Ekonomika poljoprivrede
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2020, vol. 67, br. 4, str. 1071-1086
Impact of service quality on satisfaction and loyalty of tourists in rural tourism of Šumadija and Western Serbia
(naslov ne postoji na srpskom)
aAcademy of Professional Studies South Serbia, Department of Business Studies, Blace
bUniverzitet u Kragujevcu, Fakultet za hotelijerstvo i turizam, Vrnjačka Banja

e-adresagoran.peric@vpskp.edu.rs, sandradramicanin@hotmail.com, gasicmarko@yahoo.com
Ključne reči: rural tourism; quality; satisfaction; loyalty; Šumadija and Western Serbia
(ne postoji na srpskom)
The issue of rural tourism service quality does not retain a sufficiently important place in the existing domestic and foreign literature. The purpose of this research in service quality, which is an important initiator of tourist satisfaction and loyalty in rural tourism. The survey was conducted at the beginning of 2020 using a questionnaire-based survey method to 299 respondents. With the purpose of checking the impact of the service quality on the satisfaction and loyalty of tourists in rural tourism of Šumadija and Western Serbia, an analysis was performed using SEM-Structural Equation Modeling. The survey results point there is a direct correlation between service quality and satisfaction, and as well between loyalty and satisfaction. Between service quality and loyalty there is not a direct link, but there is a large indirect effect by satisfaction. The implications of this research, limitations and future research recommendations for are outlined.
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O članku

jezik rada: engleski
vrsta rada: izvorni naučni članak
DOI: 10.5937/ekoPolj2004071P
primljen: 06.03.2020.
prihvaćen: 19.11.2020.
objavljen u SCIndeksu: 06.01.2021.
metod recenzije: dvostruko anoniman
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