The subject of the paper is to point out the influence of the so-called "neoliberal culture" on economic development in the SEE countries and to explain the relationship between "neoliberal culture" and alternative institutions. In order to understand the topics covered by the research, the nature of the relationship between culture and institutions, as well as the relationship between culture and economic development, are additionally explained. The goal of the research is to ascertain the negative impact of the so-called "neoliberal culture" in SEE countries. It is based on the hypothesis that, with its hybrid and pseudo characteristics, it favored the formation and strengthening of alternative institutions, that is, a long-term socio-economic crisis. In addition to the usual methods of social and economic sciences, the descriptive method and the creation of logical images and schemes were mainly used in the work. In conclusion, the initial hypothesis was verified.

This research aims to examine the role of ecotourism of destination ecological, economic branding to enhance the sustainable eco-conscious consumers in an emerging economy. Empirical research investigates the tourism management effects on the image and equity of the city & finally inspects these effects on international visitors across the country. Data is collected from 368 eco-conscious consumers from the emerging city. For the analyses purposes, we employed Partial least square-structural equation modelling (PLS-SEM) to advance the development and testing of theory in eco-tourism research. Pragmatic results demonstrate that eco-tourism destination branding and destination image have played a significant role in improving the overall destination of the brand equity of the city. A systematic scientific procedure for SEM results estimation is presented and applied to an annotated tourism as a case example. The research established that city destination features like destination image, services, and experience significantly contribute to destination branding. This research suggested a theoretical contribution to the existing body of current knowledge regarding eco-tourism marketing as a refined quantitative analysis. It will ultimately permit future researchers to elucidate the research’s contribution to comprehending the prominence of destination branding among tourists in an emerging economy.