Naslov
Motivation-based identity of island destinations and tourist satisfaction: the case of Croatia
(Motivation-based identity of island destinations and tourist satisfaction: the case of Croatia)

Autori
Škravan, Antonia ; Bašan, Lorena ; Kapeš, Jelena ; Prižmić, Ivana ; Franulović, Marino

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
ToSEE - Tourism in Southern and Eastern Europe 2021 / Alkier, R. ; Marković, S. ; Perić, M. - Opatija : Fakultet za menadžment u turizmu i ugostiteljstvu Sveučilišta u Rijeci, 2021, 757-773

Skup
6th International Scientific Conference ToSEE - Tourism in Southern and Eastern Europe 2021: ToSEE – Smart, Experience, Excellence & ToFEEL – Feelings, Excitement, Education, Leisure (ToSEE 2021)

Mjesto i datum
Opatija, Hrvatska, 30.06.2021. - 02.07.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
motivation-based identity ; identity attributes ; tourist satisfaction ; destination loyalty ; island destination

Sažetak
Purpose – This study focuses on common identity attributes of Croatian island destinations based on pull travel motivators. Its main purpose is to determine the significance of the gaps between the importance and performance of these attributes, as well as to examine their influence on overall satisfaction and destination brand loyalty. Methodology – The survey was conducted in Croatia in 2020, using two interrelated questionnaires designed for two target groups, domestic tourists and Destination Marketing Organization (DMO) managers. A total of 116 valid questionnaires were collected from tourists and 6, from the DMOs of all coastal counties. Importance-performance analysis (IPA) was applied, followed by a paired sample t- test and simple linear regression analysis. Findings – The IPA results show a negative and statistically significant difference between the importance and performance of natural and cultural attributes, making them the key points of future interest for DMO managers. The regression analysis results show a statistically significant and positive influence of all island destination attributes on overall satisfaction, and the significant positive influence of satisfaction on destination brand loyalty. Contribution – The research provides evidence on satisfaction and loyalty concerning the main motivation-based identity attributes of island destinations. The results can help DMO managers to reallocate marketing efforts from low- to high- impact areas to achieve satisfaction and brand loyalty. The findings can also help reinforce the collaborative marketing activities of Croatian island destinations based on common identity attributes.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA