Metrika članka

  • citati u SCindeksu: 0
  • citati u CrossRef-u:0
  • citati u Google Scholaru:[=>]
  • posete u poslednjih 30 dana:20
  • preuzimanja u poslednjih 30 dana:6
članak: 1 od 5  
Back povratak na rezultate
Bizinfo (Blace)
2020, vol. 11, br. 1, str. 1-17
jezik rada: engleski
vrsta rada: izvorni naučni članak
objavljeno: 26/07/2020
doi: 10.5937/bizinfo2001001P
Creative Commons License 4.0
Merenje percepcije kvaliteta usluga u ruralnom turizmu Srbije primenom RURALQUAL skale
aAcademy of Professional Studies South Serbia, Department of Business Studies, Blace
bUniverzitet u Kragujevcu, Fakultet za hotelijerstvo i turizam, Vrnjačka Banja
cUniversity of Tourism and Management, Skopje, North Macedonia

e-adresa: goran.peric@vpskp.edu.rs

Sažetak

Cilj ovog istraživanja je merenje percepcije kvaliteta usluga u ruralnom turizmu Republike Srbije primenom RURALQUAL skale, kao i utvrđivanje njene faktorske strukture. Istraživanje je sprovedeno tokom januara i februara meseca 2020. godine, tehnikom upitnika, na uzorku od 298 ispitanika. Nalazi deskriptivne statističke analize ukazuju na visoku ocenu percepcije kvaliteta usluge u ruralnom turizmu Republike Srbije, dok se kao najvažnije dimenzije kvaliteta usluga izdvojile profesionalizam i osnovne prednosti. Ocena percepcije stvarno pružeme usluge najniža je za dimenziju opipljivost. Ekplorativna faktorska analiza izdvojila je tri faktora koji objašnjavaju 57.87% varijanse. Nalazi faktorske analize su nakon rotacije proizveli jasnu strukturu faktora sa relativno visokim loading-om i minimalnim preklapanjem stavki, što ukazuje na nezavisnost faktora. Faktori su označeni kao: profesionalizam i osnovne prednosti; opipljivost i rezervacija; komplementarne prednosti i okruženje. Dakle, merenje percepcije kvaliteta usluga putem RURALQUAL skale može pomoći vlasnicima ruralnih turističkih domaćinstava u dobijanju povratnih informacija o kvalitetu pružene usluge, a u cilju primene adekvatne strategije za unapređenje kvaliteta usluga u ruralnom turizmu. Predstavljena su ograničenja istraživanja i date preporuke za buduća istraživanja.

