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Industrija
2019, vol. 47, br. 1, str. 23-42
jezik rada: engleski
vrsta rada: izvorni naučni članak
objavljeno: 16/08/2019
doi: 10.5937/industrija47-20002
Creative Commons License 4.0
Opažajne karakteristike domaće turističke tražnje Srbije
Univerzitet Singidunum, Beograd

e-adresa: dpavlovic@singidunum.ac.rs

Sažetak

Rad je baziran na demografskoj analizi domaćeg turističkog tržišta Srbije korišćenjem (n=302) anketnih uzoraka. Cilj rada je da ukaže na jaz koji se javlja u naučnoj literaturi u vezi sa opažanjima o domaćem turističkom tržištu Srbije uz korišćenje opažajne demografske analize bazirane na polovima, godištu, zanimanju i obrazovanju. Rezultati empirijskog istraživanja ukazuju na razlike u opažanjima domaćih turista o Srbiji kao turističkoj destinaciji. Rezultati ukazuju na pozitivan imidž Srbije kao destinacije domaćeg turizma s tim što je visoko ocenjena gastronomija, kulturno-zabavni život, pejzaži, opuštena atmosfera i gostoprimstvo. Međutim, istraživanje je pokazalo da domaći turisti ne smatraju Srbiju svojim pr izborom za odmor i da nivo obrazovanja ima najjači uticaj na opažanje o Srbiji kao turističkoj destinaciji. Analiza jaza je sprovedena na osnovu 23 promenljive kategorisane prema svesnosti, imidžu, kvalitetu i lojalnosti. Rad otvara mogućnosti za dalja istraživanja u vezi sa domaćim turizmom Srbije i ukazuje na pravac i moguće osnove za unapređenje strategija za razvoj, investiranje i marketing.

Ključne reči

analiza jaza; domaće turističko tržište; demografska analiza; Srbija

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