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Ekonomika preduzeća
2017, vol. 65, br. 5-6, str. 403-412
jezik rada: engleski
vrsta rada: izvorni naučni članak
doi:10.5937/EKOPRE1706403D


Identifikacija pokretača satisfakcije turista koji putuju zbog odmora
aUniversity of Belgrade, Faculty of Economics, Department of Business Economics and Management
bUniversity of Kragujevac, Faculty of Economics, Department of Business Economics and Management

Sažetak

Satisfakcija turista je važna komponenta u upravljanju i marketingu turističkih destinacija i preduzeća koja svoju poslovnu delatnost obavljaju u turističkom sektoru. Upravljanje satisfakcijom turista je neophodno kako bi se obezbedio dugoročni razvoj turizma u destinacijama i profitabilno poslovanje turističkih preduzeća na dugi rok. Turizam je složena delatnost i turisti koji putuju zbog odmora koriste veliki broj različitih usluga. Različite usluge utiču na satisfakciju turista. U radu su uzete u obzir osnovne grupe usluga koje turisti koriste pre putovanja i usluga koje koriste u toku putovanja kako bi se utvrdio njihov uticaj na satisfakciju. Analiza je urađena na osnovu empirijskog istraživanja i primene statističkih analiza, kao što su konfirmativna faktorska analiza, SEM analiza i t test za dva nezavisna uzorka. Odvojeno su posmatrane usluge koje turisti koriste pre putovanja i usluge koje turisti koriste u toku putovanja. Analiza je rađena kod turista koji putuju zbog odmora i koriste usluge turističkih agencija. Odabir ove kategorije turista je urađen kako bi u analizi mogle da se obuhvate sve usluge od momenta donošenja odluke o putovanju do povratka sa putovanja. Na osnovu analize identifikovani su ključni pokretači satisfakcije. U radu je analizirana i razlika u pokretačima satisfakcije turista koji prvi put koriste usluge turističkih agencija i turista koji su ranije koristili usluge.

Ključne reči

satisfakcija; pokretači satisfakcije; odmor; turisti; usluge

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