engleski

Tourist offer in the function of satisfaction and loyalty - the case of the island mljet

Growing competitiveness between tourism destinations on the tourism market increases the role of marketing activities towards measuring the tourists’ satisfaction of the tourism destinations. According those findings qualitative tourist offer will be created and at the other hand satisfied tourists will return to the destination. Satisfied tourist is the best way for the positive word-of-mouth communication. On the tourism market, under this conditions of growing competitiveness between tourism destinations, which are trying to find the best development strategy is one of the main problem for those who participate in creating tourist destination policy. Therefore, a main factor in the creation of tourism policies is the satisfied tourist who makes a positive image of a tourist destination. That is connected to the efforts of having a tourist supply that can satisfy the expectation of tourists. Hence this paper explores and analyzes the relationship between aspects of age, accommodation, length of stay, price and quality of provided services and the tourist satisfaction, loyalty and recommendation in the case of the island Mljet. The aim of the paper is to explore which tourist segments are satisfied with actually tourist offer and to identify the main attributes of tourist segment that are satisfied which results with return to the destination. The research problem is the decline of tourist demand for travel to the Mljet. The purpose and the objectives of this research are to determine the level of satisfaction of tourist demand in the Mljet. In order to confirm the hypotheses, Kruskal-Wallis and chi-square test are applied. This paper will propose further actions, based on the research results that can serve as a good base and instrument for the selection of adequate touristic policies for destination management in island Mljet, which is a necessity for the destination development.

tourist ; satisfaction ; sustainable development ; island Mljet

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