Iako je koncept gejmifikacije potekao iz sfere digitalnih medija, svoju primenu je našao i u oblasti menadžmenta destinacija. Ovaj koncept, iako se prvi put pojavio pre šest godina, privukao je pažnju ograničenog broja autora, ali nijednog iz oblasti destinacijskog marketinga i menadžmenta, što ovaj rad svrstava u kategoriju pionirskih. Suštinski bitno za implementaciju gejmifikacije je razumeti osnove, ključne elemente, glavne tehnike, kao i biti kreativan u prilagođavanju koncepta uslovima konkretne industrije. Gejmifikaciju je neophodno razlikovati od samog čina igranja igre, koja je u prirodi nestrukturirana i kreirana za zabavu i razonodu. Gejmifikacija je marketing alat koji se koristi za razvoj odnosa sa potrošačima u okviru netipičnog i dinamičkog okruženja same igre. Analizirana studija slučaja pokazuje na koji način se teorijski utvrđeni principi implementiraju u praksi u realnim situacijama.

As it is commonly believed that tourism contributes positively to economic growth, many developing countries rely on tourism in their efforts to enhance their economic conditions. Serbia has also given priority to the development of tourism industry as a part of its economic growth strategy. In this paper we analyze the long-term effects of tourism on the economic growth of Serbia. More specifically, the tourism-led economic growth (TLEG) hypothesis is tested, which implies that tourism is a trigger of Serbian economic growth. This study investigates the causal relations between tourism growth and economic expansion for the Serbian economy by using cointegration analysis. The obtained results show that the hypothesis of tourism-led economic growth in the Serbian economy is confirmed.

Abstract. This study assesses tourist preferences for summer package vacation benefits. The purpose of this paper is to classify summer package tourists based on preferred benefits they seek from their vacation. Analysis of preferences for benefits sought is done by using the Analytic Hierarchy Process (AHP). A sample of 850 respondents was interviewed by telephone in order to reveal their preferences. In order to reveal the grouping of tourists according to their preferred benefits, a two-step cluster analysis has been applied using the log-likelihood measure, while the number of clusters has been determined using Schwarz's Bayesian Criterion. Four segments have been identified based on the benefits sought: variety seekers, package-centrics, comfortseekers and safety seekers. This research showed that fuzzy AHP could be used not just for understanding of tourist preferences, but also as a base for segmentation. This is a first attempt to apply fuzzy AHP for that purpose in tourism.

SažetakIzmeđu razvoja turizma i privrednog razvoja postoji dvosmerna pozitivna veza. Turizam u savremenim ekonomijama ima rastuću ulogu u ostvarenju nekih makroekonomskih ciljeva: zapošljavanje, razvoj manje razvijenih područja, pozitivan uticaj na platni bilans zemlje (izvoz i strane direktne investicije). Učešće privrede direktno i indirektno povezane sa turizmom u BDP je višestruko veće od učešća turizma grane u BDP, što govori u prilog pozitivnom efektu turizma na ukupnu privredu jedne zemlje. Javno mnjenje Srbije ima pozitivan odnos prema turizmu kao delatnosti. Zbog toga je važno da se turizam sistematski prizna kao važna privredna grana u privredi Srbije. Ključne reči: turizam, privredni razvoj, platni bilans, investicije AbstractThere is two-way positive relation between tourism and economic development. Tourism in contemporary economies plays growing role in achieving certain macroeconomic goals, like increased employment, development of the less developed areas and positive impact on the balance of payment (export and foreign direct investments). Businesses directly and indirectly interrelated with tourism participate in the GDP much more than tourism itself, meaning that tourism has a positive effect on different areas of the national economy. Public opinion on tourism is positive one. For all of these reasons it is important to recognize the importance of tourism as the industry in Serbian economy.

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Quality is one of the key factors and determinants for destination competitiveness and is considered a decisive competitive instrument vital for the success of a destination. Destinations that are successful in meetings, incentives, conferences and events/exhibitions (MICE) industry understand the synergies of leisure tourism and business events, as well as their strong differences, especially having in mind how to market the product. MICE differs from leisure tourism in several aspects-motive and purpose of visit, decision making process, travel funding, period of traveling, supply stakeholders and requires a distinct strategy for attracting meetings. Destination quality must be considered as one of the priority performance parameters in the long-term vision and tourism policy at the national level. Quality in the meetings industry can be achieved through commitment of all stakeholders and joint activities directed towards "customer satisfaction". A convention bureau is a type of a destination management organization focused on managing meetings industry stakeholders in order to increase the volume of meetings at a destination. An important task of the convention bureau is to implement certain integrated quality management steps in order to have the standardized offer of the entire destination in the eyes of international clients. These steps include the activities such as developing partnership agreements with industry stakeholders, standardizing level of services and increasing the awareness of convention bureau activities to the public. This convention bureau enables it to raise the chance for the international client to choose a destination for some future event. Methodology is based on the case study analysis of the Serbia Convention Bureau that is implementing certain IQM steps in its operational and strategic activities.

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