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Linking Tourism Service Quality Measurement and Qualitative Marketing Research

Author(s): Ines Djokic,Nikola Milicevic,Nenad Djokic / Language(s): English Publication Year: 0

Generally, increasing service quality leads to more satisfied and loyal service customers. The instruments for measuring service quality are developed and implemented in many service industries, including tourism. However, using such instruments for assessing tourism service quality considers conducting quantitative marketing research which requires significant resources and cannot be performed constantly. On the other hand, the best way to capture all the aspects of tourism service quality is to use those instruments. The authors of this paper consider the possibility of using qualitative marketing research and available data about tourists’ reviews as a manner for monitoring tourism service quality constantly. They propose the approach in which tourists’ reviews are analysed within the qualitative marketing research framework by using quantitative tourism service quality instruments’ items and/or dimensions for coding. The demonstration of such an approach is presented followed by a managerial implications discussion.

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Marketing Communication as a Support to Modern Tourism Business

Author(s): Branko Mihailović,Vesna Ž. Popović / Language(s): English Publication Year: 0

The marketing concept in the tourism business requires a good knowledge of the market (all its segments), which implies a continuous analysis and planning approach. In this way, preconditions are created to successfully deliver the service to end consumers, which ensures the basic role of the company in the market, and that is, through the provision of appropriate service quality to consumers and their satisfaction, to achieve the basic interest of the company as a collective - profit. This paper investigates the possibilities and scope of effective marketing communication, which in modern conditions represents significant support to the tourism business. The role of marketing communication should be viewed in the context of the expansion of tourism, especially in the second half of the twentieth century. Marketing communication in tourism has the task of enabling a more efficient exchange between tourist demand and supply.

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Urban Culture in Pandemic Era: Opportunities for Using Virtual Marketing Tools in Local Tourism

Author(s): Jana Pecníková,Daniela Mališová,Kristyna Moškorova / Language(s): English Publication Year: 0

Today, cities and communities face the challenge of how to maintain urban culture and develop the social and cultural capital of individuals, despite the ongoing COVID-19 pandemic. The answer lies in the intersection between Industry 4.0 and marketing tools that can effectively mediate a cultural experience or cultural service in a virtual space. The chapter aims to point out the use of modern marketing tools in local tourism during the COVID-19 pandemic. The main method of the paper is a case study, carried out on selected examples of cultural institutions in Ostrava, Czech Republic. The obtained results show that even after the COVID-19 pandemic, new marketing tools will gain a permanent place in the provision of cultural services and thus also in tourism. This will make urban culture more accessible, open and transparent. At the same time, we assume that thanks to the application of virtual tools, the age limit for the target group of consumers of cultural services will be shifted from the older productive class to young people up to 30 years of age.

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The Impact of Digital Marketing on Health Tourism in the Western Balkans during the COVID-19 Pandemic

Author(s): Bojana Ostojić,Miodrag Bogdanović,Jelena Ružić / Language(s): English Publication Year: 0

Health tourism is the fastest growing healthcare industry worldwide and it refers to patients traveling to other developed or developing countries to improve or renew individual medical interventions. The growth of health tourism can also be seen as a chance for innovation and growth in developing countries. With this type of tourism as an export-growing strategy, many socio-economic problems can be solved that developing countries with traditional industries are faced. The Covid-19 pandemic has changed the current views on the ways of doing business, as well as on tourism, which is becoming the industry that has suffered the most damage. In that sense, regional cooperation could be of saving importance for the tourism of Western Balkans countries after the pandemic of the Covid-19 and especially health tourism.

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MICE Tourism in the Pre-COVID-19 Era: Key Determinants of Academic Conference Attendees’ Satisfaction

Author(s): Vuk Bevanda,Nevena Bevanda / Language(s): English Publication Year: 0

One of the new trends in the world tourism economy is the large and rapid growth of congress tourism. Congress tourism includes various types of meetings - congresses, conferences, incentive trips, events and manifestations. The congress-tourist offer consists of two components - congress and tourist, so in that sense, it is divided into a working part and part for rest and leisure. This study aims to examine the key determinants of academic conference attendees’ satisfaction. Primary data were collected by the survey method. Descriptive statistics, correlation, simple and multiple regression were used in the study for data analysis. The results of the research highlight a key determinant that has a statistically significant impact on satisfaction: the experience of participants. Identification of key determinants of academic conference attendees’ satisfaction is essential for organizers of academic conferences and tourism organizations in the destination of the conference because in this way they gain opportunities to improve future business relationships with clients and business performance.

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Destination Branding and Cultural Tourism – Case from Serbia

Author(s): Ivana Domazet,Maša Vukanović / Language(s): English Publication Year: 0

Destination branding is icing on the cake of the process of destination-making. This process raises the issues such as attitudes of the local community towards tourism development, regarding utilization of their natural and cultural resources, cooperation of national and local decision-makers, and identification of attractions. Such issues are most noticeable in cultural tourism in which tourists choose their destination motivated by an interest to meet the city’s local culture. As the new museology paradigm shifted focus onto visitors’ experience, museums, guardians and presenters of (local) heritage have become brands of their kind. In their work, they meet the local community’s needs to know better and adequately present their culture and heritage and the needs of tourists to meet local particularities. This paper focused on two towns in Serbia, Valjevo and Kikinda, where museums took a leading role in branding cities as cultural tourism destinations.

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Film Industry in the Function of Destination Branding

Author(s): Dejan Dašić,Gruja Kostadinović / Language(s): English Publication Year: 0

The subject of this paper is the influence of the film industry on destination branding, where we imply the creation of a positive image and economic aspect. The paper points out the growing influence of the film industry as an attractive marketing tool, which increases the recognizability and image of the destination, which results in a significant increase in the number of tourists. Film tourism offers destinations the opportunity to generate significant incremental revenues, tourist visits and economic development, thriving where traditional marketing efforts cannot or yield poor results.

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Online Tools for Tourism Recovery – IT Perspectives, Legal, Economic and Management Aspects

Author(s): Žaklina Spalević,Miloš Ilić / Language(s): English Publication Year: 0

The problem we addressed in the paper included an analysis of the state of the tourism sector during the two years of the COVID-19 pandemic. In addition to international tourism, one of the main goals was the economic analysis of tourism in the Republic of Serbia. The COVID-19 pandemic changed the everyday life and work of people and disturbed the order in almost all economic branches, so tourism was not spared either. In addition to the economic analysis of today’s tourism sector, the paper provides an analysis of the use of available online tools in order to better position in the market and better visibility of the tourist offer to potential tourists. By using the available online tools, the contact between the interested tourist and the hotelier of a certain area is realized much faster. Their application is especially important for small rural households and tourist places that base their offer on untouched nature.

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Performance Evaluation of Tourist Destinations: The Case of Vlora Region

Author(s): Xhiliola Agaraj (Shehu),Enida Pulaj (Brakaj) / Language(s): English Publication Year: 0

Management of tourist destinations oriented towards sustainable development is necessary for a competitive international market. The importance of the authorities responsible for the management of tourist destinations, the coordination of activities, and the orientation of interest groups in the design and implementation of policies towards a common goal are in focus today. Given the role, responsibilities, and importance of the authorities responsible for the management of tourist destination management, the need to evaluate their performance in terms of the management and marketing initiatives of the tourist destination is evident. The purpose of this research is to evaluate the performance of the responsible authorities regarding the performance evaluation indicators. The research methodology is based on the collection of secondary data on the performance indicators, which belong to the last few years. The secondary data collected for each indicator served to complete the questionnaire that evaluates the trend of the performance indicators of the local, regional, and national authorities responsible for the management of the tourist destination. This research provides an understanding of the performance evaluation of the responsible authorities in tourist destination management as well as the importance of evaluating performance indicators in the sustainable manage¬ment of tourist destinations and taking appropriate measures related to their improvement.

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Promoting Gastronomy Tourism in Croatia: Comparing Food and Wine Experiences

Author(s): Matea Hanžek,Gordi Sušić / Language(s): English Publication Year: 0

At a time when tourism destinations are looking at prospects to expand their offering, it is of significant importance to echo on opportunities these offer for gastronomy tourism development. This paper provides an overview of gastronomy and tourism as an attraction for tourism, beforehand moving on to the case of Croatia, whose geographical position in the Southeast of Europe made it one of the ideal locations for gastronomy tourism developments. In attempting to at least partially answer the question of whether Croatia is portrayed and perceived as a destination with a rich gastronomy tourism offering, this research relies on content and semiotic analysis of the official Croatian National Tourist Board website in order to shed light on the modes in which representations of gastronomy tourism are included in the current tourism campaign. The research concludes with reflections on the overall importance of gastronomy tourism for the development of Croatia as an alluring gastronomy destination and highlights the role meaningful inclusions of representations of gastronomy tourism can play in contributing to strategically desirable shifts in the country’s overall destination image.

