engleski

IMPORTANCE OF MEASURING TOURIST SATISFACTION WITH A DESTINATION – EMPIRICAL STUDY OF DESTINATION NOVIGRAD

Information about tourist satisfaction is very often regarded as a useful tool in tourism planning. The main goal of the paper is to test and modify this tool for future destination planning based on empirical results. Novigrad is a popular coastal tourist destination in Istria County. The paper aims to find out how tourists perceive the different aspects of the destination Novigrad. The research was conducted with tourists, i.e. beach users in the period from July to September 2017, and ultimately 472 questionnaires were obtained. The survey was developed according to the Visitor survey suggested by the European Tourism Indicators System (ETIS, 2016) for sustainable destination management, with additional questions regarding the satisfaction level of different aspects of the destination. Questionnaires were offered to tourists in the English, German, Italian, Russian, Slovenian, and Croatian languages. For the evaluation, the 5-point Likert scale was used. For the analysis, descriptive statistics and Principal Component Analysis (PCA) were used. The results were compared with the results obtained in the research carried out in Poreč and Rabac in the same year. The results obtained can be used for future studies which will evaluate the role of tourist satisfaction in the management of tourism destinations. Also, the research findings can help local tourism managers in making informed decisions to develop a sustainable tourism destination.

destination management, tourist satisfaction, Novigrad, Istria County

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