Exploring Croatians9 Fledgling Equity Investing Activities: Not Informed or Not Interested?

In a world where secondary capital markets play an increasingly important role in wealth accumulation and financial planning, Croatia remains a step behind. Despite the growing accessibility of investment platforms and global exposure to financial knowledge, many Croatians continue to avoid participation in their domestic stock market. The Zagreb Stock Exchange (ZSE), once seen as a platform for growth and economic opportunity, now faces declining activity and public disengagement. This research was conducted to uncover the reasons behind this hesitation. Through a comparative survey of Croatian and American participants, the findings reveal that the core issue is not a lack of interest, but a lack of financial knowledge and confidence. Croatian investors tend to be risk-averse, rely heavily on intermediaries, and perceive the stock market as complex and unstable. However, beneath this reluctance lies a growing curiosity. Many respondents expressed a willingness to invest if given more support, education, and transparency. By identifying the psychological, cultural, and structural barriers to equity investing, this study highlights the urgent need for change. With the right support, Croatia9s equity market could become a more inclusive and dynamic space for individual investors, contributing to both personal financial growth and broader economic development

A Vision for Expansion: Introducing Equestrian Services as an Extension of Luxury Offerings: The Case of MV Ranch

This case study explores the expansion of Maslina Resort through the introduction of MV Ranch; an equestrian tourism project grounded in the philosophy of mindful luxury. Located in Košute, Croatia, MV Ranch seeks to redefine luxury travel by fostering a deeper connection between guests, horses, nature, and local culture. More than just a facility for horseback riding, MV Ranch emphasizes sustainable equine management, emotional well-being, and meaningful human–horse interactions. Drawing on a qualitative approach centered around a personal interview with the founder, the study investigates the integration of equestrian services within a high-end hospitality brand, addressing key areas such as customer preferences, ethical operations, market positioning, and workforce development. The founder’s vision, shaped by a lifelong bond with horses and guided by empathy and responsibility, drives every aspect of the project; from stable design and event planning to equine-assisted therapy and guest experience. The case provides valuable insights for students and professionals in luxury hospitality, equestrian business, and sustainable tourism, offering a real-world example of how values-driven leadership can shape a distinctive and ethical tourism offering

1 Potential Benefits of Organized Film Induced Tourism in Croatia

Croatia has become well known around the world as a filming location, especially thanks to popular productions like Game of Thrones, which have helped boost tourism. This study looks at the economic benefits of tourism driven by film, how Croatia can attract more film projects, and the challenges that come with it4such as too many visitors in one place and the need to protect historic sites. Surveys of students and tourists showed that many are aware of Croatia9s filming locations, though not all consider it a main reason for their visit. However, respondents showed interest in handson experiences, such as guided tours and workshops. To make the most of film tourism, the paper suggests offering financial support to film projects, improving local infrastructure, and focusing on sustainable tourism policies. With the right approach, Croatia can follow examples like New Zealand and turn its film-related popularity into long-term economic and cultural benefits

Hospitality Meets Reality: What Local People Think About Immigrants in the Western Balkans

The hospitality industry in Croatia, Montenegro, and Serbia has seen significant changes due to an increasing reliance on immigrant workers. This study explores local perceptions towards the integration and acceptance of these workers, analyzing factors like cultural diversity and social cohesion. Through a survey of 192 participants across the three countries, we investigated how cultural diversity awareness correlates with attitudes towards inclusion and integration of immigrant workers. Findings suggest that higher levels of cultural diversity awareness are associated with more positive attitudes towards immigrant inclusion. Although the theoretical benefits of diversity are widely acknowledged, practical issues with the social integration of immigrant workers remain. This indicates a disconnect between expected outcomes and real-world experiences. This study contributes to understanding the dynamics of immigrant labor in the hospitality industry and suggests that more targeted interventions are needed to improve both workplace and social integration

First Impressions and Lasting Memories: The Role of Receptionists in Enhancing Unique Guest Experiences Across Hotels in Istria and Kvarner

This study examines the critical role of receptionists in shaping guest experiences and operational success in hotels across the Istria and Kvarner regions of Croatia. Using the SERVQUAL model, the research compares perceptions of reception service quality between two key groups: hotel guests and employees. Findings show that guests are highly satisfied with the reliability, responsiveness, and assurance dimensions of reception service but note lower satisfaction with empathy and emotional engagement. Younger guests and occasional travelers reported more positive experiences compared to older and frequent travelers. From the employee perspective, receptionists’ professionalism and competence were rated highly, although front office staff expressed lower satisfaction with staffing levels, training, and autonomy compared to management perceptions. Significant perception gaps were identified, particularly in the areas of empathy, the impact of technology, and staffing support. The results reinforce the importance of balancing operational efficiency with personalized service, improving interdepartmental communication, and empowering receptionists through training and decision-making authority. Addressing these gaps can help hotels strengthen guest satisfaction, enhance employee engagement, and ensure that human interaction remains a core value in hospitality service delivery

