Brand experience has turned into an important factor in achieving brand loyalty. This tendency is especially perceptible in the airline industry. Airline companies operate in very competitive market ...conditions and are oriented towards constant improvement in providing services. Brand experience affects consumer loyalty, directly and indirectly through brand satisfaction and brand trust. The paper aims to investigate the relationships between passengers' experience with the Air Serbia brand and their brand loyalty. The research included the views of 100 respondents who used Air Serbia services in the previous two years. Hypotheses testing in the research was conducted using correlation and multiple regression analysis. The results confirmed the significant relationships between the variables in the research model. The obtained results indicate a strong influence of passenger experience, trust and passenger satisfaction on loyalty to the Air Serbia company.
Intellectual capital is the part of intangible assets that affects value creation. Intellectual capital includes human capital, structural capital, and customer capital. The paper aims to investigate ...the relationship between intellectual capital and the managers' productivity in hotel companies. The research included 80 hotels with 3-stars, 4-stars, and 5-stars. Testing of research hypotheses is performed by application of multiple regression analysis and ANOVA test. The obtained results support the positive contribution of the components of intellectual capital on the productivity of managers in hotel companies. Also, the results show that there is no significant difference in the level of achieved manager's productivity between hotels of 3-stars, 4-stars, and 5-stars.
The primary goal of this paper was to investigate the strength of the influence of different types of risk on the travelers’ intention to visit destinations in future, that are, prejudiced due to ...COVID-19, marked as “stigmatized”, “isolated”, or “risky destinations”. Field interview research was conducted at the “Belgrade Nikola Tesla Airport” (Serbia). The results obtained by multiple regression analysis showed that all types of risks influenced the intention of travelers, with financial risk showing a more significant impact. Canonical discriminant analysis indicated that men were most afraid of human induced risk, service quality risk, natural disaster and COVID-19 risk, and they chose safer destinations. Among the women, the biggest fear was financial risk, socio-psychological risk, and food safety risk. Older respondents and those under the influence of external factors decided on safer destinations, while financial status did not play a significant role in predicting the choice of destination. The selection of the destination according to the degree of security was determined by the ordinal regression methodology. The entire research presents a certain novelty, because so far in the numerous studies on the topic of the negative consequences of COVID-19 on tourism, there has been no discussion of stigmatized or risky destinations that received that epithet, and were therefore negatively and unfairly marked in the minds of tourists for future visits.
Service quality in the hotel industry has become one of the most important factors that influence customer confidence building, loyalty and create a sustainable competitive advantage in the turbulent ...tourism market. Considering that one of the characteristics of the service sector is the inability to try the service before purchasing, the importance of the information has gained particular importance. The aim of the paper is to analyze reviews of Serbian mountain hotels, published on the website Booking.com, in order to determine satisfaction with the service quality in mountain hotels in Serbia. The research included 26 mountain hotels, for which a total of 5,292 reviews were analyzed. The results showed that the reviewers were generally satisfied with the quality of hotel service in Serbian mountain hotels. The significance of this research is that it provides insight into the service quality in mountain hotels, from the perspective of hotel guests. The obtained results can help hotel managers in making good business decisions regarding the quality of hotel service.
Due to the spread of COVID-19 and the closing of the borders of a large number of countries, tourists’ interest in domestic tourist destinations has grown. The objective of this paper is to identify ...future behaviour patterns of tourists and to propose measures that would affect the interest of domestic tourists in domestic destinations after COVID-19. The study starts with an analysis of the impact of COVID-19 on global tourism, then focuses on trends in the tourism market in Serbia and ends by examining citizens' attitudes towards key factors for domestic tourism development. It is estimated that tourism can benefit from an essential understanding of tourists’ demands for a safe journey. Research results indicate statistically significant differences in the attitudes of respondents in relation to age, gender and education, but most respondents believe that it is necessary for the state to invest more in tourist infrastructure and to adjust pricing policy to remain competitive domestic destinations after Covid-19.