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Gastronomy Tourism Experiences: A Review and Future Research Agenda

Author(s): Marina Laškarin Ažić,Dora Rašan,Krešimir Mikinac / Language(s): English Publication Year: 0

This research aims to analyse an extended body of literature on gastronomy tourism experiences (GTEs) and propose a future research agenda. To achieve this purpose, a literature review was conducted. The review results imply that research in this field had a peak moment before COVID-19, specifically in 2018 and 2019, in North America and Asia. During this period, scholars predominantly applied quantitative methods, focusing on keywords such as service quality, satisfaction, memory, and behavioral intentions to study GTEs. This review suggests new directions for future research in the field of GTE. In particular, researchers should focus on exploring adaptive strategies to external shocks, value for money, the impact of AI on multisensory experiences, and enhancing authenticity through collaboration with local communities.

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Adventure Tourism Experience – A Systematic Literature Review

Author(s): Vedran Zubović / Language(s): English Publication Year: 0

The adventure tourism experience is a growing area of scholars’ research. This conceptual article thoroughly examines the fundamental concepts involved in the definition of Adventure Tourism, highlighting SERVQUAL dimensions (reliability, assurance, tangibles, empathy, and responsiveness) which can be applied to measure service quality in the adventure tourism experience. Publications from the Scopus and WoS databases, through the combination of complementary approaches of literature review and content analysis, revealed that Quality of Experience, Customer Satisfaction, Likelihood to Recommend and Intention to Revisit are theoretical dimensions that classify adventure tourism service quality through attributes of Physiological and Psychological Experience, Safety Management, Equipment Quality and Staff Competence.

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Conceptualizing Wine Festival Visitor Experience

Author(s): Srđan Mitrović,Josipa Forjan / Language(s): English Publication Year: 0

Festivals attract visitors outside of the tourist season and to destinations they would not otherwise visit because they provide memorable experiences based on visitor’s special interests. Wine festivals combine elements of wine and festival tourism and are a perfect opportunity to create unique experiences. Experience economy suggests that decisions on purchases (or travel) are made with a combination of rational (cognitive) and irrational (emotional) elements which are subjective and context-specific. The purpose of this research is to conceptualize a theoretical framework that explains the experience of wine festival visitors through its dimensions, ancendents and consequences. Results show that the wine festival experience is a multidimensional construct and a result of visitors’ interactions with the festival environment and is dependent on visitor’s motivations and involvement with wine. The proposed conceptual framework builds on existing knowledge, broadens the scope of experience dimensions and provides a framework for empirical examination of wine festival experiences.

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Understanding the Dynamics and Impact of Dark Tourism

Author(s): Anton Vorina,Tinkara Pokorny,Tina Vorina,Tamara Klicek / Language(s): English Publication Year: 0

Purpose: This article explores the growing trend of dark tourism by investigating its underlying motivations and potential future directions. Through a comprehensive analysis, it uncovers the increasing popularity of this niche among diverse generations, shedding light on how destinations marked by tumultuous histories captivate tourists seeking to engage with the past. Aim: Our research focuses on three key areas: defining the core concept of dark tourism, evaluating its potential as a transformative force in the tourism industry, and crafting an idealized profile of a dark tourist. Methodology: This study employs a comprehensive literature review using sources from 2020 to 2023, accessed through Google Scholar and other academic databases. A total of 25 sources were consulted to ensure a thorough understanding of the topic. Ethical Issues: The ethical considerations of dark tourism include the desensitization and trivialization of historical tragedies, the potential exploitation and over-commercialization of sensitive sites, and the importance of maintaining the authenticity and integrity of dark destinations. Findings: The results provide a comprehensive overview of dark tourism and its potential impact on the future of the tourism industry. Recommendations are offered on how destinations can responsibly attract and cater to dark tourists, ensuring that their visits are both meaningful and respectful of the historical contexts.

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Digital Reconstruction of Organizational Culture: Montenegrinian Tourism Entities Summary

Author(s): Žarko Rađenović,Olivera Vlahović,Mileva Manojlović / Language(s): English Publication Year: 0

One of the most important steps in raising the effectiveness of an organization’s operations is the digitalization of its culture and the development of a digital environment for its company. At all organizational levels, tourism entities should undertake the process of adopting information systems and match them to the type of organizational culture. Therefore, the purpose of this work is to determine if organizational culture and its digital reconstruction and transformation in Montenegrin tourist entities, especially hotels, have a beneficial conjunction over five years. The anticipated findings, which were obtained at more than 100 hotels using the OCAI (Organizational Culture Assessment Instrument) questionnaire and a few digital variables, should demonstrate that the organization has advanced considerably since going digital and that Clan’s organizational culture is now the most prevalent.

