Purpose – Purpose of this study is to understand how diaspora tourists as a specific tourist segment symbolically extend their holiday in the country of origin upon returning to the country of current living. Methodology – Aim of the research was to disclose underlying meanings of this specific consumption pattern. Data was collected through 24 semi-structured in-depth interviews with diaspora members from Bosnia and Herzegovina. Analysis was inductive, starting with microanalysis, proceeding then with axial coding around the revealed concept. Throughout analysis the comparative method was applied, alongside researcher's diary and memos as analytic tools. Findings – The concept of ‘bridging’ explains how diaspora tourists cross over from one reality to another on a symbolical level, i.e. when travelling back from the country of origin. It also is a symbolical bridging between complex of identities: the past identities and the present identity, which they have constructed in countries of current living. They seem to use two major strategies: storytelling and product stocking. Contribution – This paper reveals a new concept among diaspora tourists, i.e. their approach to extend their visit to the country of their origin on a symbolical level by using symbolically laden products. The research is further contributing by disclosing that diaspora tourists apply two different strategies in order to symbolically extend their home country holiday: the story telling strategy and the stocking strategy. Finally, it also suggests that the stocking strategy has two phases; the first phase being 'symbolic representation filling phase' and the second phase labelled as 'mainstream trend purchase phase'.

The aim of this chapter is to enable marketing managers to gain basic knowledge of the capabilities of the latest data management technology, big data, which has the potential of digitally storing huge amounts of data, processing and utilizing the results of processing different types of data, as well as data of different formats in real-time. Due to the enormous potential of implementing the big data, there are also tremendous expectations in terms of the direct financial benefits of its implementation. Realizing all these expectations is a very complex task, which is set to marketing and other managers. The knowledge and skills of managers acquired by education will greatly help to understand the benefits of faster adoption and implementation of new data management paradigms. This chapter emphasizes the differences between the big data concept and conventional data processing technologies, as well as the benefits and potentials that this concept offers, especially when it comes to the process of making quick marketing decisions or making decisions in a reasonably short time.

In the last ten years, three new information technologies have emerged, representing the realization of old (by the time of emergence) theoretical concepts, but new in creativity and innovation, as well as incredible potential for the realization of revolutionary ideas and changes in all areas of human activity, which by one name they call 4th Industrial Revolution or Industry 4.0. They are: Big Data Analytics technology, Cloud Computing and Blockchain technology. Each of them individually represents the realization of new paradigms of computer data processing, which could not be practically implemented until the development of information and communication technologies, especially the Internet, Web applications, new operating systems, network technologies, mobile telephony, technologies of advancement of hardware performances, internet of things, etc. The primary aim of this paper is to get acquainted with the characteristics of these technologies and their potentials, their advantages and disadvantages in relation to traditional technologies, identification of areas and ways of their both current and future applications. The ultimate goal is to explain the incredible potential of these technologies, creating the foundation for their combined application in the creation of new Industry 4.0 products, which should result in a synergistic effect.