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The alignment of generation z\u27s work values with organizational values
Get PDFDelovne vrednote imajo pomembno vlogo pri oblikovanju posameznikovega odnosa do dela, organizacijske kulture in uspešnosti podjetij. Sedaj, ko na trg dela vstopa generacija Z, se pojavlja vprašanje, v kolikšni meri se njihove vrednote ujemajo z vrednotami organizacij, ki so pogosto oblikovane s strani predhodnih generacij. Generacija Z, ki jo zaznamujejo digitalizacija, globalizacija in hitre družbene spremembe, izpostavlja pomen fleksibilnosti, uravnoteženost med poklicnimi obveznostmi in prostim časom, občutku smiselnosti pri delu ter transparentnemu in etičnemu poslovanju delovanja organizacij. Namen raziskave je proučiti ujemanje delovnih vrednot generacije Z z vrednotami organizacije in ugotoviti, katere podobnosti in razlike obstajajo med njimi. V teoretičnem delu smo opredelili osebne, organizacijske in delovne vrednote, predstavili teorijo organizacij ter koncept ujemanja posameznik-organizacija, ki poudarja skladnost vrednot kot ključni dejavnik zadovoljstva zaposlenih, njihove motivacije in dolgoročne pripadnosti podjetju. V empiričnem delu smo izvedli raziskavo na podlagi Lyonsovega anketnega vprašalnika, v katerem je sodelovalo 127 pripadnikov generacije Z in 88 zaposlenih iz izbranega podjetja X. Rezultati so pokazali, da generacija Z največji pomen pripisuje varnosti zaposlitve, primerno urejenemu delovnemu času, možnosti napredovanja in višini plače, medtem ko so se v podjetju kot ključne organizacijske vrednote izkazale odgovornost, poštenost, učinkovitost, strokovnost in pripadnost podjetju. Analiza je potrdila, da med vrednotami generacije Z in vrednotami organizacije obstaja le delno ujemanje, saj so največja razhajanja zaznana pri pričakovanjih glede fleksibilnosti dela ter smisla, ki ga delo prinaša posamezniku. Ugotovitve nakazujejo, da lahko prav ta neskladja povzročijo nezadovoljstvo, nižjo stopnjo zavzetosti ter večjo fluktuacijo mladih zaposlenih. Raziskava tako predstavlja prispevek k razumevanju delovnih vrednot generacije Z in ponuja organizacijam smernice, kako oblikovati delovno okolje, ki bo upoštevalo njihove vrednote, mladim omogočalo osebni in poklicni razvoj ter hkrati zagotavljalo usklajenost z dolgoročnimi cilji organizacije.Work values play an important role in shaping an individual\u27s attitude towards work, organizational culture and overall business performance. As Generation Z enters the labor market, the question arises as to what extent their values align with the values of organizations, which are often shaped by older generations. Generation Z, marked by digitalization, globalization and rapid social changes, emphasizes the importance of flexibility, work-life balance, meaningful work and organizational transparency and etics. The purpose of this research was to examine the alignment of Generation Z\u27s work values with organizational values and to identify the similarities and differences between them. In the theoretical part, personal, organizational and work values are defined, along with generational theories and the concept of peson-organization fit, which highlights value congruence as a key factor influencing employee statisfaction, motivation and long-term commitment. The emperical part of the study was based on Lyon\u27s questionnaire, conducted among 127 members of Generation Z and 88 employees of the selected company X. The results showed that Generation Z attaches the greatest importance to job security, well-organized working hours, opportunities for promotion and salary level, while the organization emphasized responsibility, honesty, efficency, expertise and organizational commitment as its key values. The analysis confirmed that there is only a partial match between the values of Generation Z and those of the organization, with the greatest discrepancies found in expectations regarding work flexibility and the meaningfulness of work. The findings suggest that such inconsistences can lead to dissatisfaction, lower employee engagement and higher turnover among young employees. This research therefore contributes to a deeper understanding of Generation Z\u27s work values and provides organizations with guidelines on how to design a work environment that acknowledges these values, enables young employees personal and professional development and ensures alignment with the organization\u27s long-term goals
Electric tasers, tear gases and other modern means of force: an analysis of their use in policing
