Sarajevo tourist destination has a favorable tourist-geographical position because it is located on an important European tourist corridor used by Central European tourist clientele to circulate towards the Adriatic Sea. At the same time, Sarajevo is the capital city of Bosnia and Herzegovina and therefore is the most important geographic, geotraffical, political, cultural and tourist center (1/3 of total tourism in Bosnia &Herzegovina). The destination of Sarajevo has an extremely valuable tourism potential (natural and anthropogenic) but according to statistical indicators in the last decade it has had a positive trend of tourism development (moderate to high rates of increase in the number of tourists and overnight stays, accommodation, etc.). It is therefore very important to analyze the receptive cultural factors of tourism: serviceability and content of the tourist stay. These factors largely affect the attractiveness of a destination and its sustainable tourism development. The problem of the paper is identification and valorisation/ evaluation (assessment) of receptive cultural factors and relevant parameters. The aim of the paper is to identify cultural factors of tourism and thier value important for tourism destination development. Research methods are: analysis, identification, classification, field work, surveys, evaluation, Likert method, synthesis. Field work includes: observations, surveys, interviews and other methods of data collection (from relevant institutions). The survey included more than 200 subjects (tourism employers and employees, tourists, tourist carriers) and it allowed to come to important insights regarding the evaluation of receptive cultural factors of Sarajevo tourism. These factors have a favorable tourist value and represent an important predisposition for planning and development of tourism in the destination of Sarajevo.

Sarajevo is the most important cultural and tourism center of Bosnia and Herzegovina (1/3 of the total national tourism). It hasvery valuable tourism motives (natural and anthropogenic). Statistical indicatorsshows a positive trend of tourism development during the last decade. It is therefore very important to analyze tourist motives and their importance for the development of tourism. Tourist motives are the main supply holders. The significance of a motive is determined by various criteria which in most cases involve the assessment of several elements: attractiveness, rarity, usefulness and accessibility. However, the tourism value of motives is largely reflected through impressions of tourists. Travel experience is especially important element of tourism which affects the affirmation of destinations in the world and encourages tourism trends. The research problem is the identification and evaluation (valorisation) models of motives in Sarajevo determining their significance.The research is quantitative and qualitative. Research methods are: general-theoretical (analysis and synthesis,comparing, classification);empiric (field work and observation, survey, measuring);identification, evaluation, Likert method. The aim of the paper is to determine the actual tourism value of the motives for better planning of tourism supply. Of particular importance are the results of tourist assessments of the motives because the ultimate goal is to achieve the satisfaction of tourists and positive echo of the destination in the world. Therefore motives such as Bascarsija, Tunnel of Hope, Springs of river Bosnia and Bijambare should take leadership role in Sarajevo tourism planning and development of tourism destination.

Increasing competition present in the higher education in B&H has conditioned the trend that institutions need to “fight” for each student via quality development at higher education institutions. This paper deals with means of enhancing quality at eMPIRICA College through continual investigation of students’ satisfaction. For the purpose of this research, we used a quality questionnaire related to quality, satisfaction and loyalty of students. The research was carried out at the start and end of the academic year. This approach ascertained a gap with respect to quality, satisfaction and loyalty of students of eMPIRICA College. Using factor analysis the statements were grouped in 3 quality dimensions. The results of multivariate analysis of variance (MANOVA) showed that there is a significant statistical difference between expected and perceived quality, satisfaction and loyalty on the part of the students. Based on that, a gap between expectations and perceptions was ascertained. The use of t-test revealed that some statements have significant statistical difference in the area of expected and perceived quality, satisfaction and loyalty of students.