“…These models have been widely employed in recent research, both in developed and developing countries (e.g. Atik Yildirim & Kovačević, 2022;Ebaid, 2023;Kukreja et al, 2020;MacCarthy, 2017;Suffian et al, 2022), Serbia being no exception (Dimitrijević & Danilović, 2017;Dimitrijević et al, 2018;Knežević et al, 2021;Milašinović et al, 2022) and even in the tourism and hospitality industry (Milašinović et al, 2022).…”