Iva Slivar

Iva Slivar is an Associate Professor at the Faculty of Economics and Tourism 'Dr. Mijo Mirković' in Pula, Croatia. She teaches courses on tourism marketing, innovation, and destination management, including 'Digital Tourism', 'Marketing of Innovation in Culture and Tourism', and 'Practicum'. Her research focuses on sustainable tourism development, destination competitiveness, technology integration in tourism, and consumer behavior analysis.

Her work emphasizes innovative solutions for the tourism sector, including studies on AI ethics in smart tourism, inclusive accessibility planning, and post-pandemic hospitality trends. She has conducted comparative analyses of Croatia and Serbia's tourism competitiveness and explored wellness tourism branding strategies between Croatia and Malta. Her research also investigates generational differences in travel behavior, particularly among Gen Z and millennials.

Slivar's publications cover topics ranging from heritage valorization through indoor camping models to the role of humor in destination marketing. She has contributed to frameworks for optimizing DMO communication strategies and assessing non-financial disclosures in tourism companies. Her work frequently intersects with policy implementation, corporate social responsibility, and stakeholder collaboration for sustainable development.