In this study, the effect of normative beliefs and tourists’ experience of travelling to different places on their loyalty to the destination is investigated. In this regard, 150 questionnaires were randomly collected from tourists who had travelled to Ardabil in a 20-day period in the summer of 2016. First, confirmatory factor analysis was conducted on variables. The results of regression test indicated that there is a significant correlation between tourists’ previous experience and their normative beliefs and loyalty to the destination. The correlation between these variables is respectively equal to 0.24 and 0.25. Furthermore, the variables of normative beliefs and tourists’ previous experience can predict the changes of tourists’ loyalty to the destination at a rate of 0.20 and 0.21, respectively. These results can help tourism activists to attempt to create mutual feeling and change tourists’ normative beliefs when offering services. Moreover, further study to separate the type of norms and their different effect can help to improve services and tourists’ experience.

The first part of the article deals with a company decline as a consequence of the insufficient company performance in connection with its financial instability. We focus on a new legal definition of a company decline and an imminent company decline in Slovakia as well. In enterprises, a decline is resolved by the implementation of a company crisis management by using informal and formal procedures of a company crisis management. Next, we devote to financial aspects of company crisis management in connection with financial management. In the second part, we explain the methodology of work and the used methods of the research within a chosen sample of enterprises. The application part of the article includes the statistics of the testing of declines in a chosen sample of enterprises, where we use the financial analysis as a method of indicating a decline in the sample of enterprises. We test especially the golden balance rule of financing with liquidity and debt ratios as the main financial indicators of a company decline. In the work results and within the discussion we come to the characteristics of a company decline causes and the conclusion is aimed at the recommendations for the economic practice in the field of financial company health with the primary objective to avoid or to avert a company decline with the smallest possible losses.