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.
The purpose of this paper is to explain the role of market mavens in the tourist sector and to explore the importance of tourist experience co-creation in increasing loyalty to service providers. A ...survey was conducted on a sample of 425 Croatian residents who had travelled at least once in the year before the study. Two hypotheses were set and empirically tested by partial least square structural equation modelling (PLS-SEM). This research confirms that market mavens are inclined to share tourist experiences and to engage in tourist experience co-creation. It also shows that if market mavens are co-creating tourist experience with travel professionals they are more likely to continue to collaborate with the same service provider, hence, demonstrating loyalty. This paper contributes to knowledge of consumer behaviour in tourism by emphasising the role of market mavens in co-creating tourist experience. The scientific contribution is found in testing the influence of market mavens on co-creating tourist experience and loyalty to service providers. The paper also explains the implications for service providers in tourism. Learning about the influence of market mavens on the process of co-creating tourist experience can help service providers to engage more with these individuals to enhance their loyalty.
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.
The purpose of this paper is to examine the impact of a museum’s website design on visitors’ intentions. Three hypotheses were set which assume that the design of a museum website has a positive ...influence on the intention of visitors to return to the website, to personally visit the museum, and to recommend the website to their friends and relatives. To achieve the purpose of the research, empirical research was carried out. The respondents evaluated the websites of 145 Croatian museums and responded to questions which indicate their intention of revisiting the website, personally visiting the museums and recommending the website to other people. The hypotheses are tested and confirmed using the partial least squares structural equation modelling (PLS-SEM). This research confirmed the perception of the website design to be a significant predictor of visitors’ intentions regarding website revisits and of visiting the museums personally. Research results have also confirmed a significant and positive impact of visitors’ assessment of a museum website and their intentions to recommend the website to others. The results of this research contribute to the theory and practice. Interpretation and generalization of the findings should be taken with caution because this study used a convenient sample of university students, which does not represent the entire population of museum website users. The research model represents a novelty in the current research studies, since it contains a new dimension “Overall impression” which has the most effect on the positive evaluation of the website.
This paper contributes to the debate about the relationships among tourism experience co-creation, satisfaction with vacation experience, satisfaction with the impact of vacation on overall life, ...life satisfaction and behavioral intentions. The main purpose of this paper is to point out the importance of tourist engagement in the co-creation of the vacation experience and the impact of satisfaction with that experience on life satisfaction and behavioral intentions. A survey was conducted on a convenience sample of 263 international tourists who visited several tourist destinations in Croatia. To test the proposed model, partial least squares structural equation modelling (PLS-SEM) was employed. It has been established that co-creation of tourism experience significantly contributes to the satisfaction of tourists staying in a destination, which has a positive effect on life satisfaction and future behavioral intentions.
Consumer Segments in Blockchain Technology Adoption Tanković, Ana Čuić; Prodan, Marina Perišić; Benazić, Dragan
South East European journal of economics and business,
12/2023, Volume:
18, Issue:
2
Journal Article
Peer reviewed
Open access
Recent research has highlighted the adoption of blockchain technology (BCT) and the increasing recognition of its multiple capabilities for users. The main objective of this paper is to delineate ...different consumer segments based on their BCT beliefs and attitudes. Using a survey method, 934 questionnaires were collected and subjected to hierarchical and K-Means cluster analysis and contingency analysis. The results reveal four identifiable user segments with respect to BCT adoption: Innovators (enthusiastic about BCT), Cautious (careful about BCT), Sceptics (doubtful about BCT), and Suspicious (very distrustful about BCT). These results provide valuable insights into understanding behavioral intentions and serve as a basis for future research.
This paper aims to examine what kind of experience makes summer vacation memorable and consequently how it influences the overall satisfaction with a vacation experience. Based on literature review ...hypotheses were formulated in order to explore the multidimensionality of memorable tourist experience, the influence of different elements of memorable tourist experience on satisfaction with tourist vacation as well as the influence of satisfaction with vacation experience on the behavioural intention of tourists. For the purpose of the research, empirical research using paper and pencil questionnaire was carried out on the sample of 134 international tourists who visited traditional sun and sea destinations in Croatia in a broader Kvarner region during the summer of 2017. The research results, although of indicative nature only, point out that a memorable tourist experience consists of four different factors, namely hedonism and novelty, local culture, involvement and refreshment.
Among them, local culture has the highest impact on overall satisfaction with summer vacation experience. Also, refreshment as a memorable tourist experience influences the overall vacation satisfaction. The research has also confirmed the positive relationship between the following elements: satisfaction with vacation experience on behavioural intentions that were measured through tourists’ intention to return to the destination, to recommend the destination to their friends and relatives, to share experience through social media and to spend more money in tourist destinations. The strongest relationship is between tourist satisfaction with vacation experience and the intention to recommend a destination followed by intention to revisit that destination if they feel satisfied with the experience provided. Managerial implications as well as limitations and ideas for further research are given.
