its good geographical and traffic position and close distance to Romania and Hungary, as well as the nation’s major cities, make this PA accessible to a sizable number of both domestic and foreign tourists. There are numerous plant and animal species in the reserve, which makes this area unique. The population living around this reserve has an exceptional and valuable cultural heritage, which represents significant complementary tourist motives. To examine the state of sustainable tourism (SuT) in TB and the impact of SuT on the satisfaction of the respondents (SoR), the PoS model of study was used. The quantitative methodology in this research included a questionnaire as the survey instrument for residents and visitors. There were 630 respondents altogether (400 locals and 230 guests). Four aspects of sustainability, economic, social, cultural, and institutional, were used to analyze the state of SuT in this PA. The study’s findings show that SuT significantly affected the SoR. Analyzing the role that additional protected areas may have in SuT can be supported by the research outcomes. Additionally, the proportion of each sustainability characteristic in SuT can suggest guidelines for national programs that aim to develop PAs and tourist development at the same time.

The development of sports tourism in the modern age is linked to the concept of sustainability. Sports tourism is a specific form of tourism that involves the use of ecological, economic and social principles of sustainability. Recreational sports in today's conditions become an integral part of the lives of both people at home and those who go on trips, so tourist destinations have turned to the development and improvement of sports tourism. Destinations located in areas of rural development have enormous potential for the development of sports tourism, and they have the greatest potential if they are in the initial stages of development. Serbia is well-known in the world of sports, so the development of sports tourism can be recognized in neighboring countries and in other countries that have insufficiently used this market. It is Serbia that can provide education in the field of sports tourism to neighboring countries. The countries of the Western Balkans are undervalued in the context of tourism development, so in the coming period it is necessary to determine which elemental services would provide a faster incentive for more intensive development. For the purposes of this paper, research was conducted that will provide answers about the possibilities of sustainable development of sports tourism in Serbia. The total number of respondents is 200. The survey was conducted online and included all regions in Serbia.

This is the first study on the tradition and cultural heritage of the rakija market based on consumer behavior analysis. The primary objective is to investigate the impact of cultural tradition on consumer behavior regarding the purchase of rakija, the national alcoholic beverage of Serbia. The secondary objective of this research is to measure the magnitude to which the marketing program of distilleries influences consumers’ purchases of rakija. The research data were collected in Serbia from December 2023 to March 2024 utilizing a survey approach. Electronic data collection was carried out through an online questionnaire. The study sample comprised 608 valid respondents (n=608) who were chosen randomly. Traditional cultural heritage affects the purchase of rakija; however, the UNESCO recognition of šljivovica as part of its intangible heritage list does not. Moreover, the marketing program of distilleries affects the purchase of rakija. However, the effect sizes of these phenomena are insignificant.