Purpose – Today's tourists are increasingly looking for an active, healthy and meaningful way to spend their time at a destination. The purpose of this study, therefore, is to determine the key dimensions of memorable tourism experiences (MTEs) that influence tourists' satisfaction with the vacation experience motivated by the beauty of nature and landscape, as well as the impact of satisfaction with vacation experience on behavioural intentions. Design – Using a structured questionnaire on pencil and paper, data were collected from a sample of 334 travellers who were citizens of the Republic of Croatia and whose primary motive for travel was to visit a natural attraction. Methodology/approach – The questionnaire adopted previously validated scales and was used to explore MTEs, satisfaction with the vacation experience and behavioural intentions. The hypotheses were empirically tested using partial least square structural equation modelling. Findings – The results show that not all MTE dimensions influence satisfaction with the vacation experience among tourists whose primary travel motive was the beauty of nature and landscape. Hedonism, refreshment, and involvement as MTE dimensions had a statistically significant influence on satisfaction with the vacation experience. In addition, satisfaction with the vacation experience had a statistically significant influence on several behavioural intentions, with the strongest influence on intention to recommend. Originality of the research – Tourists in nature-based destinations were found to exhibit specific behaviours, as not all MTE dimensions contribute equally to satisfaction with the vacation experience. This study extends the body of knowledge on tourism experience theory by empirically testing its premises on tourists motivated by the beauty of nature and landscape.

The purpose of this paper is to explain the role of market mavens in the tourist sector and to explore the importance of tourist experience co-creation in increasing loyalty to service providers. A survey was conducted on a sample of 425 Croatian residents who had travelled at least once in the year before the study. Two hypotheses were set and empirically tested by partial least square structural equation modelling (PLS-SEM). This research confirms that market mavens are inclined to share tourist experiences and to engage in tourist experience co-creation. It also shows that if market mavens are co-creating tourist experience with travel professionals they are more likely to continue to collaborate with the same service provider, hence, demonstrating loyalty. This paper contributes to knowledge of consumer behaviour in tourism by emphasising the role of market mavens in co-creating tourist experience. The scientific contribution is found in testing the influence of market mavens on co-creating tourist experience and loyalty to service providers. The paper also explains the implications for service providers in tourism. Learning about the influence of market mavens on the process of co-creating tourist experience can help service providers to engage more with these individuals to enhance their loyalty.

Purpose -The purpose of this paper is to highlight the need for cooperation between tourists and travel professionals in creating a memorable visitor experience. The objectives of the study are twofold: first, to explain the concept of tourist experience co-creation and, second, to explore the relationships among tourist experience co-creation, customer satisfaction, overall travel satisfaction and customer loyalty towards travel professionals. Methodology -The study uses constructs from past literature. A survey was conducted on a convenience sample of 422 Croatian residents who had travelled at least once in the year prior to the study. The hypotheses were empirically tested and validated by partial least square structural equation modelling (PLS-SEM). Findings -Participation in the co-creation process of an experience, together with travel professionals, positively affects customer satisfaction. Further, customer satisfaction with cocreation has a positive effect on overall travel satisfaction and customer loyalty to travel professionals. There is also evidence that overall travel satisfaction positively affects customer loyalty to service provider. Contribution -This study contributes to the knowledge of tourist experience co-creation within the theory of service-dominant logic and customer behaviour. The scientific contribution is found in testing the influence of tourist experience co-creation on tourist satisfaction and loyalty. The applicable contribution emphasises the necessity to include tourists as an active, involved and participating part in the process of providing services. Their involvement in this process will positively affect their satisfaction and loyalty.

PurposeThis paper seeks to explore the perceived role of ethics and social responsibility in achieving the organisational effectiveness among managers in transition economy, the impact of demographic characteristics of managers on it, and the relationship between managers' attitudes towards the role of ethics in business and the firm's performance.Design/methodology/approachThe research was been done by a survey method based on a sample of managers from the most successful Croatian firms. In order to establish the attitudes of Croatian managers on social responsibility, the PRESOR scale was used.FindingsIt has been established that among Croatian managers a positive attitude on the importance of ethics and social responsibility for the firm's success prevails. Except for the age, the connection between other individual variables and the perception of the role of ethics and social responsibility in doing business was not established. A positive correlation between the perception of the role of ethics and social responsibility in doing business, profit and work productivity has been discovered.Practical implicationsThe research results show, to managers in transition and developed market economies, that business success, ethics and social responsibility are compatible.Originality/valueThe original PRESOR scale has been tested on the sample of managers in transition economy. Except for the marketing managers the sample includes also managers in other functions and on different organisational levels.

