Due to its numerous health benefits, fish consumption should be strongly encouraged. Fish consumption, however, is a complex phenomenon influenced by various factors. The aim of this research is to ...examine the influence of knowledge, product information, and satisfaction with product attributes on fish consumption in a nationally representative sample of people responsible for food purchasing within households in Croatia (n = 977) and Italy (n = 967). Fish consumption was well predicted (R2 = 15%) by the proposed structural model, using the partial least squares structural equation modelling method (PLS-SEM). The obtained results confirm that subjective knowledge (β = 0.277, p < 0.001) and satisfaction with product attributes (β = 0.197, p < 0.001) are predictors of fish consumption. Subjective knowledge was influenced by product information (β = 0.161, p < 0.001), as well as by satisfaction with product attributes (β = 0.282, p < 0.001), while objective knowledge had an influence on product information (β = 0.194, p < 0.001). Although satisfaction with product attributes was the strongest predictor of subjective knowledge in both countries (βCRO = 0.244, βIT = 0.398), it had a greater effect among Italians (p = 0.001), while the impact of product information (βCRO = 0.210, βIT = 0.086) was more pronounced among Croatians (p = 0.010). Since the mediating role of subjective knowledge in all models was confirmed, action focused on enhancing subjective knowledge should be taken to increase fish consumption.
Purpose – Today's tourists are increasingly looking for an active, healthy and meaningful way to spend their time at a destination. The purpose of this study, therefore, is to determine the key ...dimensions of memorable tourism experiences (MTEs) that influence tourists' satisfaction with the vacation experience motivated by the beauty of nature and landscape, as well as the impact of satisfaction with vacation experience on behavioural intentions. Design – Using a structured questionnaire on pencil and paper, data were collected from a sample of 334 travellers who were citizens of the Republic of Croatia and whose primary motive for travel was to visit a natural attraction. Methodology/approach – The questionnaire adopted previously validated scales and was used to explore MTEs, satisfaction with the vacation experience and behavioural intentions. The hypotheses were empirically tested using partial least square structural equation modelling. Findings – The results show that not all MTE dimensions influence satisfaction with the vacation experience among tourists whose primary travel motive was the beauty of nature and landscape. Hedonism, refreshment, and involvement as MTE dimensions had a statistically significant influence on satisfaction with the vacation experience. In addition, satisfaction with the vacation experience had a statistically significant influence on several behavioural intentions, with the strongest influence on intention to recommend. Originality of the research – Tourists in nature-based destinations were found to exhibit specific behaviours, as not all MTE dimensions contribute equally to satisfaction with the vacation experience. This study extends the body of knowledge on tourism experience theory by empirically testing its premises on tourists motivated by the beauty of nature and landscape.
Purpose: The purpose of this paper is to demonstrate the process of designing the measurement instrument that captures attitudes and perceptions of manifest forms of sustainable marketing in higher ...education in order to gain an insight into the way of how each selected group of higher education stakeholders perceive and understand the concept and the meaning of sustainable marketing.
Methodology: In order to gain new knowledge, primary research was conducted on a purposive sampling of experts, where 104 valid and complete answers from selected stakeholders related to higher education were received. Quantitative analysis of the collected data was then applied, using descriptive statistics methods and procedures for determining the instrument’s dimensionality, validity and reliability.
Results: After the exploratory factor analysis, the multidimensional structure of the proposed measurement instrument of sustainable marketing in higher education was determined, which meets all the given scale validity criteria.
Conclusion: This research has formed a valid measurement instrument of sustainable marketing in higher education of statistical and theoretical significance, which can be used for further research, development and validation.
Potrošačke navike domaćih turista u Hrvatskoj Lončarić, Dina; Dlačić, Jasmina; Prodan, Marina Perišić
Ekonomski pregled,
01/2023, Volume:
74, Issue:
2
Journal Article, Magazine Article, Web Resource
Open access
Gospodarstvo Republike Hrvatske uvelike ovisi o turizmu. Aktualna kriza na globalnom turističkom tržištu izazvana pandemijom Covid-19 ukazala je na značaj domaćeg tržišta za opstanak turizma i ...hrvatskog gospodarstva u cjelini. Stoga je svrha ovoga rada utvrditi potrošačke navike domaćih turista s naglaskom na obilježja putovanja, motivaciju i namjere ponašanja te sukreiranje turističkog iskustva, kako bi se bolje spoznali obrasci njihova ponašanja. Rad se temelji na empirijskom istraživanju provedenom na uzorku domaćih turista. Utvrđeno je da većina samostalno organizira svoje putovanje, te da im je najvažniji izvor informacija internet. Najčešći razlozi za odlazak na putovanje su odmor i relaksacija, zabava i nova iskustva. Primjenom klaster analize identificirana su tri segmenta domaćih turista (Mladi, Parovi i Obitelji s djecom), te su utvrđene razlike među njima u pogledu obilježja putovanja, motivacije za putovanje, namjera ponašanja, razine uključenosti turista u pripremu putovanja i stupnja sukreiranja turističkog iskustva. Rad doprinosi razumijevanju motiva i obrazaca ponašanja domaćih turista, a rezultati istraživanja mogu poslužiti marketinškim menadžerima u putničkim agencijama i turističkim destinacijama kako bi bolje odgovorili na zahtjeve domaćih turista.
The economy of the Republic of Croatia is dependent on the tourism industry. The current crisis in the global tourism market, caused by the Covid 19 pandemic, has highlighted the importance of the domestic market for the survival of tourism and the Croatian economy as a whole. Therefore, the purpose of this paper is to determine the consumer habits of domestic tourists, focusing on the characteristics of travel, motivation and behavioural intentions and co-creation of the tourist experience to better understand the behaviour of tourists. The paper is based on an empirical study conducted on a sample of domestic tourists. The research results show that the majority of tourists organize their own travel and that the main source of information for them is the Internet. The most common reasons for traveling are rest and relaxation, fun and new experiences. Using cluster analysis, three segments of domestic tourists were identified (Youth, Couples and Families with Children), and differences were found among them in terms of travel characteristics, travel motivation, behavioural intentions, degree of tourists' involvement in travel preparation, and degree of co-creation of the tourist experience. The paper contributes to the understanding of motives and behavioural patterns of domestic tourists. The research findings can be used by marketing managers in travel agencies and tourist destinations to better address the needs of domestic tourists.
Purpose - The main aim of this case study is to explain the digital marketing strategy for different target segments of Accor Hotels, the most diversified hotel player. Design - We present a business ...case study about Accor Hotels, together with teaching notes that teachers will be able to use in the classroom. Methodology - The business case study methodological approach, using secondary data from a variety of valuable sources, was applied to present the success story of the digital marketing strategy of Accor Hotels. The case study consists of the Opening paragraph, Introduction, Hospitality industry players, About Accor Hotels, Customer journey in the hospitality industry, Digital marketing strategy for Accor Hotels, Conclusion and Teaching notes. Approach - Authors are focusing on a case study example to present best practices from the hospitality indstry in the era of digitalization. Findings - The major input for developing the right digital marketing strategy is understanding the stages of the digital customer journey. The case study present the hotels' current (loyal) and potential clients as well as hotel marketing strategies. Marketing strategies include changes in the hotel portfolio offering, different pricing levels, communication and content marketing strategy, and partnership deals with all players in the hospitality industry. This case study is interesting for both the academia and industry experts. Originality of the research - We explain how hotel managers define client value proposition for Accor Hotels, with a better understanding of modern trends in the hospitality industry: digitalization, personalization, innovative business models and faster response to client needs. This case study is intended for teaching in Digital Marketing or Hospitality Management courses for masters or undergraduate students.
Today’s increased demand and consumption of fish would be impossible to ensure without aquaculture. Farmed fish, however, is often considered inferior among consumers in comparison to its wild ...counterparts. The aim of this study was to profile Croatian fishery consumers based on their intention to consume farmed fish. The participants in this study were a nationally representative sample of people responsible for food purchasing within the household (n = 977), whose responses were collected by the CAWI (computer-aided web interviewing) method. Four clusters were identified and described: farmed fish enthusiasts (21.1%), farmed fish supporters (17.4%), indifferents (44.7%), and farmed fish sceptics (16.8%). Results showed that consumer segments differed significantly with respect to age, income, employment status, living region, and physical activity. Furthermore, intention to consume farmed fish is related to fish consumption in general (those with higher intention are more frequent fish consumers). Interestingly, prejudices against farmed fish are present in all clusters; however, these prejudices are more pronounced among those with the weakest intention to consume farmed fish. Differences between clusters were observed also in respect to product information and preferences, knowledge about fish, places of usual purchase, and source of information about fishery products. The obtained results could be used in designing marketing strategies to promote farmed fish consumption.
The purpose – Service quality and customer satisfaction have been extensively researched in the profit sector, but are also important in the non-profit sector. Specialty hospitals and health spas ...operate in the non-profit sector in Croatia, but some of them try to provide a part of their services to the health tourism market. Hospitals that work in the non-profit sector and especially those that see their future in the health tourism market need to pay attention to service quality and customer satisfaction. Although specialty hospitals are a vital segment of the Croatian health system, there has not been enough research regarding service quality and customer satisfaction measurement in that sector. Therefore, the purpose of this study is to assess the impact of service quality on customer satisfaction in the healthcare sector. Design/methodology – Empirical research is used to determine patients’ perceptions and expectations of service quality in one specialty hospital for medical rehabilitation. SERVQUAL instrument was used to measure the service quality. The SERVQUAL questionnaire included an expectations and perceptions section, each consisting of 34 statements. In addition, the questionnaire contained an extra section relating to demographics and an overall question on the impression of quality of the service provided. One hundred and four (104) satisfactorily completed questionnaires were collected. Findings – The analysis revealed that patients perceived a rather satisfactory level of health care quality across all SERVQUAL dimensions. Patients who perceived a higher level of service quality show greater satisfaction with the services, as well as a higher level of loyalty to the hospital which provides medical services. Research results indicate the multidimensionality of the concept and the existence of a gap between patients' expectations and the perceptions of service quality. Finally, despite the criticism of the SERVQUAL instrument, this study confirms the usefulness of the SERVQUAL model in terms of its reliability and validity for measuring quality in the health care sector. Originality of the research – This paper sheds light on a poorly researched field in the Croatian context. The specific environment in which the research was done demanded the implementation of a modified SERVQUAL model which was broadened with the items referring to sports, recreation and amusement activities. Theoretical contribution of this paper is reflected in testing the dimensionality and reliability of the modified SERVQUAL instrument for measuring service quality in a specialty hospital. It was found that the modified model has four dimensions. The ‘Output quality’ dimension, which refers to the services outside the sphere of medical services, has the greatest impact on the patients’ satisfaction. The practical contribution of the paper is manifested as an encouragement for managers in specialty hospitals to devote greater attention to service quality and customer satisfaction measurement, especially when their goal is to enter the health tourism market. It provides directions for hospital managers to develop strategies which will meet patients’ expectations of service quality and increase their competitiveness in the health tourism market.
There are various motives for visiting a festival or an event. Motivations explain why people behave in a certain way and are therefore of particular interest in the context of meeting consumer ...expectations and needs. In this paper, the authors investigate the motives for attending two increasingly popular Christmas Markets in Croatia. The study compares the demographic structure of visitors, their travel behaviour and motivation for visiting the two markets and determines the level of their satisfaction and intentions for future behaviour. The overall aim is to identify visitors’ needs and help destination managers organise activities that appeal to the target market. To this end, the authors have conducted desk and field research. Empirical research was conducted on the samples of Christmas Market visitors in Zagreb and Karlovac. The samples were selected using the convenience sampling method. Data analysis was performed using descriptive, inferential and multivariate statistics. The results of the research show that the travel behaviour of visitors and their motives for coming to the Christmas Markets differ, as well as their satisfaction level and loyalty. However, for both fairs a strong link was found between the visitors’ satisfaction with the visits and their intentions to revisit the two markets, recommend them, and share their experiences. This study makes a small contribution to the field of consumer behaviour by enhancing our understanding of the motivations for visiting different tourist events. The findings of this study may benefit festival and event managers by helping them deliver relevant customer experiences.
Purpose - Service is a vital aspect of the hospitality industry. Excellent service influences a guest's decision to return to the hotel. Support and cooperation among hotel employees are key factors ...in improving service quality. Hotels with employees who demonstrate behaviours or cooperative behaviours that are not formally required by the organization (Fassina et al. 2008) are more prone to providing high-quality service and customer satisfaction than those who do not possess these attributes (Tang &Tang, 2012; Wang & Wong, 2011; Podsakoff et al., 2009; Bell & Menguc, 2002). Internal market orientation is the best approach to motivating, educating and coordinating internal customers (employees) to ensure the satisfaction of everyone in the hotel. This study aims:a) to present a literature review of internal market orientation and organizational citizenship behaviour in the hospitality industry and b) define the relationship between internal market orientation and organizational citizenship behaviour as antecedents of internal service quality in the hospitality industry. Methodology - The desk research method was applied for gathering data for this study. The existing literature on internal market orientation management, organizational citizenship behaviour, and internal service quality was utilized. Content analysis was used to present the development of, and depict the current standpoints regarding, these concepts. Findings - The findings suggest that internal marketing orientation and organizational citizenship behaviour are crucial for managing employees in the hospitality industry and providing excellent services. Originality of the research - The present study provides a useful review of the appropriate literature related to internal market orientation and organizational citizenship behaviour in the hospitality industry and their relationships. Research limitations/implications -The results of this study offer valuable guidelines for hotel managers to improve internal service quality. Furthermore the study provides good theoretical background for empirical research. Since it is focused specifically on the hospitality industry, future research could be done on other industries.
Fish is an essential component of a balanced and healthy diet and the present demand for fish cannot be sustained by capture fisheries. Consequently, aquaculture is currently the fastest growing food ...production industry in the world, contributing to more than half of the global fish production intended for human consumption. Although the image of aquaculture is not necessarily negative per se, consumers around the world still have a greater preference for wild fish. Therefore, the aim of this review is to critically evaluate some of the factors which may affect consumer preferences: socio-demographic characteristics of consumers, quality and safety perception of products from aquaculture, price of aquaculture products and socio-economic aspects of aquaculture, and concerns about the negative impact of aquaculture on the environment and about the sustainability of the production method. A literature review confirmed that age is the most influential sociodemographic variable. Being younger, female or having higher income and a higher education level can result in greater preference for aquaculture products. The image of farmed fish suffers from a perception of lower quality in terms of taste, health and nutritional value and, in some cases, even from low safety perceptions. On the other hand, farmed fish is believed to have lower prices and greater availability. Additionally, economic benefits are one of the main advantages of aquaculture. Mixed results emerge, however, with regard to the environmental impact of aquaculture, but sustainable production may compensate for possible environmental concerns and drive preference for farmed fish. Depending on how consumers weigh up the advantages and disadvantages of both aquaculture and its products, this will result in a preference for wild or farmed fis
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