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Taking Advantage of Using 3D Virtual Reality in Tourism: Case of Berati Ethnographic Museum

Author(s): Sokol Shurdhi,Gazmend Zeneli / Language(s): English Publication Year: 0

Berat is one of the most beautiful places in Albania, attracting thousands of tourists. The Ethnographic Museum, a former traditional house, today reassessed as a city museum represents one of the main attractions. The surrounding urban context in the proximity of the building presents some analogies with the organic structure of the historic quarters. Virtual travel is an innovative form of tourism where users can experience a place by being actively and meaningfully engaged with the history, people, culture, artefacts and environment of a specific historical period. Our goal was to create a user-friendly platform that empowers users with easy access to a vast range of cultural resources, thereby enhancing their overall experience. The proposed virtual tour is going to be a step forward in the museum sector because it will offer users a different experience based on interactivity thanks to 3D Virtual Reality.

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Examining the Attitudes of the Local Population about Tourism Impacts on Rural Precincts of Serbia

Author(s): Milena Podovac,Romina Alkier Radnić / Language(s): English Publication Year: 0

Considering that the rural precincts of Serbia are recognized as an exceptional potential for tourism development, it is necessary to examine the impact of this economic activity on the local population and their quality of life. For that reason, an empirical study was conducted on a sample of 347 participants, who live in rural precincts of Serbia. Based on the theoretical analysis, the statements were defined, which are related to economic, environmental, socio-cultural, and physical tourism impacts. The existence of significant differences in the attitudes of the local population regarding their characteristics has also been analyzed. The research results indicated that the rural residents in Serbia have positive attitudes towards tourism development. The key conclusion was that education partially influences the attitudes of the local population about tourism impacts on rural precincts of Serbia. The findings also enable the identification of research limitations and the guidelines for further research.

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A Comprehensive Analysis of Online Reviews in the Srem Region through Topic Modeling

Author(s): Olivera Grljević,Mirjana Maričić / Language(s): English Publication Year: 0

This chapter employs topic modeling to reveal the public stance and perception of tourist destinations in the Srem region, providing insights into their diverse appeal and variety of tourist profiles. Social media is the touch point with visitors of tourist attractions and consumers of tourist services. The collection of online reviews of tourist attractions in the Srem region is populated and used for modeling the hidden thematic structures. The authors identified an optimal model with 14 distinct topics through extensive experimentation, centered around nature, relaxation, shrines, and museum history. The topics indicate various tourist profiles active, gastronomic, leisure-seeking, history-loving, and family-oriented tourists. Knowing about the audience is valuable for targeted marketing strategies. The authors extracted and analyzed subsets of reviews related to Monasteries, Museums, Nature, and Nature Reserves indicating specific preferences of tourists within these categories, such as historical relevance of museums, use of modern technologies in exhibitions, or children-friendly content in nature reserves, and improvement areas, such as condition of roads, control of forest cutting, or garbage disposal management. This research offers clearly defined methodological steps and valuable insights for marketing and tourism development in the Srem region.

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Teaching Tourism Marketing in the Post-covid Era: Evaluating the Virtual Adoption Project

Author(s): Brigitta Pecsek / Language(s): English Publication Year: 0

This paper analyses a project called Virtual Adoption, initiated by the Department of Tourism at the Eszterházy Károly Catholic University, Hungary with the aim of offering students to work closely with local SMEs during the COVID-19 pandemic. Marketing students follow a practice-oriented curriculum, however, in that case, they could test their knowledge in real-life situations. The hypothesis was that gathering real-life professional experience during critical times could have a multitude of benefits ranging from course commitment to obtaining better grades. This research combined class observation with a short student survey. It was found that participating students were more committed to the course, gained better marks and the dropout rate decreased to zero. The results of the survey pointed out that the benefit of gaining first-hand experience came on top when asked about motivation and experience related to the project. The findings are in line with the arguments of educational scholars calling for more cooperation between education and industry.

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Comparative Analysis of Tourism Safety and Security Indicators – Bulgaria and Neighbouring Countries

Author(s): Petya Ivanova / Language(s): English Publication Year: 0

This research aims to study, analyze and evaluate the degree of security and safety of the following destinations: Bulgaria, Serbia, Romania, North Macedonia and Turkey. The methodology includes a combination of research methods such as desk research, content analysis, comparative method, etc. The analytical part is based on publicly available, officially published data of established methodology of the World Economic Forum. The conclusions are mainly in two directions: first, indicators according to which Bulgaria is in strong and weak positions compared to neighbouring countries, and second, the positions of the studied countries in the interrelationship of the travel and tourism development index – security and safety. The originality of this chapter lies in the comparison between the countries and delineating the similarities in the region and the differences of the individual countries as safe destinations. It can be used for future analyses of the quality of the destination tourism supply. This chapter can influence and encourage other future comparisons ranging from the assessment of regional differences in various aspects of tourism development to the multifaceted perspectives of ensuring security and safety.

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