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2021, vol. 9, br. 1, str. 27-42
Uticaj kulturalne inteligencije i nasleđa na izbor inostranih turističkih destinacija
Univerzitet u Kragujevcu, Ekonomski fakultet

e-adresaszdravkovic034@yahoo.com
Ključne reči: kulturalna inteligencija; kulturno nasleđe; inostrane turističke destinacije
Sažetak
Usled procesa globalizacije, putovanja su postala znatno pristupačnija, tako da turisti imaju moguđnost da posete inostrane, a čak i neke egzotične destinacije. Istraživanje tržišta pomaže turističkim agencijama prilikom formulisanja marketing strategije, koja treba da privuče turiste i da obezbedi njihovu satisfakciju, što u krajnjoj instanci omogušava profit pružaocu usluge. Svrha i cilj istraživanja je da se utvrdi da li kulturalna inteligencija kao push faktor koji podrazumeva želju turista da nauče strani jezik, upoznaju druge kulture i njihove sisteme vrednosti i kulturno nasleđe kao pull faktor koji podrazumeva obilazak građevina, kulturnih spomenika drugih zemalja, ostvaruju uticaj na izbor inostranih turističkih destinacija. Takođe, u istraživanju se ispituje da li je uticaj navedenih varijabli sa aspekta demografske karakteristike starost izraženiji kod ispitanika koji pripadaju generaciji Z u odnosu na ispitanike koji pripadaju generaciji X. Uzorak obuhvata 208 ispitanika iz Republike Srbije. Nakon statistićke obrade podataka, dobijeni rezultati pokazuju da varijable ostvaruju statistički značajan pozitivan uticaj na izbor inostranih turističkih destinacija, kao i da je njihov uticaj izraženiji kod ispitanika koji pripadaju generaciji Z u odnosu na ispitanike koji pripadaju generaciji X, tako da istraživanje pruža korisne informacije marketarima i turističkim agencijama.
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O članku

jezik rada: engleski
vrsta rada: izvorni naučni članak
DOI: 10.5937/menhottur2101027Z
primljen: 03.02.2021.
revidiran: 07.03.2021.
prihvaćen: 23.05.2021.
objavljen u SCIndeksu: 29.06.2021.