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This study explores the predictors of pro-environmental behavior (PEB) among tourists by integrating psychological, demographic, situational, behavioral and contextual factors. It aims to address theoretical gaps in existing models of PEB within the tourism industry.

The research employs a stratified random sampling method, surveying 824 domestic and international tourists in Serbia. Data were collected via online surveys and analyzed using linear multiple regression and genetic algorithms to identify significant predictors of PEB.

The study identifies personal norms, travel companions and perceived effectiveness as the strongest predictors of PEB among tourists. Other influential factors include duration of stay, destination characteristics and demographic variables such as age and education. The results highlight the complex interplay of internal values, social influences and situational factors in shaping sustainable behaviors in tourism.

The findings suggest that tourism stakeholders, including policymakers and managers, should focus on strategies that enhance personal norms and leverage social influences to promote sustainable tourism practices. Emphasizing the perceived effectiveness of eco-friendly actions and providing robust environmental infrastructure can further encourage pro-environmental behavior among tourists.

This research offers a comprehensive model that integrates a diverse range of predictors, providing a holistic understanding of the drivers of PEB in tourism. It advances the literature by addressing the limitations of existing theoretical models and emphasizing the importance of considering broader contextual influences.

The purpose of this study is to examine the impact of the use of Quick Response (QR) code application among the tourists on their satisfaction at a destination regarding information about restaurants’ offer.

A quantitative method was implemented in this study. The field study was conducted in 2019 in the two most visited urban destinations in Serbia. The proposed model was examined using partial least squares, and the model fits, composite reliability and convergent validity were assessed. The direction and significance of the relationships were determined by testing all of the hypotheses.

The results showed that there was a positive effect of using QR codes. However, the study showed that a QR code cannot completely affect the overall satisfaction at a destination. The analysis of the control variables (age and economic status) showed that individual, demographic and economic factors must be taken into consideration to predict individuals’ behaviour.

To enable the generalization of the results, it is advised to conduct research on cross-cultural levels. Future studies related to the topic could be conveyed in other forms of tourism, as well as in other industries, which would provide a better insight into the application of this technology in the future.

The study enables managers of tourism businesses, especially in hospitality, to better understand the importance of the use of a QR code at a destination as an important marketing tool for getting information, and thus to satisfy guests’ expectations.

The aim of the research was to analyse the image of Vojvodina's cuisine and tourist satisfaction with food experience as part of a rural tourism offer in Vojvodina province (Serbia). This chapter is based on research carried out among 891 foreign tourists who visited villages in Vojvodina. The obtained results were examined via exploratory factor analysis, confirmatory factor analysis, multiple regression analysis (stepwise method) and T-test. The obtained results indicated that factors like food uniqueness and cultural heritage, food quality and price, nutrition and health benefits of food and affective image of food influence the image of local cuisine. The results showed that local cuisine (food) can serve as a tool for building destination's brand identity. The study pointed out the role and significance of the image of local cuisine on rural tourist attractions but also on tourist satisfaction with food experience. Also, the contribution of the research is reflected in three aspects: theoretical implication, methodological and practical contribution.