Get PDFSodobna prisilna sredstva, kot so električni paralizatorji, solzivec ter druga manj smrtonosna prisilna sredstva, postajajo vse pogostejša izbira policije pri vzdrževanju javnega reda in miru ter pri obvladovanju določenih nevarnih situacij. Vse bolj in bolj sodobna sredstva prisile dopolnjujejo tradicionalne metode. Njihova uporaba se je v zadnjih letih precej razširila. V tem zaključnem delu smo predstavili nekatere osnovne, hkrati pa tudi najbolj pogoste vrste sodobnih prisilnih sredstev, ter jih razvrstili glede na njihovo delovanje tako kot na njihovo ciljno skupino. Poseben poudarek smo dali električnemu paralizatorju, ki velja za učinkovito, hkrati pa tudi za kontroverzno sredstvo. Potrudili smo se na najboljši možen način opisati tehnične značilnosti, način uporabe, delovanje na ciljne skupine ter morebitna tveganja kot posledice njihove uporabe. V nadaljevanju smo se posvetili pozornosti tudi nekaterim drugim prisilnim sredstvom. Posvetili smo se kemijskim sredstvom, posebej solzivcu. Razložili smo in analizirali njihov vpliv na zdravje posameznikov, odziv javnosti ter posledice njihove uporabe v številnih policijskih intervencijah. Zadnji del naloge obravnava ključne dileme in kritike, ki so povezane z uporabo sodobnih prisilnih sredstev, kjer izpostavljamo pomen sorazmernosti, zakonitosti in nadzora. V tem zadnjem delu lahko ugotovimo, da odgovorna in nadzorovana uporaba prisilnih sredstev močno prispeva k večji varnosti policistov in posameznikov ter povečuje legitimnost policijskega dela v demokratični družbi.Modern means of force, such as tasers, tear gases and other less lethal means of force, are becoming an increasingly common choices for police authorities in maintaining public order and peace, as well as in managing certain dangerous situations. Modern means of force are fulfilling traditional methods more and more, and their use has significantly expanded in recent years. In this final thesis, we presented some of the basic, yet also most popular types of modern means of force and categorized them according to their mode of operation as well as their target groups. Special emphasis was placed on tasers, which is considered both an effective and controversial mean of force. We made an effort to describe in the best possible way its technical characteristics, method of use, impact on target groups, and potential risks resulting from its application. Furthermore, we also dedicated some attention to other perhaps less popular means of force. We examined chemical agents, particularly tear gases. We tried to explain and analyze their impact on individual’s health, public response, and the consequences of their use in numerous police interventions. The final part of the thesis addresses key dilemmas and criticisms related to the use of modern means of force, emphasizing the importance of proportionality, legality, and oversight. In conclusion, it can be determined that the responsible and controlled use of coercive measures significantly contributes to the increased safety of police officers and individuals, while also enhancing the legitimacy of police work in a democratic society
Police negotiation in crisis situations: role, methods and comparison of approaches
Get PDFPolicijska pogajanja v kriznih situacijah so bila prepoznana kot pomemben del sodobnega policijskega delovanja, kjer so človeška življenja pogosto izpostavljena neposredni nevarnosti. V raziskavi smo najprej pregledali zgodovinski razvoj policijskega pogajanja, od prvih poskusov institucionalizacije v Združenih državah Amerike do uveljavitve teh pristopov v evropskem in slovenskem prostoru. Za raziskavo je bila uporabljena metoda sistematičnega pregleda znanstvene in strokovne literature, s katero smo raziskali temeljne elemente kriznega pogajanja ter kompetence, kot so aktivno poslušanje, gradnja odnosa, timsko delo in empatija, ki skupaj predstavljajo ključne lastnosti uspešnega policijskega pogajalca. Posebno pozornost smo namenili tudi pogojem za vključitev v pogajalske enote, kot so osebnostne lastnosti, strokovno znanje ter obvezna usposabljanja in nadaljnje izpopolnjevanje. Obravnavali in primerjali smo pogajalske modele BISM, D.I.A.M.O.N.D., S.A.F.E., STEPS ter druge in ocenili njihove prednosti, slabosti in možnosti prilagajanja različnim kontekstom. Zaradi kompleksnosti teh situacij je bilo raziskano, kateri pogajalski modeli in pristopi so najbolj učinkoviti za določeno situacijo. Poleg modelov smo upoštevali tudi vplive etike, kulturnega okolja, prisotnosti in medijev ter uporabe sodobne tehnologije. Izvedena je bila analiza in primerjava dveh primerov iz prakse, in sicer neuspešno pogajanje med obleganjem v Wacu in uspešno rešeno situacijo v Williamsburgu. Na podlagi ugotovitev smo oblikovali priporočila za nadaljnji razvoj