Pore and the Luxury Tourism Market: A Path Towards a Five-Star Destination

This research explores the potential of Pore to reposition itself as a competitive luxury tourism destination. Using Dwyer and Kim9s Integrated Model of Destination Competitiveness as a theoretical framework, the study investigates the current gaps, challenges, and opportunities related to luxury tourism development in the city. Primary data was collected through semi-structured interviews with five key stakeholders involved in tourism, hospitality, and destination planning. Their perspectives provided insight into what is currently missing in Pore 9s offer, how the city can improve its infrastructure, gastronomy, and branding, and what lessons can be learned from destinations such as Rovinj. Findings show that while Pore has strong natural and cultural assets, it still lacks a consistent luxury identity, strategic coordination, and destination exclusivity. The planned opening of a new five-star resort is likely to spark positive changes by attracting further investment and inspiring new, high-end tourism services. Based on the findings, a set of recommendations has been made to help Pore shape a more authentic and experience-driven luxury image that responds to what today9s travelers are looking for

Banja Luka’s Journey From Hidden Gem to a Strong Brand; Destination Branding and Placemaking

In today’s competitive tourism environment, destination branding is vital for cities seeking to increase visibility and attract visitors. For Banja Luka—a culturally and historically rich yet underrepresented city in Bosnia and Herzegovina—the challenge lies in developing an authentic identity that resonates locally and globally. This research examined Banja Luka’s branding potential by exploring how the integration of destination branding and placemaking strategies could support its tourism development. The study found that by emphasizing authentic experiences, local traditions, natural beauty, vibrant public spaces, and community pride, Banja Luka can reshape its image and strengthen its appeal. Rather than relying solely on promotional efforts, long-term success depends on building a destination identity rooted in cultural values, a strong sense of place, and sustainable growth. Through this approach, Banja Luka has the potential to evolve into a destination that offers not only attractions, but also meaningful and lasting experiences for its visitors

AI Service Robots in the Food and Beverage Industry

Two questionnaires were administered in this study, looking into perceptions of customers and employees in food and beverage industry regarding the use of AI service robots. The purpose was to investigate opinions on the use of AI service robots in both EU and non-EU countries. Findings suggest that while participants see clear functional and informational advantages to using robots, they also recognize significant limitations, especially in areas requiring emotional intelligence or handling non-standard situations. While customers expect robots to be better than human employees in use of foreign languages, calculations, and information-related services, employees would prefer to be replaced in routine or repetitive tasks (cleaning, waiting tables). Employees agree that AI robots would have better math skills than human employees. No significant differences were detected in opinions of EU and non- EU citizens

Implementation of Virtual Reality and Augmented Reality in Hospitality

This paper examines the incorporation of VR and AR in the hospitality sector to explore the effects these technologies may have on guest preferences and experiences. An online survey using a mixed-method approach was conducted on 100 people; this helped to determine the level of familiarity as well as the usage pattern, anticipated benefits, and setbacks of adopting. According to the research, despite the growing public awareness of immersive technologies, the application in the hospitality sector is still limited. Most of the respondents confirmed that VR and AR can enhance booking confidence, offer immersive experiences, and achieve a high guest experience level. However, major barriers are high implementation costs, the limited availability of proper devices, and recurrent technical problems. Research has found that the best approach towards guest satisfaction is the use of VR as a pre-booking tool and AR to facilitate personal interactions on site. Guidance is provided to hospitality managers and developers that would like to introduce XR technologies within service offerings

Culturally sustainable development of tourism in the city of Split, Croatia

This study examines the potential of community-centered cultural tourism as a sustainable alternative to Split9s current mass tourism model. Through in-depth interviews with local experts and analysis of existing literature, as well as tourism data, this research reveals current challenges: overwhelming seasonal crowds in the center of the city, loss of authentic cultural identity, and negative impacts on residents' quality of life. The most important part of this research was in-depth interviews with local experts supported by analysis of existing literature, as well as tourism data. The results show that involving local communities in all stages of tourism planning through collaborative decision-making, mindful management of heritage sites, and development of meaningful and authentic cultural experiences can create a healthier balance in destinations such as Split. The study highlights successful examples from other cities where this approach has worked, while also recognizing the difficulties of changing the current system and its shortcomings. Ultimately, it presents a vision for how Split could potentially transform its tourism sector to better serve visitors and residents while protecting what makes the city unique