Responsible Tourism Academy

Picture 1 Tourism Marketing: Why it Matters Today Source: Illustration generated using AI tools Introduction Tourism marketing has become a central strategic function in destination development and tourism business management. In an increasingly competitive, digitalized, and sustainability-oriented environment, destinations and tourism organizations must move beyond traditional promotion toward strategic market-oriented thinking. Defining Tourism Marketing Tourism marketing refers to the systematic process of identifying, anticipating, and satisfying tourist needs while ensuring long-term competitiveness and sustainability of tourism products and destinations. Unlike classic marketing: the product is intangible consumption and production occur simultaneously experience is subjective reputation of the destination is crucial Specificities of Tourism Products Tourism products combine services, experiences, and emotions. They are: perishable heterogeneous inseparable exper...

 

  Picture 1 Promotion of anti-fascism in Montenegro Source: Illustration generated using AI tools   One of these days, on Television 7, I watched a show in which partisan songs were broadcast, and if it weren't for the context in which they were broadcast, my feeling of satisfaction would have been complete. It is precisely in this context that I want to write a few words. In the last few years, anti-fascism has been promoted very intensively in Montenegro through the evoking of the partisan movement, but in a way that is significantly different from my experience of this movement. Namely, the promoters of the partisan movement intentionally present the movement as exclusively anti-fascist, while being cautious not to reveal the full essence of what is the subject of their activity. They selectively highlight only one component of the movement, which has two components and whose essence is defined as: the People's Liberation Movement and the Socialist Revolution! ...

The Serbian Question in the Republic of Croatia – A Reflection on Memory, Identity, and the Possibility of Shared Futures – an Introduction   Intro What happens when history refuses to stay confined to textbooks—when the legacies of war, displacement, and nationhood continue to echo in the lives of ordinary people? This essay invites readers into a deeply personal and intellectually honest meditation on the unresolved Serbian question in modern Croatia. It is neither a political manifesto nor a nationalist lament. Instead, it is a call for rational reflection, historical responsibility, and the dignity of shared humanity. Drawing from lived experience, cultural memory, and on-the-ground observations, the author asks hard questions: Can a people be erased by omission? Can identities co-exist in a society that still flinches at their presence? And what does it take to build a future where Croats and Serbs live not in parallel, but truly together? In an age of rising polar...

 

  In a country blessed with breathtaking coastlines, timeless heritage, and unmatched natural diversity, one would expect tourism to be the heartbeat of economic vitality and social progress. Yet, beneath the shimmering surface of postcard-perfect landscapes, a quiet storm brews. The Montenegrin tourism industry, once envisioned as a pillar of sustainable prosperity, now stands at a crossroads, pulled between grand investment promises and sobering realities. This essay is not merely an exploration of numbers and strategies. It is a call to consciousness—a wake-up signal to reflect on what we are truly building under the name of "development." With honesty as our compass and data as our map, we must ask ourselves: Have we lost sight of the guest in pursuit of the investor? Can tourism, the very soul of our coastal identity, thrive in the shadow of unchecked real estate expansion? What follows is a critical reflection, but also an invitation to reimagine the future of Monte...