in nadgradnjo trenutnih policijskih pogajalskih praks, ki temeljijo na humanosti, strokovnosti in prilagodljivosti konkretni situaciji.Police negotiations in crisis situations have been recognized as an important part of modern police work, where human lives are often exposed to immediate danger. In our research, we first reviewed the historical development of police negotiation, from the first attempts at institutionalization in the United States to the establishment of these approaches in Europe and Slovenia. The research method used was a systematic review of scientific and professional literature, which we used to investigate the fundamental elements of crisis negotiation and competencies such as active listening, relationship building, teamwork, and empathy, which together represent the key characteristics of a successful police negotiator. We also paid special attention to the conditions for inclusion in negotiation units, such as personality traits, professional knowledge, and mandatory training and further education. We discussed and compared the BISM, D.I.A.M.O.N.D., S.A.F.E., STEPS, and others, and assessed their advantages, disadvantages, and adaptability to different contexts. Due to the complexity of these situations, we investigated which negotiation models and approaches are most effective for a given situation. In addition to the models, we also took into account the influences of ethics, cultural environment, presence and media, and the use of modern technology. An analysis and comparison of two practical cases was carried out, namely the unsuccessful negotiation during the siege in Waco and the successfully resolved situation in Williamsburg. Based on the findings, we formulated recommendations for the further development and upgrading of current police negotiation practices based on humanity, professionalism, and adaptability to specific situations
The impact of implementation contemporary art practices into art education on the artistic development of eighth-grade students
Get PDFZnano je, da lahko različni dejavniki pozitivno vplivajo na likovni razvoj pri
učencih, vendar pa še ni raziskano, ali lahko nanj pozitivno vpliva tudi sodobna
likovna umetnost. Predvsem zato, ker je večplastna in kompleksna za
razumevanje, se na tem mestu utemeljeno pojavlja vprašanje, ali jo lahko z
namenom pozitivnega vplivanja na razvoj likovnih sposobnosti vključujejo učitelji
v enaki meri in obsegu kot druge vsebine likovne umetnosti. Zato v prispevku
predstavljamo rezultate pedagoškega eksperimenta, s katerim smo preverjali vpliv
vključevanja sodobnih umetniških praks na razvoj likovnooblikovnih sposobnosti
osmošolcev (N = 121). Z raziskavo smo uspeli dokazati, da vključevanje sodobnih
umetniških praks v pouk likovne umetnosti pozitivno vpliva na likovnooblikovni
razvoj osmošolcev.It is known that several factors can have a positive effect on the artistic
development of pupils, but it has not yet been investigated whether such
development can also be positively influenced by the contemporary visual arts.
Mainly because it is multi-layered and complex to understand, the question here is
whether teachers can incorporate contemporary visual arts to the same degree and
extent as other visual arts content to exert a positive influence on the development
of artistic skills. Therefore, in this paper we present the results of a pedagogical
experiment conducted to examine the effects of incorporating contemporary
artistic practices on the development of artistic creativity skills in eighth graders
(N = 121). Through the study, we were able to demonstrate that the inclusion of
contemporary art practices in art lessons does have a positive impact on the
development of art design skills among eighth graders
The impact of different voice rehabilitation methods after total laryngectomy on quality of life
Get PDFPovzetek
Uvod: Popolna laringektomija je najučinkovitejša terapija za napredovalni rak grla in hipofaringealni karcinom. Učinkovita rehabilitacija glasu po popolni laringektomiji je nujna za ohranitev bolnikove kakovosti življena. Zanimalo nas je, kateri načini rehabilitacije glasu se uporabljajo in kako vplivajo na kakovost življenja bolnika.
Metode: Pregledali smo znanstveno literaturo s področja rehabilitacije glasu po popolni laringektomiji. Iskanje je potekalo v podatkovnih bazah: SAGE, ScienceDirect in PubMed.
Rezultati: V končno analizo smo vključili 10 raziskav. Ugotovili smo, da obstajajo tri metode rehabilitacije glasu po popolni laringektomiji: elektrolarinks, traheoezofagealna fonatorna proteza in ezofagealni govor. Na kakovost življenja je najbolj ugodno vplivala traheoezofagealna fonatorna proteza.
