Awareness about the importance of marketing of higher education institutions has been steadily growing amongst decision makers on international level. That trend is particularly noticeable in case of adult education programs, which need continual promotion since it is a type of non-formal education. In Bosnia and Herzegovina private universities and private providers of non-formal education programs have been promoting adult education for some time now. At the same time public universities, mainly influenced by the marketing myopia phenomenon, use promotional activities only sporadically. Therefore, for the purpose of improving promotion of adult education programs in public universities, a qualitative exploratory study has been conducted. The aim was to investigate attitudes and opinions of adults about promotion activities for adult education programs. Data was collected through focus groups from representatives of four generations: Baby Boomers, Generation X, Y and Z. Research results show that different generations have different needs and expectations when it comes to adult education programs. A generally positive attitude towards adult education programs has emerged. Values have been identified which could be communicated through promotion activities. Based on research results several recommendations are given for improvement of adult education promotion. Research results presented in this article directly contribute to achieving UNESCO's Education for Sustainable Development 2030 agenda (priorities 1, 2, 3 and 5), contributing further indirectly to achieving Sustainable Development Goals 4, 8 and 10.

Following modern global trends in the commercialization of education and adopting the lifelong learning concept, as well as rapid development of adult education in Bosnia and Herzegovina, this research connects the adult education field with one of the vital management models in each organization/company's practice – marketing management. The number of adult education providers is increasing, but practical tools and research of their scope of work are in deficit. With the intention to contribute to the improvement of the theory and practice of adult education and marketing management and to help adult education providers adjust their promotional messages to their target groups, for the purpose of this research, the population of adults is divided into four generations: Baby Boom, X, Y and Z. This research aims to understand opinions and attitudes of the four generation's representatives on the elements of the promotional mix of educational institutions and determine whether changes between them exist or not. A qualitative research approach has been used in collecting primary data with focus groups as the main research method. The final result of this research is a projection of twenty recommendations to adult education providers (public and private schools, organizations and adult education centers), which are not only applicable in these education institutions. Other companies and organizations creating offers for age-segmented markets could also benefit greatly from these recommendations.

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'.

Abstract The purpose of this research is to investigate the effects of perceived value dimensions (i.e., economic value, hedonic value, symbolic value, and social value) on behavioral intent to engage in collaborative consumption from the perspective of Generation Y. Furthermore, this research aims to investigate the mediating effect of young consumers’ attitude toward collaborative consumption on the relationship between perceived value dimensions and behavioral intent to engage in collaborative consumption. Research findings suggest that specific dimensions of perceived value (economic, hedonic, symbolic, and social) have different direct effects on young consumers’ behavioral intention to engage in collaborative consumption services. Regarding the mediating role of consumers’ attitude toward collaborative consumption, it was found that the mediating effect takes place only in the symbolic value-behavioral response link. Given the paucity of research focusing specifically on collaborative consumption from the perspective of Generation Y, this study provides new and useful insights for researchers and managers.

This study attempts to examine ethnocentrism of B&H consumers, animosity tendencies, and consumers' notions of products originating from two neighboring countries - Croatia and Slovenia.The aim is to expose the causal relation between the expression of an individual's animosity,her/his understanding of neighboring countries' image, and her/his degree of ethnocentrism. Klein, Ettenson and Morris (1998)argued that animosity (one of COI-Country of Origin Image aspects) affects consumer behavior, but not the assessment of products originating from this country. This study seeks to examine this argument. The regression analysis confirmed this assumption on a sample of 300 B&H consumers. Additionally one marketing scale and one psychological scale were used: one for measuring consumer ethnocentrism, and the other for measuring country of origin image. This study used the method of mall intercepts - intercepting customers in large shopping malls. Data was processed using ACNOVA, Cronbach alpha and hierarchical regression analysis.

Market orientation has lately become one of the major research issues in Bosnia and Herzegovina, mainly because of the country transition to market economy. This process requires essential changes in business behavior of organizations which need to become market oriented. Our study measures the level of market orientation of theaters in Bosnia and Herzegovina. We tried to find out up to which level theaters in Bosnia and Herzegovina implement activities known as intelligence generation, intelligence dissemination and responsiveness. Research results show that the level of market orientation is, according to three MARKOR subscales, low. Theaters collect information from their environments and they have a certain process of organizational communication which results in the level of functional compatibility of (re)actions aimed to the market. Nevertheless, the conclusion is that all the analyzed activities are in their early stages of development.