The main objectives of this research were twofold: firstly, to evaluate tourists’ perception of Gornje Podunavlje Special Nature Reserve, one of the four significant protected areas within the Serbian part of Mura-Drava-Danube Biosphere Reserve, and secondly, to identify the motivations behind tourists’ visits to wetlands and their overall satisfaction with the visits. In addition, this study was also focused on the relationships between aforementioned constructs and tourists’ socio-demographic characteristics and visit characteristics. Finally, this study attempts to address the relationships between tourists’ motives for their visit, their image perception and satisfaction. The research findings showed that each of the three remaining factors had significant relationships with Satisfaction and experience. The research was conducted in the form of the survey in the period between May 2020 and April 2022 on the sample of 216 visitors. The research findings showed that each of three remaining factors had significant relationships with Satisfaction and experience. Relationships are also found between identified improvement requirements, Motivation for spending time particularly in wetlands, and perceived biodiversity image. Finally, there are significant relationships between duration of the visit with Satisfaction and experience and Motivation for spending time in nature and future behavior. Practical implications of the research results might be beneficial for managers of wetland destinations, in order to improve the offer in line with tourists’ preferences.

Individual values shaped in the early years of each individual might be reflected in the perception of the business environment. Therefore, this research explored whether there are significant differences in employees’ perceptions of the established dimensions of corporate social responsibility (CSR), namely philanthropic, legal, economic and ethical, based on differences in the importance of individual values (IV). The research results show that each of the CSR dimensions differs according to the respondents’ IVs. More precisely, there are significant differences in the respondents’ perceptions of the philanthropic dimension of CSR based on differences in the evaluation of sense of belonging, warm relationships, being well respected, fun and enjoyment of life, security, self-respect and sense of accomplishment. Differences in perceptions of the legal dimension of CSR exist only in the case of differences in the evaluation of self-respect. The research results also show that there are significant differences in perceptions of the economic dimension of CSR, based on differences in the evaluation of sense of belonging, warm relationships, fun and enjoyment in life, security, self-respect and sense of accomplishment. Finally, significant differences in the perception of the ethical dimension of CSR exist in the case of differences in sense of belonging, excitement, warm relationships, being well respected, fun and enjoyment of life, security, self-respect and sense of accomplishment. The results could provide the basis of information on how IVs can motivate employees to understand and participate in the proactive management of CSR activities in sensitive environments, such as national parks or other protected areas that become a central meeting place for tourists and employees.