Razprava in zaključek: Poudarili bi, da ni prednosti v eni metodi, saj ima lahko vsaka zaplete in je odvisna od izbire posameznika, zdravniškega mnenja, posameznikovih dejavnikov, vključno z anatomijo, ročno spretnostjo in osebnimi preferencami. Celoviti rehabilitacijski programi in izobraževalni programi za bolnike in družino/skrbnike so potrebni za pomoč pri rehabilitaciji glasu po PL in s tem izboljšanje kakovosti življenja.Abstract
Introduction: Total laryngectomy is the most effective treatment for advanced laryngeal and hypopharyngeal carcinoma. Successful voice rehabilitation following the procedure is essential for maintaining patients\u27 quality of life. This study aimed to examine the various methods of voice rehabilitation used after total laryngectomy and assess their impact on quality of life.
Methods: A literature review was conducted focusing on voice rehabilitation after total laryngectomy. The search was performed in the following databases: SAGE, ScienceDirect, and PubMed.
Results: Ten studies were included in the final analysis. Three primary methods of voice rehabilitation were identified: electrolarynx, tracheoesophageal voice prosthesis, and oesophageal speech. The tracheoesophageal voice prosthesis showed the most favourable impact on patients’ quality of life.
Discussion and conclusion: No single method proved universally superior, as each carries potential complications and depends on individual preferences, clinical recommendations, anatomical conditions, and manual dexterity. Comprehensive rehabilitation and educational programs for patients and their families or caregivers are essential to support voice restoration and improve overall quality of life after total laryngectomy
Contemporary use of traditional materials: library in Čakovec
Get PDFDandanes, se človeštvo sooča z velikimi problemi,
kot so podnebne spremembe, onesnažnje
okolja, revščina, tehnološki izzivi in mnogi drugi.
V arhitekturi se vse bolj poudarja energetska
učinkovitost, ekološka gradnja brez razmišljanja
o procesu nastajanja potrebnih materialov za
gradnjo.
Čeprav smo omejeni na nekaj vrst gradnje, sodobna
tehnologija in izboljšana infrastruktura
odpirata velike možnosti za odkrivanje novih
načinov in izboljšanje obstoječih tehnik. Takšen
pristop, ki omogoča razumevanje problematike
globalnih spememb, nam hkrati olajša oblikovanje
nivih idej in spodbuja potencialne spremembe
z namenom reševanja tako globalnih kriz
kot lokalnih kriz.
Magistrsko delo se osredotoča na razvoj arhitekture
iz zemlje v modernem kontekstu z
namenom izobraževanja lokalnega prebivalstva
o gradbenih praksah naših prednikovi. Osrednja
ideja je priprava idejne zasnove prenove
Mestne knjižnice Čakovec z dodatkom novega,
izobraževalnega centra za gradnjo z zemljo in
slamo. Ker so bile knjižnice vedno objekti, kamor
so ljudje hodili z namenom pridobivanja novega
znanja, se izobraževalni center za gradnjo z blatom
in slamo zdi kot odličen dodatek prenovljeni
knjižnici v mestu, ki je središče Medžimurja, katerega
ime pomeni “med dvema rekama”, Muro
in Dravo. To območje, bogato z vodonimi in
rodovito zemljo predstavlja ustrezno izhodišče,
da skozi magistrsko nalogo pokažemo, kako je
mogoče graditi po vzoru naših prednikov ter
hkrati odpirati nova poglavja v gradnji prihodnosti,
utemeljene na naši preteklosti.The period we live in is facing major problems
such as climate change, environmental pollution,
poverty, technological challenges, and many
others. In architecture, there is an increasing
emphasis on energy efficiency and eco-friendly
construction without considering the process of
obtaining the necessary building materials.
We are limited to a few types of construction, but
with new and better technology and infrastructure
in construction, there are great potentials
for discovering new methods or redefining and
improving old techniques.
An approach that allows us to understand the
issues of global changes makes it easier for us to
initiate new ideas and potential changes to address
global and local crises.
The master’s thesis focuses on the development
of earth architecture in a modern context with the
aim of educating the local population about how
our ancestors built. The idea is to create a conceptual
design for the renovation of the Čakovec
City Library with the addition of a new educational
center for building with earth and straw.
