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2. The Influence of content marketing on purchase decisionsJasenka Haleus, Armand Faganel, 2026, izvirni znanstveni članek Opis: Research Question (RQ):This study addresses how content marketing can be clearly defined and applied, particularly for organizations that are in the early stages of adoption or have not yet implemented it, with emphasis on its key elements, interaction with consumers, and its influence on consumer purchase decision-making.Purpose:The purpose of this research was to examine the influence of content marketing on consumer purchase decisions. The aim of the research was to highlight the importance of content marketing in terms of strategic marketing planning and its impact on achievingeffective and competitive marketing organizations.Method:The research is based on a primary empirical quantitative approach. It was conducted on a sample of 128 students and younger employed persons from the city of Zagreb. Various scientific research methods were used, including analysis and synthesis, abstraction and concretization, generalization and specialization, inductive and deductive methods, classification, description, and statistical methods. For hypothesis testing, univariate and bivariate analyses were applied, particularly correlation and regression analysis.Results:The research results showed a statistically significant and positive influence of content marketing on consumer purchase decisions (p < 0.001). Regression analysis confirmed the predictive ability of content marketing in shaping purchase decisions, which also confirmed the research hypothesis.Organization:The findings of the research have important practical implications for managers and marketing experts, as they show that content marketing is an effective strategy for increasing company performance, creating greater value for consumers, and achieving competitive advantage in the market.Society:The research highlights the role of digital communities and viral communication in shaping new social dynamics that extend beyond individual consumer behavior to broader societal interactions.Originality:The originality of the research lies in the development of a simple research model for examining the influence of content marketing on purchase decisions. The study contributes to the understanding of this relatively new field and opens possibilities for the further development of this research domain.Limitations / Further Research:The study is limited by a relatively small sample size and cross-sectional design, which restricts generalization and longitudinal analysis. Future research should include larger samples and longitudinal approaches.
Ključne besede: content marketing, consumer behaviour, purchase decisions, digital marketing, viral communication, marketing strategy, online communities, decision-making
Objavljeno v RUP: 12.06.2026; Ogledov: 351; Prenosov: 10
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5. A 25-Year Odyssey through Luxury Tourism ResearchAji Sudarsono, Ramiz Ansharil Haq, 2025, izvirni znanstveni članek Opis: This study conducts a bibliometric and systematic literature review (SLR) of luxury tourism research, analysing 72 Scopus-indexed articles from 2000 to 2025. The findings reveal a growing interest in luxury tourism, with publication peaks in 2024 (14 articles) and notable growth between 2022 and 2023. Italy leads in research output (8 articles), followed by the UK, New Zealand, and China (7 each), while developing nations like Indonesia remain underrepresented. Thematic analysis identifies key clusters, including socio-economic impacts, luxury consumer behaviour, and sustainability in hospitality. Research predominantly employs qualitative methodology (38 studies) as the primary data collection tool. Emerging trends emphasize digitalization, sustainability, and experiential luxury tourism, with increasing use of AI, machine learning, and social media analytics. The study highlights the multidisciplinary nature of luxury tourism, intersecting with business, social sciences, and environmental studies. Mixed-method approaches are gaining traction, blending qualitative depth with quantitative generalizability. Key challenges include balancing luxury tourism’s economic benefits with sustainability and addressing infrastructural gaps in emerging destinations. The VOSviewer analysis underscores global research collaborations, with Europe and Asia as dominant contributors. Practical implications suggest that stakeholders should prioritize sustainable practices, digital marketing, and personalized experiences to cater to luxury tourists. Future research should explore developing markets, cultural influences, and policy impacts to enrich the global understanding of luxury tourism dynamics.
Ključne besede: luxury tourism, bibliometric analysis, systematic literature review, PRISMA, digitalization, consumer behaviour
Objavljeno v RUP: 20.01.2026; Ogledov: 847; Prenosov: 28
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7. Consumer expectations in the context of unique tourism productsŽana Čivre, Petra Rebec, Petra Zabukovec Baruca, 2024, izvirni znanstveni članek Opis: In response to the contemporary trend of tourists actively seeking novel, unique, and distinctive experiences, this study explores the relationship between tourists’ perceptions of the uniqueness of tourism products and their expectations. Spe-cifically, it focuses on the coastal destinations of Piran and Portorož in Slovenia, analysing four unique experiences: Gourmet Olive Tours, Fonda Fish Garden, The Disappearance of Tartini’s Violin, and E-bike Extravaganza Mareatour. Using a qu-antitative approach, the study supports the hypothesis that the perceived uniqu-eness of new tourism products significantly influences tourists’ expectations. The findings support the hypothesis, revealing that the perceived uniqueness of an expe-rience is closely tied to its incorporation of local character and a strong experiential or personal touch. For instance, the Gourmet Olive Tour experience, perceived as the most unique, offers tourists immersive encounters within a landscape park and interactions with a local olive family. Furthermore, the study identifies a hierar-chy of expectations among tourists, ranging from increasing knowledge of the local offer, traditions, and history, to seeking unique activities and having confidence that the experience will meet their expectations. In conclusion, the research underscores that consumers harbour high expectations for unique experiences, underlining the importance of infusing tourism products with experiential and emotional elements. The positive correlation between perceived uniqueness and expectations undersco-res the imperative for crafting distinct and memorable tourism offerings. The study enriches our understanding of the relationship between perceived uniqueness and expectations, offering insights for destination marketers creating distinctive tou-rism products. It also provides recommendations for future research, enhancing scholarly discourse on tourism product development and consumer behaviour.
Ključne besede: consumer expectations, unique tourism products, destination, tourism experience
Objavljeno v RUP: 10.04.2025; Ogledov: 1478; Prenosov: 15
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