The purpose – Service quality and customer satisfaction have been extensively researched in the profit sector, but are also important in the non-profit sector. Specialty hospitals and health spas operate in the non-profit sector in Croatia, but some of them try to provide a part of their services to the health tourism market. Hospitals that work in the non-profit sector and especially those that see their future in the health tourism market need to pay attention to service quality and customer satisfaction. Although specialty hospitals are a vital segment of the Croatian health system, there has not been enough research regarding service quality and customer satisfaction measurement in that sector. Therefore, the purpose of this study is to assess the impact of service quality on customer satisfaction in the healthcare sector. Design/methodology – Empirical research is used to determine patients’ perceptions and expectations of service quality in one specialty hospital for medical rehabilitation. SERVQUAL instrument was used to measure the service quality. The SERVQUAL questionnaire included an expectations and perceptions section, each consisting of 34 statements. In addition, the questionnaire contained an extra section relating to demographics and an overall question on the impression of quality of the service provided. One hundred and four (104) satisfactorily completed questionnaires were collected. Findings – The analysis revealed that patients perceived a rather satisfactory level of health care quality across all SERVQUAL dimensions. Patients who perceived a higher level of service quality show greater satisfaction with the services, as well as a higher level of loyalty to the hospital which provides medical services. Research results indicate the multidimensionality of the concept and the existence of a gap between patients' expectations and the perceptions of service quality. Finally, despite the criticism of the SERVQUAL instrument, this study confirms the usefulness of the SERVQUAL model in terms of its reliability and validity for measuring quality in the health care sector. Originality of the research – This paper sheds light on a poorly researched field in the Croatian context. The specific environment in which the research was done demanded the implementation of a modified SERVQUAL model which was broadened with the items referring to sports, recreation and amusement activities. Theoretical contribution of this paper is reflected in testing the dimensionality and reliability of the modified SERVQUAL instrument for measuring service quality in a specialty hospital. It was found that the modified model has four dimensions. The ‘Output quality’ dimension, which refers to the services outside the sphere of medical services, has the greatest impact on the patients’ satisfaction. The practical contribution of the paper is manifested as an encouragement for managers in specialty hospitals to devote greater attention to service quality and customer satisfaction measurement, especially when their goal is to enter the health tourism market. It provides directions for hospital managers to develop strategies which will meet patients’ expectations of service quality and increase their competitiveness in the health tourism market.

Fish is an essential component of a balanced and healthy diet and the present demand for fish cannot be sustained by capture fisheries. Consequently, aquaculture is currently the fastest growing food production industry in the world, contributing to more than half of the global fish production intended for human consumption. Although the image of aquaculture is not necessarily negative per se, consumers around the world still have a greater preference for wild fish. Therefore, the aim of this review is to critically evaluate some of the factors which may affect consumer preferences: socio-demographic characteristics of consumers, quality and safety perception of products from aquaculture, price of aquaculture products and socio-economic aspects of aquaculture, and concerns about the negative impact of aquaculture on the environment and about the sustainability of the production method. A literature review confirmed that age is the most influential sociodemographic variable. Being younger, female or having higher income and a higher education level can result in greater preference for aquaculture products. The image of farmed fish suffers from a perception of lower quality in terms of taste, health and nutritional value and, in some cases, even from low safety perceptions. On the other hand, farmed fish is believed to have lower prices and greater availability. Additionally, economic benefits are one of the main advantages of aquaculture. Mixed results emerge, however, with regard to the environmental impact of aquaculture, but sustainable production may compensate for possible environmental concerns and drive preference for farmed fish. Depending on how consumers weigh up the advantages and disadvantages of both aquaculture and its products, this will result in a preference for wild or farmed fis

Purpose-The purpose of this study is to examine Millennials' selection of future travel destinations especially destinations they dream to visit as well as to identify pull factors that attract them to dream destination. As Millennials are becoming dominant travel segment it is important to explore how they evaluate and based on what characteristics they select their dream destinations they plan to visit. Design/Methodology-The empirical research aimed to explore Millennials' dream destination. Research framework is based on Morgan and Xu (2009) and Kapferer (2008) research. Also, information seeking patterns of Millennials are explored. Empirical research collected data of 420 European travel Millennials. Results were analysed using qualitative and quantitative research techniques. Findings-Research results indicate that young travellers prefer to visit countries in South and Mediterranean Europe. Mainly choosing countries that are famous for their physical attributes and cultural interactions. Several pointed out beautiful nature, cultural heritage and sea & sun. Dream travel destinations are chosen as they offer destination-oriented and socially-oriented attributes. Originality of the research-The paper contributes to understanding Millennials motives for planning future tourist destinations. Also, it contributes to identifying Millennials' perspective in process of selecting future experience as tourists. The research results are valuable to marketing managers in tourist destinations to help them identify future travellers' motives in selecting a tourist destination.

Due to its numerous health benefits, fish consumption should be strongly encouraged. Fish consumption, however, is a complex phenomenon influenced by various factors. The aim of this research is to examine the influence of knowledge, product information, and satisfaction with product attributes on fish consumption in a nationally representative sample of people responsible for food purchasing within households in Croatia (n = 977) and Italy (n = 967). Fish consumption was well predicted (R2 = 15%) by the proposed structural model, using the partial least squares structural equation modelling method (PLS-SEM). The obtained results confirm that subjective knowledge (β = 0.277, p < 0.001) and satisfaction with product attributes (β = 0.197, p < 0.001) are predictors of fish consumption. Subjective knowledge was influenced by product information (β = 0.161, p < 0.001), as well as by satisfaction with product attributes (β = 0.282, p < 0.001), while objective knowledge had an influence on product information (β = 0.194, p < 0.001). Although satisfaction with product attributes was the strongest predictor of subjective knowledge in both countries (βCRO = 0.244, βIT = 0.398), it had a greater effect among Italians (p = 0.001), while the impact of product information (βCRO = 0.210, βIT = 0.086) was more pronounced among Croatians (p = 0.010). Since the mediating role of subjective knowledge in all models was confirmed, action focused on enhancing subjective knowledge should be taken to increase fish consumption.