ПРЕПОРУКЕ ПОТРОШАЧА УСЛУГА SLOW ТУРИЗМА
DOI:
https://doi.org/10.22190/TEME190708084MKljučne reči:
slow туризам, мотиви, препоруке, комуникација „од уста до уста”, електронска комуникација „од уста до уста”Apstrakt
Туризам представља сектор економије унутар којег потрошачи (туристи) веома често деле своје личне импресије, размишљања, ставове и искуства о туристичкој услузи. Tо чине како лично (офлајн) тако и применом савремених информационо-комуникационих технологија (онлајн), употребљавајући интерперсоналну комуникацију. Овакав вид комуникације, у маркетинг-литератури познат као комуникација од уста до уста (енгл. Word of Mouth комуникација – WOM), сматра се најпоузданијим извором информација о производима и услугама. У раду су приказани резултати истраживања које је повезало посебан облик туризма – slow туризам, мотиве потрошача и један од главних исхода путовања – препоруке потрошача. Основни циљ рада је да се истражи утицај мотива на препоруке потрошача као један од исхода slow путовања. Под препорукама се подразумева интерперсонална комуникација која се генерише потпуно независно од предузећа и преноси спонтано између потрошача. Истраживање је спроведено у Републици Србији крајем 2017. године на квотном узорку који је обухватио 320 испитаника. У анализи прикупљених података примењена је једнофакторска анализа варијансе (ANOVA).
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