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Aleksandra Bradić-Martinović, PhD
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Aleksandra Bradić-Martinović, PhD

Principal Research Fellow

Innovation Economics Department

research fields

  • Digital skills in the innovation economics
  • Management in Tourism
  • Digital archival science

education

  • PhD, 2011 / University Union, Belgrade Banking Academy – Faculty for Banking, Insurance and Finance
  • Master degree, 2005 / University of Belgrade, Faculty of Economics
  • Bachelor of Economics, 1991 / University of Belgrade, Faculty of Economics

previous employment

  • University of Belgrade, Faculty of Economics, 1991-2006
  • Union University, Belgrade Banking Academy - Faculty for Banking, Insurance and Finance, 2006-2007
  • Institute of Economic Sciences, 2007 - today
  • Horwath HTL, Belgrade, 2017 - today

references/bibliography

Bradić-Martinović, A., Lazić, M., Banović, J. (2024). Exploring Gender Disparities in Digital Skills: Evidence from the Serbian Tourism Sector. Journal of Women's Entrepreneurship and Education, 2024(3-4), pp. 180-205. https://doi.org/10.28934/jwee24.34.pp180-205

Petković, G., Bradić-Martinović, A., Lazić, M. (2024). Skills development as an indicator of the Serbian tourism digitalization progress. Ekonomika preduzeća, 72(1-2). pp. 137-149. https://doi.org/10.5937/EKOPRE2402137P

Lazić, M., Bradić-Martinović, A. Banović, J. (2023). Digital skills in tourism and hospitality as a precondition for the sector resilient growth: The case of Serbia. Hotel and Tourism Management, 11 (1). pp. 25-40. https://doi.org/10.5937/menhottur2301025L

Bradić-Martinović, A., Antonijević, M., Lazić, M. (2023) Feasibility of Green Tourism in Small European Emerging Economies. Achieving economic growth and welfare through green consumerism, pp. 155-184. IGI Global, Hershey, PA. https://doi.org/10.4018/978-1-6684-8140-0.ch007

Bradić-Martinović, A., Lazić, M., Petković, G. (2023). Innovations in the Serbian tourism sector: policies and recommendations. Novi pravci u kreiranju inovacione politike Evropske unije – implikacije za Srbiju i region. pp. 65-84. Institut ekonomskih nauka, Beograd, http://ebooks.ien.bg.ac.rs/id/eprint/1997

Bradić-Martinović, A. (2022). Digitalne veštine građana Srbije. Institut ekonomskih nauka. Beograd. ISBN 978-86-89465-72-3. https://www.library.ien.bg.ac.rs/index.php/monog/article/view/1554

Bradić-Martinović, A., Petković, G. (2022). Digitalne veštine kao uslov za primenu inovacija u turizmu – šansa ili ograničenje za Srbiju. Nauka i inovacije kao pokretači privrednog razvoja. pp. 89-108. Institut ekonomskih nauka, Beograd, http://ebooks.ien.bg.ac.rs/id/eprint/1847

Bradić-Martinović, A., Mišić, T. (2022). Wellness in Serbian Hotels During the COVID-19 Pandemics, Međunarodni tematski zbornik „The Future of Tourism“. pp. 46-62. Univerzitet u Kragujevcu, Fakultet za hotelijerstvo i turizam u Vrnjačkoj Banji. https://doi.org/10.52370/TISC2246AB

Petković, G., Pindžo, R., Bradić-Martinović, A. (2022). Competitiveness factors of Serbian tourism, Ekonomika preduzeća, 70(1-2), str. 113-127. https://doi.org/10.5937/EKOPRE2202113P

Bradić-Martinović, A., Kovačević, I. (2021). Poslovanje hotela tokom pandemije COVID-19, Poslovanje u periodu pandemije – izazovi i šanse. Institut ekonomskih nauka, Beograd, pp. 72-90. http://ebooks.ien.bg.ac.rs/id/eprint/1674

Selected projects:

Revision of the Draft Tourism Development Strategy of the Republic of Serbia for the period 2026-2030, (April-June 2025), key expert

'Be an Archaeologist!' - Transfer of Scientific Knowledge to Build the Capacity of the Archaeological Sector by Developing a Unique Tourism Experience' - Dig4XP (2024-2025); Collaborative Proof of Concept, Project Manager on behalf of the Institute of Economic Sciences

Creating a draft of the Tourism Development Strategy of the Republic of Serbia for the period 2025-2035, (2023-2024), team member

Designation study of the tourism area Belo brdo in Vinča and the Master Plan for the development of tourism in Belgrade – Archaeological site Belo brdo, Vinča, team member (2021)

Regional Cooperation Programme (RCC): Common Regional Market Project: “Support to Western Balkan region in sustainable tourism development”, Component 2: Assessment of the situation on tourism data and statistics in the WB6 (2021), Work Package Manager

IPA CBC Bulgaria-Serbia Programme Project "Tourism and futurism", Varshets-Sokobanja, No CB007.2.12.068 "Marketing Strategy of Common Tourist Destination Sokobanja – Varshets" and "Tourism Development Program of the Municipality of Sokobanja" (2020), Team member

Regional Cooperation Programme (RCC) „Triple P Tourism in SEE: Promotion, Policy and Pilots Project "Western Balkans Six Tourism and Travel Industry Assessment: COVID-19 pandemic crisis“ (2020), Team member

HORIZONT2020: Consortium of European Social Science Data Archive - Strengthening and Widening (CESSDA – SaW), 2015/2017, coordinator for Serbia

SCOPES Project: South East Europe Data Service (SEEDS), 2015/2017 and RRPP project under the project contract SEEDS: RRPP Data Rescue, (2016-2017), Coordinator for Serbia, for both projects

FP7 project: Support to Establishment of National/Regional Social Sciences Data Archives (SERSCIDA), 2012/2014, coordinator for Serbia

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