Satisfakcija posetilaca međunarodnih kulturnih događaja u Beogradu
Visitor Satisfaction of International Cultural Events in Belgrade
Apstrakt
Događaji u savremenom turizmu imaju veliki značaj. Povećanje broja događaja na globalnom nivou, uticalo je na rast konkurentskog pritiska i potrebu za marketinškim pristupom u upravljanju razvojem događaja. Satsifakcija potrošača (korisnika usluga) je jedan od osnovnih elemenata u upravljanju razvojem turizma uopšteno posmatrano, pa je samim tim važno upravljati i meriti satisfakciju posetilaca događaja. Satisfakcija posetilaca događaja je važna s obzirom na njen uticaj na prenošenje pozitivnih iskustava, ponovne dolaske i afirmaciju turizma u područjima gde se događaj organizuje. U radu je analizirana satisfakcija posetilaca tri najznačajnija kulturna događaja u Beogradu – BITEF-a, Džez festivala i Beogradskog sajma knjiga. Fokus analize je na satisfakciji posetilaca koja je rezultat učešća u događaju i sadržaju koji događaji nudi, kao i na satisfakciji pratećim turističkim sadržajem Beograda kao turističke destinacije. Analiza je sprovedena na osnovu empirijskog istraživanja u kome je učestvovalo 450 ispitanika koji su bili posetioci događaja.
Abstract
In modern tourism, events are of great importance. The increase in the number of events on a global scale has influenced the growth of competitive pressure and the need for a marketing approach in managing event development. Consumer satisfaction (service user) is one of the basic elements in managing tourism development generally seen, and thus it is also important to manage and measure the satisfaction of event visitors. The satisfaction of event visitors is important bearing in mind its influence onto passing over positive experience, re-visits and tourism affirmation in areas where the event takes place. The paper analyzes the visitor satisfaction of three most important cultural events in Belgrade-BITEF, Jazz Festival and Belgrade book fair. The focus of the analysis is on visitor satisfaction which is the result of event participation, the contents which the event offers, as well as the following tourism contents of Belgrade, as a tourism destination. The analysis has been conducted based on an empirical research in which 450 participants, event visitors, took part in.
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