Since libraries have always been places where
people go to acquire new knowledge, an educational
center for building with mud and straw
seems like an excellent addition to the renovated
library in the city, which is the center of Međimurje,
whose name means “between two rivers,” the
Mura and the Drava. This area, rich in water and
quality soil, provides us with the perfect context
to demonstrate through the master’s thesis how it
is possible to build like our ancestors and open a
new chapter in future with our past
New approach of modeling influential factors of safety climate in industrial companies with a predominantly female labor force
Get PDFThe research in this paper aims to develop an original model of the influencing factors of thesafety climate in industrial processes, as an important element of organizational development. Theset of collected data was analyzed by using statistical tool software packages SPSS 21.0 and LISREL8.80, based on testing a sample of 843 employees of industrial organizations with a predominantlyfemale labore force, in the Republic of Serbia, on the territory of Jablanica District. It was determinedthat the factors of the working conditions (WC), as well as attitude of employee towards the workingconditions (AE), can be indicators of the impact of employee safety. The developed model is apractical, acceptable and applicable solution that can bring positive changes in practice, regardingoccupational safety and health (OSH)
Attitudes towards intimate partner violence and willingness to intervene
Get PDFNasilje v družini je oblika nasilja, ki se dogaja med širšimi družinskimi člani, lahko pa tudi med dvema posameznikoma – intimnima partnerjema. Lahko je vidno že na zunaj (udarec partnerju, otroku), lahko pa zavzema bolj neopazne oblike, ki kljub subtilnosti niso zanemarljive (ekonomsko nasilje, emocionalno nasilje, zalezovanje). Stališča do intimnopartnerskega nasilja so skupek več dejavnikov, ki nakazujejo na ravnanje osebe v primeru nasilja. Osrednji cilj zaključnega dela je izpostaviti problematiko intimnopartnerskega nasilja in raziskati povezave med stališči do intimnopartnerskega nasilja in pripravljenostjo posredovanja. Stališča do intimnopartnerskega nasilja so pomemben napovedni dejavnik samega nasilja kot tudi pripravljenosti na posedovanje ob nasilju. V nalogi smo proučili ravno ta dejavnika in se osredinili na nastanek različnih stališč in povezavo z vzroki, ki so pomembno soodvisni s pripravljenostjo posameznikov za posredovanje. Zaključno delo se osredotoča na stališča posameznikov do intimnopartnerskega nasilja in pripravljenost na posredovanje. S spletno anketo, v katero je bilo vključenih 613 anketirancev, starih med 18 in 65 let, smo ugotavljali, kakšna so stališča do intimnopartnerskega nasilja in nasilja v družini v Sloveniji. Ugotavljamo, da so določene demografske karakteristike povezane s stališči do nasilja. Ugotavljamo, da imajo moški in prebivalci ruralnega okolja višjo toleranco do psihičnega nasilja. Nižja izobrazba, ruralno okolje in moški spol pa so prav tako dejavniki, povezani z višjo toleranco do fizičnega nasilja. Z naklonjenostjo posredovanju je na podlagi naših ugotovitev statistično značilno povezana le toleranca do psihičnega nasilja. Naše ugotovitve so skladne z ugotovitvami raziskav iz tujine.Domestic violence is a form of violence that takes place between extended family members, or between two individuals - intimate partners. It can be visible externally (hitting a partner, a child), but it can take more subtle forms which, although subtle, are not negligible (economic violence, emotional violence, stalking). Attitudes towards intimate partner violence consist of a combination of several factors that indicate how a person should react in the event of violence. The main objective of this thesis is to highlight the issue of intimate partner violence and explore the links between attitudes towards intimate partner violence and willingness to intervene. Attitudes towards intimate partner violence are an important predictor of the violence itself as well as of willingness to intervene in the face of violence. In this thesis, we examined these two factors and focused on the emergence of different attitudes and their association with causes that are significantly correlated with individuals\u27 willingness to intervene. The conclusion of the thesis focuses on individuals\u27 attitudes towards intimate partner violence and their willingness to intervene. We used an online survey of 613 respondents aged 18-65 years to determine attitudes towards intimate partner violence and domestic violence in Slovenia. Our results show that certain demographic characteristics are associated with attitudes towards violence. Our results show that men and people from rural areas have a higher tolerance to psychological violence. Lower education, rural environment and male gender are also factors associated with higher tolerance of physical violence. Based on our findings, only tolerance of psychological violence is statistically significantly associated with willingness to intervene. Our findings are in line with research findings from abroad
