ЗАДОВОЉСТВО И ЛОЈАЛНОСТ КАО ПОКАЗАТЕЉИ КВАЛИТЕТА ЕЛЕМЕНАТА ТУРИСТИЧКОГ ПРОИЗВОДА
DOI:
https://doi.org/10.22190/TEME190914018KKljučne reči:
туризам, туристички производ, квалитет туристичке услуге, задовољство туриста, лојалност туристаApstrakt
Континуирана експанзија и диверзификација туризма последњих деценија довели су до тога да ова привредна грана постане једна од највећих и најбрже растућих у свету. Добро испланирани туризам користи дестинацијама повећањем прихода од туризма и запосленошћу. С тим у вези, квалитет туристичких услуга, а самим тим и задовољство туриста квалитетом пружених туристичких услуга, као претходница лојалности – постају од кључног значаја за успешан развој туризма. Предмет овог истраживања су задовољство и лојалност као показатељи квалитета елемената туристичког производа. Циљ рада јесте испитивање повезаности задовољства туриста квалитетом угоститељских услуга, услуга смештаја, услуга превоза и пружања специфичног туристичког догађаја са њиховом старосном структуром и регионом који су посетили, као и повезаност између задовољства туриста квалитетом елемената туристичког производа и лојалности. Ради остварења овог циља, спроведено је истраживање које је обухватило 381 испитаника. Одговоре који су релевантни за анализу дало је 357 испитаника. За обраду података коришћене су мултиваријациона анализа варијансе и дискриминациона анализа. Резултати истраживања указују на то да постоје значајне статистичке разлике између задовољства и старосне структуре туриста, према региону који су посетили, као и да лојалност туриста зависи од њиховог задовољства квалитетом елемената туристичког производа.
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