Ključne reči

Reference

Ahrholdt, D.C., Gudergan, S.P., Ringle, C.M. (2017) Enhancing service loyalty: The roles of delight, satisfaction, and service quality. Journal of Travel Research, 56(4), 436-450
Albacete-Sáez, C.A., Mar, F.M., Javier, L.F. (2007) Service quality measurement in rural accommodation. Annals of Tourism Research, 34(1), 45-65
Bowen, J., Ford, R.C. (2002) Managing service organizations: Does having a 'thing' make a difference?. Journal of management, 28(3), 447-469
Cadotte, E.R., Turgeon, N. (1988) Key factors in guest satisfaction. Cornell Hotel and Restaurant Administration Quarterly, 28(4), 44-51
Chen, C.F., Chen, F.F. (2010) Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29-35
Choi, H., Ann, S., Lee, K.W., Park, D.B. (2018) Measuring service quality of rural accommodations. Sustainability, 10(2), 443-443
Chuang, S.T. (2010) Rural tourism: Perspectives from social exchange theory. Social Behavior and Personality: an international journal, 38(10), 1313-1322
Cronin, J.J., Taylor, S.A. (1992) Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-68
Cronin, J.J., Taylor, S.A. (1994) SERVPERF versus SERVQUAL: Reconciling performance-based and perceptions-minus-expectations measurement of service quality. Journal of Marketing, 58(1), 125-131
Demonja, D., Ružić, P. (2010) Ruralni turizam u Hrvatskoj - s hrvatskim primjerima dobre prakse i europskim iskustvima. Meridijani
Devellis, R.F. (2016) Scale development: Theory and applications. Sage publications, Vol. 26
Đenadić, M., Muhi, B., Jovanović, D.V. (2016) Rural tourism: Serbia's missed chance. Ekonomika poljoprivrede, vol. 63, br. 2, str. 515-529
Đorđević, M.S., Milovanović, J. (2012) Održivi turizam ufunkciji ruralnog razvoja - mala poljoprivredna gazdinstva i ruralni turizam uSrbiji. Beograd: Fakultet za primenjenu ekologiju Futura, Univerzitet Singidunum
Frochot, I. (2005) A benefit segmentation of tourists in rural areas: A Scottish perspective. Tourism Management, 26(3), 335-346
Gašić, M. (2016) Turizam u funkciji razvoja ruralnih područja južne i istočne Srbije. Ekonomski fakultet Univerziteta u Nišu, Doktorska disertacija
Gašić, M., Perić, G., Ivanović, V. (2015) Razvijenost ruralnog turizma u Republici Srbiji. Bizinfo (Blace), vol. 6, br. 2, str. 71-81
Grönroos, C. (1984) A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44
Jurdana, D.S., Frleta, D.S. (2012) Tourism development of rural areas-customer perspective. u: 6th International Conference of the School of Economics and Business 'Beyond the Economic Crisis: lessons Learned and Challenges Ahead', Sarajevo, 191-205
Kang, G.D. (2006) The hierarchical structure of service quality: Integration of technical and functional quality. Managing Service Quality: An International Journal, 16(1), 37-50
Kljaić, Š.J. (2020) Service quality measurement in rural tourism: An application of modified RURALQUAL model. Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management, Doctoral dissertation
Koster, R.L.P., Lemelin, R.H. (2009) Appreciative inquiry and rural tourism: A case study from Canada. Tourism Geographies, 11(2), 256-269
Lane, B. (1994) What is rural tourism?. Journal of Sustainable Tourism, 2(1-2), 7-21
Lee, B.C., Kim, D.K. (2009) Relative importance to tourism decision makers of indicators for sustainable rural tourism development in South Korea: Using AHP approach. Journal of Tourism, 10(2), 21-43
Loureiro, S.M.C., González, F.J.M. (2009) Perceived quality in rural lodgings in Spain and Portugal: The RURALQUAL scale. Portuguese Journal of Management Studies, 14(1), 33-52
Loureiro, S.M.C. (2012) Tourism in rural areas: Foundation, quality and experience. u: Visions for Global Tourism Industry-Creating and Sustaining Competitive Strategies, Sl, InTech, 441-460
Loureiro, S.M.C., Breazeale, M., Radic, A. (2019) Happiness with rural experience: Exploring the role of tourist mindfulness as a moderator. Journal of Vacation Marketing, 25(3), 279-300
Loureiro, S.M.C., Kastenholz, E. (2011) Corporate reputation, satisfaction, delight, and loyalty towards rural lodging units in Portugal. International Journal of Hospitality Management, 30(3), 575-583
Mandarić, M., Milićević, S., Sekulić, D. (2017) Traditional values in the function of promotion of Šumadija and Pomoravlje as rural tourism destinations. Ekonomika poljoprivrede, vol. 64, br. 2, str. 787-803
Marković, S., Raspor, S. (2010) Measuring perceived service quality using SERVQUAL: A case study of the Croatian hotel industry. Management, 5(3), 195-209
Milićević, S., Podovac, M., Čavlin, M. (2015) Resources for development of the Rača Municipality as a rural tourism destination. Ekonomika poljoprivrede, vol. 62, br. 3, str. 751-765
Muhi, B. (2010) Ruralni turizam kao faktor revitalizacije sela u Vojvodini - izazovi i pravci razvoja. Ekonomika poljoprivrede, vol. 57, br. 3, str. 475-485
Novaković, S., Perić, G. (2018) The identification of the main factors of the development of rural tourism on Stara Planina Mountain. u: 3rd International Thematic Monograph -Thematic Proceedings: Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 775-786
Palmer, A. (2011) Principles of services marketing. Mcgraw Hill Higher Education
Parasuraman, A., Zeithaml, V.A., Berry, L.L. (1985) A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50
Parasuraman, A., Zeithaml, V.A., Berry, L.L. (1988) Servqual: A multiple-item scale for measuring consumer perception of service quality. Journal of Retailing, 64(1), 12-40
Parasuraman, A., Berry, L.L., Zeithaml, V.A. (1991) Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, vol. 67, br. 4, str. 420-450
Parasuraman, A., Zeithaml, V.A., Berry, L.L. (1994) Reassessment of expectations as a comparison standard in measuring service quality: Implications for further research. Journal of Marketing, 58(1), 111-124
Pavlović, N. (2016) Entrepreneurial idea as a chance for rural tourism development. u: TISC - Tourism International Scientific Conference Vrnjačka Banja, 552-568
Pearson, R.H., Mundform, D.J. (2010) Recommended sample size for conducting exploratory factor analysis on dichotomous data. Journal of Modern Applied Statistical Methods, 9(2), 359-368
Podovac, M., Đorđević, N., Milićević, S. (2019) Rural tourism in the function of life quality improvement of rural population on Goč mountain. Ekonomika poljoprivrede, vol. 66, br. 1, str. 205-220
Rabotić, B. (2013) Selektivni oblici turizma. Beograd: Visoka turistička škola strukovnih studija
Radović, G. (2013) Problemi razvoja ruralnog turizma u Republici Srbiji. Agroekonomika, Vol. 59-60, pp. 114-123
Todorović, M., Bjeljac, Ž. (2007) Osnove razvoja ruralnog turizma u Srbiji. Glasnik Srpskog geografskog društva, vol. 87, br. 1, str. 135-148
Tornjanski, A. (2016) Značaj uslužnog sektora u privredi Srbije. Turističko poslovanje, br. 18, str. 81-90
UNWTO Mater plan održivog razvoja ruralnog turizma u Srbiji. https://futurehospitalityleaders.files.wordpress.com/2012/11/master-planodrzivog-razvoja-ruralnog-turizma-u-srbiji.pdf (16 March 2020)
Veljković, S. (2018) Marketing usluga. Beograd: Centar za izdavačku delatnost Ekonomskog fakulteta