Environmental communication by political parties in the context of the 2022 Slovenian parliamentary elections
Get PDFVarstvo okolja je pomembna tema v mednarodnem političnem diskurzu že od poznih 80.-ih let prešnjega stoletja, vendar je v slovenski politiki postala bolj izpostavljena šele v prvem desetletju novega stoletja, ko je Slovenija leta 2004 postala del Evropske unije in se s tem zavezala varstvu okolja in podnebnim ukrepom. V začetku drugega desetletja 21. stoletja sta pandemija Covida 19 in vojna v Ukrajini bistveno spremenili politično agendo, saj sta vprašanje nacionalne varnosti postavili nad in pred boj proti okoljski krizi. V sklopu parlamentarnih volitev v Sloveniji leta 2022 je bila ta tendenca močno razvidna. Tematski sklop podnebnih sprememb, okoljske krize in okoljevarstva je bil sicer prisoten v predvolilnih kampanjah nekaterih strank, vendar ne vseh. Prav tako presenetljivo je, da je bil redko neposredno naslovljen v televizijskih in radijskih soočenjih strank. Prispevek na podlagi strankarskih programov in televizijskih soočenj analizira način, kako so stranke v času predvolilne kampanje komunicirale o okoljski krizi. Predvsem nas zanima, ali je bila ta komunikacija v skladu s smernicami in priporočili za ustrezno podnebno komuniciranje* (kot jih je na primer predlagala Harvard T. H. Chan School of Public Health: https://www.hsph.harvard .edu/chc/resources/climate-communication-tips/) ter kateri (metaforični) okviri in konceptualne metafore so prevladovali v tej komunikaciji.Environmental protection has been part of international political discourse since the late 1980s, but gained prominence in Slovenian politics only after the country joined the EU in 2004. This commitment to climate change mitigation was later challenged by shifting political priorities, particularly due to the Covid-19 pandemic and the war in Ukraine, which brought national security to the forefront. These global crises influenced the 2022 Slovenian parliamentary elections, where environmental issues were unevenly represented across party campaigns. While some parties addressed climate change and environmental protection, others largely ignored them. Notably, these topics were seldom discussed in televised and radio debates. This paper examines how political parties and the media communicated the environmental crisis during the election campaign, drawing on party manifestos and televised debates. The analysis focuses on whether this communication aligned with established guidelines for effective climate communication (e.g., those from the Harvard T. H. Chan School of Public Health) and explores the dominant metaphorical frames and conceptual metaphors used
Sustainable destination communication in theory and practice
Get PDFPrispevek obravnava koncept trajnostne destinacijske komunikacije kot ključni element sodobnega turizma. V ospredje postavlja vlogo komunikacije pri spodbujanju trajnostnega vedenja, gradnji zaupanja ter ustvarjanju dolgoročnega odnosa med destinacijo, obiskovalci in lokalno skupnostjo. Avtorji opozarjajo, da zgolj uporaba pojma trajnostnost ni zadostna – ključna je njegova verodostojna, strateška in vključujoča komunikacija. Prispevek izpostavlja deset načel učinkovitega trajnostnega komuniciranja po Baumgartnerju in Hadornu (2022), ki jih ponazori s študijo primera trajnostne pobude Zelena planica 2023. Analiza te pobude potrjuje, da so lahko tudi kompleksni dogodki, kakršno je bilo svetovno prvenstvo v nordijskem smučanju leta 2023 v Planici, uspešno zasnovani v duhu trajnostnih vrednot, če so komunikacijsko premišljeni. Avtorji zaključujejo, da je trajnostna komunikacija temelj za odgovoren, vključujoč in dolgoročno konkurenčen turizem.The article explores the concept of sustainable destination communication as a vital pillar of contemporary tourism development. It highlights the central role of communication in promoting sustainable behaviour, building trust, and fostering long-term relationships between destinations, visitors, and local communities. The authors argue that merely using the term sustainability is insufficient – communication must be credible, strategic, and inclusive. The paper presents ten principles of effective sustainability communication, developed by Baumgartner and Hadorn (2022), and illustrates their application through a case study of the Green Planica 2023 Sustainability Initiative. This initiative, created for the Nordic World Ski Championships in Slovenia, demonstrates how even large-scale events can successfully embody sustainability values through well-designed communication. The study concludes that sustainable communication is not just a promotional tool but a transformative process essential for creating responsible, inclusive and resilient tourism destinations