Globalization, a phenomenon on the rise, is characterized by the free cross-border
movement of individuals, technologies, and capital. It has far-reaching consequences
for tourism, too, as it implies travel for leisure and business, and correspondingly,
financial transfers between various nation states.International tourism is an economical
activity which generates global revenues of approximately 733 billion USD. The
arrivals from the international tourism have set an actual record, according to the
WTO, there have been 846 million tourists, the little part of that cake belongs to Serbia.
Furthermore good tourism industry is a highly labour intensive industry and focus
has been on tourism workforce. Permanent education through modern programs of
education like distance learning, or the others offer solutions for problems on labor
market in tourism which are result of the world economy crises, and transition in business
environment of Serbia. Further research is needed to investigate this issue in
more detail and on an individual basis for each marketing strategy to gain more detailed
and meaningful results which should help to form specific marketing strategies for
each tourism labor market.
marketing strategy, the world economy crises, HRM, tourism in Serbia