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Ekonomika preduzeća
2017, vol. 65, br. 5-6, str. 403-412
jezik rada: engleski
vrsta rada: izvorni naučni članak
objavljeno: 21/12/2017
doi: 10.5937/EKOPRE1706403D
Identifikacija pokretača satisfakcije turista koji putuju zbog odmora
aUniverzitet u Beogradu, Ekonomski fakultet, Katedra za poslovnu ekonomiju i menadžment
bUniverzitet u Kragujevcu, Ekonomski fakultet, Katedra za menadžment i poslovnu ekonomiju

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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