Svrha rada je istražiti koja vrsta iskustva turista najviše pridonosi nezaboravnom doživljaju ljetnog odmora i posljedično utječe na ukupno zadovoljstvo doživljajem na odmoru. Temeljem pregleda literature razvijene su i predložene hipoteze u cilju istraživanja višedimenzionalnosti nezaboravnog doživljaja turista, istraživanja utjecaja različitih elemenata nezaboravnog doživljaja turista na ukupno zadovoljstvo doživljajem na odmoru, kao i istraživanja povezanosti zadovoljstva doživljajem na odmoru i namjere ponašanja turista u budućnosti. Da bi se postigla svrha istraživanja, provedeno je empirijsko istraživanje pomoću anketnog upitnika koji je proveden na uzorku od 134 inozemna turista koji su tijekom ljeta 2017. godine boravili u tradicionalnim ljetnim destinacijama u Hrvatskoj na širem području Kvarnera, čija se ponuda temelji na moru i suncu. Rezultati istraživanja iako indikativni po svojoj prirodi ukazuju da se nezaboravni doživljaj turista sastoji od četiri različita faktora, odnosno od hedonizma i želje za novotarijama, lokalne kulture, uključenosti i osjećaja osvježenosti.
Među njima lokalna kultura ima najveći utjecaj na ukupno zadovoljstvo s doživljajem na odmoru. Istraživanje je također potvrdilo pozitivnu povezanost zadovoljstva s doživljajem na odmoru i namjere ponašanja turista u budućnosti. Namjere ponašanja turista u budućnosti ispitivale su se kroz namjeru povratka u destinaciju, namjeru preporuke posjete destinaciji prijateljima i rođacima, dijeljenje iskustva putem društvenih medija te namjeru da se potroši veći iznos novaca u turističkoj destinaciji. Najsnažnija veza utvrđena je između zadovoljstva turista doživljajem na odmoru i namjere da se preporuči posjet destinaciji. Sljedeća po jačini je povezanost namjere da se ponovi posjet destinaciji ako su turisti zadovoljni doživljajem odmora. Također, rad sadrži i implikacije za menadžere te ograničenja i preporuke za buduća istraživanja.
Svrha ovog rada je utvrditi ključne dimenzije marketinga odnosa koje utječu na zadovoljstvo klijenata, kao i utjecaj zadovoljstva klijenata na njihovu lojalnost u kontekstu luksuznih hotela. ...Istraživanje je provedeno na prigodnom uzorku od 311 hrvatskih grad strok signana koji su boravili u hotelima s pet zvjezdica u godini prije provod strok signenja istraživanja. Rezultati istraživanja pokazuju da sve dimenzije marketinga odnosa ne utječu na zadovoljstvo klijenata. Kompetencije, povjerenje i komunikacija, kao dimenzije marketinga odnosa, imaju statistički značajan utjecaj na zadovoljstvo klijenata. Rezultati istraživanja takod strok signer sugeriraju da zadovoljstvo klijenata ima statistički značajan utjecaj na lojalnost klijenata. Ova studija pridonosi teoriji marketinga odnosa. Osim toga, dobiveni rezultati imaju implikacije za hotelski menadžment, koji želi implementirati strategije marketinga odnosa, a s ciljem postizanja zadovoljstva i lojalnosti klijenata.
In the last decade, the rapid development of technology has increased the importance of the digital presence of service providers in wine tourism. The use of new digital technologies can help wine ...regions and service providers to improve the visitor experience and enhance the destination image. The purpose of this paper is to investigate the role of digital content marketing (DCM) in wine tourism and explore the importance of its dimensions on wine tourists’ perceived image, satisfaction and behavioural intentions. The paper is based on desk and field research. An analysis of previous research was conducted and a survey was formed based on the previous research. The empirical study was conducted with a sample of 241 Croatian respondents, who have visited wine cellars and wine events in Istria in the last 5 years. Hypothesis testing was conducted using partial least squares structural equation modelling (PLS-SEM). The research results showed that usefulness, entertainment and quality of digital content had a statistically significant influence on perceived image, while entertainment and quality of digital content were significant predictors of overall satisfaction of wine tourists. Furthermore, a positive influence of perceived image and overall satisfaction with digital content on intention to continue using it was found. The study contributes to the understanding of wine tourists’ behaviour in the digital environment and leads to implications that can be used for the development of digital marketing strategies to improve the wine tourism offer and to better respond to the contemporary demands of wine tourists.
The purpose of this paper is to determine the key dimensions of relationship marketing that influence customer satisfaction, as well as the impact of customer satisfaction on customer loyalty in a ...luxury hotel context. A survey was conducted on a convenience sample of 311 Croatian citizens who stayed in 5-star hotels in the year prior to the study. The research results show that not all dimensions of relationship marketing influence customer satisfaction. Competence, trust, and communication, as relationship marketing dimensions, have a statistically significant impact on customer satisfaction. The findings also suggest that customer satisfaction has a statistically significant influence on customer loyalty. This study contributes to the theory of relationship marketing. In addition, the obtained results have implications for hotel managers seeking to implement relationship marketing strategies to achieve customer satisfaction and loyalty.
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