Naslov
Personal traits of animators in creating experiences in cultural tourism

Autori
Franjić, Romana ; Yolal, Medet

Izvornik
Turističko poslovanje (0354-3099) 9 (2012); 83-93

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, ostalo

Ključne riječi
Cultural tourism ; interpretation ; animation ; personal traits

Sažetak
People do not buy products or services, rather they purchase the total experience that the product or service provides. Creating experiences and offering value to the consumer is vital for remaining competitive in globalised markets. The experiential value of a certain product is an important factor which contributes to the motivation of a customer when s/he is purchasing a certain product. In this case, the tourist is a customer who seeks emotional experiences such as entertainment, events, adventures or thrills. In such, the role of animators in the tourism businesses is vital for creating memorable experiences desired and sought by tourists. This study intends to analyze the personal traits of animators, who are important in tailoring experiences in destinations. The study employs a two-phase qualitative and quantitative mixed method design, essentially a step-wise progression from qualitative to quantitative. The results suggest that animators employed in cultural tourism destinations should be an extroverted, pleasant, emotionally stable person who is markedly intelligent, curious, imaginative and creative and is also a reliable, practical and hardworking. The findings provide useful implications for managers and marketing strategies.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA