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- posete u poslednjih 30 dana:21
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2017, vol. 14, br. 1, str. 47-62
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Analiza polnih razlika u donošenju odluka o izboru destinacije - studija slučaja - ostrvo Zakintos
Analysis of gender differences in destination decision-making: The case study of Zakynthos Island
Projekat: Transformacije geoprostora Srbije - prošlost, savremeni problemi i predlozi rešenja (MPNTR - 176020)
Ključne reči: turistički potrošači; turističke potrebe i motivi; turističko ponašanje; donošenje odluka; Zakintos
Sažetak
Proces turističkog odlučivanja je pod uticajem velikog broja spoljnih i unutrašnjih faktora, a može se tumačiti samo pomoću multidisciplinarnih teorija i tehnika u istraživanjima. Glavni cilj analize ponašanja turista je razumevanje motiva i razloga za donošenje odluka potrošača tokom izbora turističke destinacije. Upoznavanjem sa potencijalnim i postojećim klijentima, turističke kompanije mogu prilagoditi karakteristike svojih proizvoda. Veće zadovoljstvo kupaca znači i bolje finansijske rezultate. Istraživanje je sprovedeno u leto 2013. godine, kroz strukturiran upitnik sa 28 pitanja. Uzorak se sastoji od 100 turista, koji su posetili grčko ostrvo Zakintos preko turističke agencije Rapsody travel, turoperatora iz Beograda, glavnog grada Srbije. Cilj ovog istraživanja je da se utvrde potrebe i motivi u procesu selekcije destinacije od strane turista, koji su posetili Zakintos, kao i poređenje između muškaraca i žena. Podaci su obrađeni sa IBM SPSS 19.0. softverskim paketom za statistička istraživanja, kroz hi-kvadrat statistički test. Rezultati studije pokazali su da postoje statistički značajne razlike samo po pitanju kategorija odlučivanja o turističkoj destinaciji i izražavanju zadovoljstva i nezadovoljstva.
Abstract
The process of tourist decision-making is heavily influenced by a number of external and internal factors, and can be interpreted only by using multidisciplinary theories and techniques in researches. The main goal of tourist s behavior analysis is to understand the motives and reasons of customer decisions during their choice of tourist destination. By getting to know the potential and existing customers, tourism companies can adjust the characteristics of their products. Higher customer satisfaction also means better the financial results. The research was conducted in the summer of 2013, through a structured questionnaire with 28 questions. The sample consists of 100 tourists, who visited the Greek island of Zakynthos as the customers of Rhapsody travel, tour operator from Belgrade, Serbia. The aim of this research is to determine the needs and motivation in the process of destination selection of tourists, who visited Zakynthos, and their comparison between genders. Data was processed with the IBM SPSS 19.0. software package for statistical research, through the Chi-Square statistical test. Results of the study showed that there are statistically significant differences only at the question categories of destination decision-making and expressing satisfaction and dissatisfaction.
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