Summary This paper tends to identify managers' current innovation activities and attitudes,

As part of comprehensive research on the ethical climate in the Serbian tourism industry, this study examines the effects of selected predictors (job department, individual values and employees’ perspective) on the perception of ethical climate types as well as the relationship between the type of ethical climate, and job satisfaction. Additionally, this study tests these goals for both managers and their subordinates. Research was conducted in 2013, on a sample of 258 employees in different small and medium tourism organizations in Serbia. The findings revealed new information on both ethical climate and job satisfaction-related factors in small and medium tourism enterprises in a non-Western, transitional economy, where ethical behavior is influenced by constant social and economic changes. Several theoretical and managerial implications and future research opportunities were derived from the findings.

Studies of the relationships between film, TV and tourism are relatively new, and in development main (in several countries, including Serbia) to highlight the benefits of film in promoting toursit products.

The task of the paper is to point out the importance of applying regulations of legislative documents in order to achieve an appropriate level of ethical behaviour of participants in tourism. The paper also points up to the existence of the Global Code of Ethics for Tourism UNWTO. It is a basic mechanism which directs an appropriate ethical conduct of all stakeholders in tourism and requires concretization in Serbia as well. The special importance of the work is related to basic principles of ethical codes of conduction of the association of travel agencies in Great Britain (ABTA), Slovenia (ZTAS) and Bosnia and Herzegovina (UTA BiH). That kind of document still does not exist in Serbia, nor does indicate its establishment and use. Furthermore, the lack of research works focused to the issue in Serbia requires a discussion about the importance of institutionalizing business ethics in tourism. In order to address a research problem, researchers have applied different methods in each particular phase of the research process. Method used for data collection is desk research. This phase provided data from available references, while data processing was accomplished by description, examination as well as comparison.

This paper's frame of reference is tourism marketing, evaluating the image of targeted travel destination from the gender standpoint. For emerging destinations in southeastern Europe like Serbia, latent connections between destination image and gender are therefore of particular interest for exploration. The International Travel Trade in Berlin (ITB) was the venue for the research. The connections between ITB visitors' gender and the image they perceived about Serbia were assessed, crossed with their socio-demographic attributes, annual travel spending, information sources, association and awareness of Serbia. In this way, the authors wanted to observe and explain the perception of this target group of Serbia's image. The findings suggest that men and women do not differ in attitudes related to the country's image. On the other hand, there is a difference in image scores for positive, negative and no associations of Serbia. The research results could help in modifying tourism strategies for Serbia.