Analiza satisfakcije turista boravkom u Srbiji
Analysis of Satisfaction of Tourists Staying in Serbia
Apstrakt
U savremenim uslovima poslovanja satisfakcija potrošača postaje sve značajnija s obzirom da se smatra jednim od najvažnijih faktora poslovnog uspeha organizacija, a totalnom satisfakcijom stiče se i konkurentska prednost. Poznato je da se u totalnoj satisfakciji potrošača nalazi izvor konkurentske prednosti preduzeća, jer se podrazumeva da su očekivanja potrošača premašena i da ta vrednost nije ponuđena od konkurenata. Analiza satisfakcije u turizmu ima svojih specifičnosti koje su vezane za činjenicu da turističku ponudu čini set velikog broja usluga i proizvoda, kao i da postoji visoka sofisticiranost zahteva turista. U ovom radu je analiziran nivo satisfakcije turista boravkom u Republici Srbiji na osnovu rezultata ankete sprovedene u leto 2011. godine u više turističkih mesta u Srbiji. Najpre je prikazan profil turista prema različitim demografsko-ekonomskim karakteristikama i motivima putovanja u Republici Srbiji, a zatim je fokus istraživanja usmeren na analizu zadovoljstva turista boravkom u Srbiji. Posebno su diskutovani rezultati testiranja hipoteza o postojanju različitog nivoa satisfakcije turista u zavisnosti od njihovih karakteristika, kao i karakteristika turističkog proizvoda i usluga. Najzad su predstavljene odgovarajuće marketinške implikacije dobijenih tezultata.
Abstract
In contemporary conditions of doing business, customer satisfaction becomes more and more important as it has been considered as one of the most important factors for business success of organizations, while at the same time competitive advantage is reached once there is total satisfaction present. It is widely known that the total customer satisfaction is a source of competitive advantage of a company, because it implies that consumer expectations are exceeded and that this value has not been offered by competitors. Analysis of satisfaction in the tourism industry has its specific features related to the fact that tourist offer consists of wide spectrum of services and products, and that demands of tourists have become highly sophisticated. This paper offers the analysis of satisfaction of tourists staying in Serbia, based on the results of concrete empirical research. Firstly, the profile of tourists according to the demographic and economic characteristics and the travel motive has been presented. In particular, the results of testing the hypotheses on the existence of different levels of tourist satisfaction depending on their characteristics, and the characteristics of touristic products and services have been presented. Finally, the relevant marketing implications of these results have been outlined.
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