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Understanding the multifaceted images of tourism destinations is critical for effective destination marketing and management strategies. Traditional approaches, including conceptualization of destination images or analysis of their antecedents and consequences, are commonly used. This study aims to advocate the inclusion of visitors’ latent profiles based on cognitive images to enrich the evaluation and formulation of destination marketing and management strategies.

The analysis focuses on Serbia, an emerging destination, that attracts an increasing number of first-time, repeat and prospective visitors. Exploratory factor analysis and confirmatory factor analysis were used to test the potential dimensions (tangible and intangible cultural destination; infrastructural and accessible destination; active, nature and family destination; sensory and hospitable destination; and welcoming, value for money (VFM) and safe destination) of the cognitive destination image factors scale while subtypes (profiles) were obtained using latent profile analysis (LPA).

The cognitive image component encompasses the perceived attributes of a destination, whether derived from direct experience or acquired through other means. The study identified the following profiles: conventional destination; sensory and hospitable destination; welcoming, VFM and safe destination; secure and active family destination and accessible cultural destination, which are presented individually with their sociodemographic assets.

The main contribution of the paper is the application of a novel method (LPA) for profiling visitor segments based on cognitive destination image. From a theoretical perspective, this research contributes to the extant body of literature pertaining to the destination image, thereby facilitating the identification of discrete latent visitor segments and elucidating noteworthy differences among them concerning a cognitive image.

Conceptual model in this paper combines existing scientific knowledge grounded in theories of planned behavior, diffusion of innovation and a unified theory of acceptance and use of technology, while aiming to identify relevant determinants of continuous use of e-learning by employees who used e-learning in the past year at their workplace.

The authors developed and empirically tested the positive impact of professional, personal, IT and environmental factors on the continued use of e-learning among 672 employees across different sectors using the structural equation modeling technique.

Research results suggest that the most powerful determinant of continuous use of e-learning are personal factors. Environmental influences and technological aspects also exhibit a positive and significant impact on the continuous use of e-learning. Research hypothesis related to the positive influence of professional factors on the continuous use of e-learning has not been empirically confirmed. Also, results demonstrated that continued use of e-learning contributes to better individual business performance.

The practical contribution is threefold: to companies, education institutions and human resource managers. For companies, identification of key determinants will lead to a better understanding of employees needs regarding continuous job improvements. The findings can be used by educational institutions to design e-learning programs according to results and real value to employees. On the other hand, human resource managers can benefit from this study in terms of getting concrete factors that motivate employees for continuous job improvement.

The research sheds light on the proposed integrated model that tests the post-adoption of the continuous use of e-learning within an organizational context.