Konzervativizam, tradicija i izbegavanje neizvesnosti kao determinante izbora domaćih turističkih destinacija na Balkanu: moderatorska uloga turističkog etnocentrizma
Conservatism, tradition, and uncertainty avoidance as determinants of domestic tourist destination choice in the Balkans: The moderating role of tourist ethnocentrism
Apstrakt
Osnovni cilj ovog istraživanja jeste da se ispita uticaj konzervativizma, tradicije i izbegavanja neizvesnosti (jedne od Hofstedeovih dimenzija nacionalne kulture) na izbor domaćih turističkih destinacija, kao i moderatorska uloga turističkog etnocentrizma. Empirijsko istraživanje sprovedeno je početkom 2025. godine na uzorku od 977 ispitanika iz Srbije, Hrvatske i Bosne i Hercegovine, primenom anketne metode. Analiza podataka izvršena je korišćenjem softverskog paketa SmartPLS 4. Rezultati istraživanja ukazuju na to da konzervativizam, tradicija i izbegavanje neizvesnosti ostvaruju statistički značajan i pozitivan direktan uticaj na izbor domaćih turističkih destinacija. Takođe, nalazi potvrđuju da turistički etnocentrizam ima značajnu moderatorsku ulogu u svim ispitivanim odnosima, dodatno jačajući vezu između nezavisnih varijabli i preferencije domaćih destinacija. Ovi rezultati ukazuju na centralnu ulogu kulturnih i vrednosnih dimenzija u oblikovanju turističkog ponašanja u balkanskom kontekstu. Teorijski doprinos rada ogleda se u integraciji kulturnih faktora i etnocentrizma u analizi potrošačkih preferencija u turizmu, dok praktične implikacije pružaju smernice za kreiranje marketing strategija usmerenih na promociju domaćeg turizma u regionu.
Abstract
The primary aim of this study is to examine the influence of conservatism, tradition, and uncertainty avoidance (a Hofstede cultural dimension) on the choice of domestic tourist destinations, while also exploring the moderating role of tourist ethnocentrism. Empirical research was conducted in early 2025 on a sample of 977 respondents from Serbia, Croatia, and Bosnia and Herzegovina, using a survey method. Data analysis was performed with SmartPLS 4 software. The findings reveal that conservatism, tradition, and uncertainty avoidance exert a significant and positive direct impact on the choice of domestic tourist destinations. Furthermore, results indicate that tourist ethnocentrism significantly moderates all examined relationships, further strengthening the links between the independent variables and the preference for domestic destinations. These results highlight the central role of cultural and value dimensions in shaping tourist behavior within the Balkan context. The theoretical contribution of the study lies in the integration of cultural factors and ethnocentrism in analyzing consumer preferences in tourism, while the practical implications provide guidance for designing marketing strategies that foster domestic tourism promotion across the region.
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