The aim of paper is to examine students' satisfaction of teaching in the classroom and online teaching. Students' satisfaction is a key determinant of students' loyalty and the spread of positive ...word-of-mouth, which affects the image of the faculty and the future of its business. Due to the Covid-19 pandemic, higher education institutions were forced to quickly adapt to the newly created circumstances in education and switch from classical classroom teaching to online teaching. The paper analyses the current literature on the importance of managing relationships with service users, the concept of students' satisfaction and highlights key factors for teaching. The research was conducted on a suitable sample consisting of third-and fourth-year students at the state faculty in Serbia. The data analysis included 168 validly completed questionnaires and based on these results, the paper discusses the implications and provides guidelines for future research. The study will be useful for teachers to identify factors that will improve the level of students' satisfaction with online teaching during the Covid-19 pandemic and later when teaching return to the classrooms.
Work-life balance has become a popular area of research in the past twenty years. Before the 1970s, work and family were studied as mutually exclusive domains. The term "work-life balance" was ...introduced in the late 1970s to describe the balancing act of employed women who were mothers, juggling child care and work responsibilities. During the 1990s, the recognition of work-life balance's significance emerged as a vital issue for all employees, regardless of gender, parental, or marital status. The concept of work-life balance has evolved from role conflict between family and work, managing multiple roles to work and life enrichment and integration. Currently, the goal of work-life balance research is to determine whether the expectations of employees regarding work and multiple life roles are compatible or not. The significance of work-life balance research extends to individual, organizational, institutional, and national levels of outcomes. It is particularly relevant in the hospitality sector due to the unique nature of the work involved (intense work activities, long working hours, challenges in human resource management, organization of work, vacation planning, a significant representation of women employees, and health issues among hospitality workers). Therefore, it is considered a crucial issue in the hotel industry.
This study explores the impact of artificial intelligence (AI) on customer perceptions and behavior in restaurants, airline companies, and hotel sectors within the hospitality industry of Iran. The ...primary objective is to analyze how AI affects customer trust, brand engagement, electronic word-of-mouth (eWOM), and tourists’ readiness to use AI technologies. Using a comparative analysis approach and surveys, this research tests hypotheses about the effects of artificial intelligence on various dimensions of customer interaction. The findings highlight significant relationships between the quality of artificial intelligence and customer engagement metrics, such as trust and brand loyalty, which are crucial for understanding and predicting customer behavior in response to technological advancements. This study lays the groundwork for theoretical assumptions about sustainability in these sectors in developing countries, providing a basis for future empirical research that could validate these assumptions and explore broader implications of AI integration in enhancing sustainable practices within the hospitality industry.
This study investigates the perception of the implementation of the Farm to Table (F2T) concept on the sustainability of agritourism households in the Republic of Serbia. The main objective of the ...study is to determine how this concept affects the environmental, economic, and social sustainability of these households according to the participants. Data were collected through surveys of agritourism homestead owners in the regions of Vojvodina, Western Serbia, Southern Serbia, and Eastern Serbia. The research findings, obtained using quantitative (SEM) analyses, indicate that the F2T concept significantly contributes to the sustainable development of agritourism homesteads by increasing economic profitability, reducing environmental impact, and strengthening the social community. Moderators such as seasonal product availability, employee education, and the local community support have a significant impact on the effectiveness of F2T activities. The innovation of this study lies in the application of quantitative methods to analyze the specific impacts of the F2T concept on the sustainability of agritourism households, an area that has been poorly explored in the literature. The study has a number of implications, including providing empirical data that can help farmers, tourism operators, and policymakers to promote sustainable agritourism businesses.
One of the hotel companies’ key strategies in terms of increasing domestic and international competition is that the hotel service offer reflects a high quality level. Aim of this paper is to measure ...the guests’ satisfaction level by the intangible components of offer in the Kolubara District hotels, i.e. to show the significance of this dimension in the total process of providing hotel services. Satisfied guests show a higher loyalty level, which represents a precondition for visiting the same hotel by the same guests and recommend it to their friends. The research was conducted in four hotels, where 100 respondents, the guests of the hotel, were surveyed. The research results showed that the intangible dimension of hotel offer can predetermine and increase the value of services to a large degree, and guests’ satisfaction as the users of services as well.
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