A. PROJECT MANAGER

Name and surname: Iva Slivar
Scientific-teaching position: Associate Professor (tenured)
Faculty unit: FET
Scientific area and field: Social sciences, economics

E-mail: iva.slivar@unipu.hr

B. PROJECT / ACTIVITY INFORMATION

Support category: Public call (FET-FNP-2026) for submission of project proposals for financing scientific research at the Faculty of Economics and Tourism “Dr. Mijo Mirković”, Pula, for 2026

Name of activity/project: Women Entrepreneurship and Innovation in Tourism

Planned duration: 2 years (12.5.2026.-12.5.2028.)
Requested funding amount (EUR): 5,000.00 EUR

Abstract (up to 300 words)

The project examines the role of women’s entrepreneurship as a driver of innovation in tourism, with an emphasis on sustainable, digital, and market-competitive business models. In the context of the transformation of the tourism sector towards sustainability and digitalisation, women entrepreneurs represent an important source of innovation, especially in the segments of experiential, creative, and sustainable tourism.

The research integrates theoretical concepts of innovation in tourism (product, process, and marketing innovations) with the concept of women’s entrepreneurial empowerment through marketing, visibility, and digital tools. A special focus is placed on the intercultural comparison between Croatia and Turkey, thereby ensuring an international dimension of the research and enabling analysis of institutional and market differences.

Methodologically, the project uses a mixed approach: qualitative research through semi-structured interviews with women entrepreneurs, involvement of key stakeholders in tourism, and quantitative research of the target market through survey questionnaires on the application of selected tourism innovations. In addition, the research includes analysis of best practice examples and contemporary trends in tourism innovation, with a special focus on digital innovations such as gamification, platform models, e-tourism, and innovative approaches to designing the tourist experience, as well as innovative forms of individual components in tourism such as hospitality, attractions, intermediaries, etc. A special emphasis will be placed on the application of sustainability and inclusiveness principles. This enables linking empirical findings with current development trends in the tourism market.

Expected results include the development of a model of innovation-based empowerment of women in tourism, identification of key success determinants, and an overview of innovation patterns and trends in tourism. The project will result in recommendations for public policy and practice, with an emphasis on strengthening competitiveness and visibility of women entrepreneurs. The project also has the potential to result in publication in an international WoS/Scopus indexed journal and to serve as a basis for applications to competitive projects (e.g., Horizon Europe, Croatian Science Foundation).

Keywords (up to 5):

Women entrepreneurship, tourism innovation, sustainable tourism, digitalisation, hospitality

C. PROJECT PARTNERS / COLLABORATORS (if applicable)

1. Iva Slivar, PhD, Assoc. Prof. – FET – project leader
2. Tamara Floričić, PhD, Assoc. Prof. – FET – researcher
3. Roberta Kontošić Pamić, PhD, Asst. Prof. – FET – researcher
4. Dr. Selen Bakır – Gebze Technical University, Turkey – researcher / representative of new international partner
5. Sabina Ibrahimović Đokuz, PhD – Academic Consulting International – young scientist
6. Uglješa Stankov, Full Prof., PhD – Minds Europe – Institute for Research Excellence and Technological Advancement – researcher / partner representative (new partner)
7. Anica Dobran Černjul, MSc – FET – young researcher / PhD candidate
8. Milena Mićić, PhD – Aquarium Pula – industry representative (new partner)
9. Maja Rosi, PhD, Assoc. Prof. – FET – young researcher / international partner representative
10. Morena Mićetić, PhD – City of Pula – young researcher / industry representative

The project includes the development of an international research network between the Faculty of Economics and Tourism “Dr. Mijo Mirković” (Croatia), the research institute Minds Europe (Serbia), and a new academic partner – Gebze Technical University (Turkey), as well as the University of Maribor. Cooperation includes joint data collection and analysis, exchange of knowledge and methodologies, and co-authorship of scientific publications, ensuring a strong international dimension and a foundation for future project applications.

The project fully adheres to the Triple Helix model (academic community, public sector, and private sector), contributing not only to scientific but also to practical relevance.

A procedure for signing a General Agreement with foreign institutions and a cooperation agreement with a female entrepreneur has been initiated.

D. EXPECTED RESULTS AND CONTRIBUTION

Scientific contribution

• development of an integrated model of innovation-based empowerment of women in tourism
• contribution to literature on innovation and gender perspectives in tourism
• empirical data from national and international contexts

Professional and practical contribution

• public policy recommendations
• guidelines for the development of women’s entrepreneurship
• identification of innovation trends
• practical contribution for economic stakeholders: results will be applied through guidelines for business models and digital strategies of tourism enterprises involved in the project

Dissemination

a) One scientific paper on women’s entrepreneurship in tourism (WoS/Scopus, Q3/Q4 journals, e.g. International Journal of Tourism Research, Journal of Tourism and Cultural Change, International Journal of Entrepreneurship and Small Business, Entrepreneurship and Sustainability Issues)

b) One conference presentation + publication on innovation and women’s entrepreneurship in tourism and hospitality (Q3/Q4)

c) Basis for project applications – planned submission to Croatian Science Foundation research calls (IP-2026 or UIP-2026), expected deadlines (indicative):

• 1st round: 20 February 2028
• 2nd round (by invitation): 27 April 202