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European Journal of Tourism, Hospitality and Recreation6SHFLDO�,VVXH��SS���������������

© 2014 Polytechnic Institute of Leiria. All rights reservedPrinted in Portugalwww.ejthr.com

ResearchEJTHR Tourism

ResearchEJTHR Tourism

European Journal ofTourism, Hospitality and Recreation

ResearchEJTHR Tourism

ResearchEJTHR Tourism

European Journal ofTourism, Hospitality and Recreation

Ivan Paunovi!, Phd student at the Singidunum university, belgrade, Serbia. email: paun.bg@gmail.com

SATISFACTION OF TOURISTS IN SERBIA, DESTINATION IMAGE, LOYALTY AND DMO SERVICE

QUALITY

Ivan PaunoviSingidunum University, Serbia

ABSTRACT: background: Tourist satisfaction literature, although rich in general, lacks the understanding of tourist satisfaction components on the level of the destination. research-ing and benchmarking various aspects of tourist satisfaction would help dMo’s improve the tourist satisfaction in certain targeted segments of offer. objectives: Identifying the compo-nents of tourist satisfaction on the level of destination using primary research data. using secondary sources to identify related marketing concepts to tourist satisfaction: service qual-ity, destination loyalty and image, and their relation to tourist satisfaction. Identifying major components of dMo service quality, tourist destination brand loyalty, and destination brand LPDJH��0HWKRGRORJ\��8VLQJ�3ULQFLSDO�&RPSRQHQW�$QDO\VLV��3&$��RI �SULPDU\�UHVHDUFK�GDWD�RQ� WRXULVW� VDWLVIDFWLRQ� WR�H[WUDFW�PDMRU� FRPSRQHQWV� LQÁXHQFLQJ� WRXULVW� VDWLVIDFWLRQ��8VLQJ�secondary sources to identify concepts related to tourist satisfaction. results: Tourist satis-faction has cognitive and emotional aspects which cannot be easily measured. As evidenced in the tourism literature and our primary research, the essential part of the tourist satisfac-tion is always satisfaction with the human contact, and the perception of the people on the destination, where aspects like safety, hospitality, and professionalism are of major impor-tance. Tourist satisfaction, although one of the most important benchmarks for destination competitiveness, should not be considered without consideration of other related marketing tools such as destination loyalty, destination image and service quality. Moreover, mediating role of tourist satisfaction between service quality and destination loyalty is well documented in the literature. Keywords: consumer behavior, destination marketing, dMo benchmarking

InTroducTIon

cooper et al. note that both macro and micro destination envi-ronments are in a constant state of change and evolution. More im-portantly the authors encourage the decision-makers to recognize the magnitude of the events shaping the future and their impact on how WKH�GHVWLQDWLRQV�ZLOO�EH�PDQDJHG�LQ�WKH�IXWXUH���&RRSHU��)OHWFKHU��)\-DOO��*LOEHUW���:DQKLOO��������7KLV�LV�ZK\�D�VLPSOH��XVDEOH�TXDQWLWDWLYH�benchmarking model is important for both small and large dMo’s. It is intended to be a starting point for research, and also to assist in or-

SATISfAcTIon, IMAGe, LoYALTY And QuALITY164

ganizing the data, and thus facilitate evidence-based decision making and policy creation. This view is supported by bieger and Laesser, who recommend the categorization of local and regional dMo’s according WR�WKH�TXDQWLWDWLYH�FULWHULD���%LHJHU��/DHVVHU�������

Pavlic et al. emhasize that tourist satisfaction is central concept in WKH�SURFHVV�RI �GHVWLQDWLRQ�EHQFKPDUNLQJ���3DYOLF��3HUXFLF���3RUWRODQ��2010) Primary data research focused on collecting data of tourist satis-faction in order to analyze in detail the variety of components of the tourist satisfaction, and to point out the most important ones. how-ever the phenomenon of tourist satisfaction cannot be approached without considerations for other marketing tools and concepts. Most authors emphasize the importance of measuring the effect of both tourist satisfaction and service quality on the brand loyalty on the GHVWLQDWLRQ�OHYHO���(PLU��.R]DN���������6X��&KHQJ���+XDQJ���������0DURFR��0DURFR�������9RO����1R�����3OXPHG�/DVDUWH�DGGLWLRQDOO\�emphasized the effect that managing brand image, as one of the main functions of dMo, has on brand loyalty, on the case of Turespana. �3OXPHG�/DVDUWH�������9RO����63HFLDO�,VVXH��,7&¶�����+RZHYHU��WKHVH�concepts were reviewed through secondary sources, in order to un-derstand tourism satisfaction phenomenon more broadly and develop methodology for future research.

reVIeW of The LITerATure

The research on hotel satisfaction, conducted by emir and Kozak concluded that the single most important factor in the hotel satisfac-WLRQ�LV�WKH�IURQW�RIÀFH��2I �FRXUVH��WKH�PDQDJHULDO�FRPSOH[LW\�RI �WKH�hotel operations should not be overlooked, but the critical factor for WRXULVW�VDWLVIDFWLRQ�LV�WKH�IXQFWLRQDOLW\�DQG�HIÀFLHQF\�RI �WKH�IURQW�RI-ÀFH�LQ�SURYLGLQJ�LQIRUPDWLRQ��FKHFN�LQ�FKHFN�RXW��HWF����(PLU��.R-]DN��������0DURFR�DQG�0DURFR�FRQÀUPHG�WKLV�ÀQGLQJV�WKURXJK�WKH�research conducted in Portugese hotels, and concluded that reception DQG�VDIHW\�DUH�WKH���PRVW�LPSRUWDQW�GLPHQVLRQV�RI �VHUYLFH�TXDOLW\���0D-URFR��0DURFR�������9RO����1R�����6LPLODU�ÀQGLQJV�ZHUH�SUHVHQWHG�LQ�the study by Kattara et al. They found that employee behavior in the 5 star hotel has great effect on overall customer satisfaction, regardless of customer gender, nationality, purpose of visit, number of visits and length of stay. This research concluded that human contact is a criti-cal determinant of customer satisfaction. Moreover, when customers DUH�VDWLVÀHG�ZLWK�WKH�KXPDQ�LQWHUDFWLRQ�WKH\�DUH�LQFOLQHG�WR�ORRN�RYHU�RWKHU�SRWHQWLDO�SUREOHPV�LQ�WKH�SURFHVV�RI �VHUYLFH�GHOLYHU\���6DDG��:H-KHED���$KPHG�(O�6DLG�������9RO��������,Q�WKLV�FRQWH[W��RQH�RI �WKH�good practice examples for hotel organization motto is the ritz-carl-

PAunoVI! 165

WRQ��´:H�DUH�/DGLHV�DQG�*HQWOHPDQ��VHUYLQJ�/DGLHV�DQG�*HQWOHPDQµ���7KH�5LW]�&DUOWRQ�+RWHO�&RPSDQ\��/�/�&���������7KH�LPSRUWDQFH�RI �TXDOLÀHG�VWDII �LQ�WKH�KRWHO�EXVLQHVV��DQG�PRUH�JHQHUDOO\�RQ�WKH�GHVWL-nation as a whole, is essential.

The results of the second-order factor analysis of the gastronom-ic tourist’s satisfaction, conducted by correia et al. show that gastro-nomic tourist satisfaction depends on 3 factors: 1. Price and quality, 2. *DVWURQRP\��ORFDO�FRXUVHV��IRRG�SUHVHQWDWLRQ��RULJLQDOLW\�DQG�H[RWLF-QHVV��DQG�VWDII �SUHVHQWDWLRQ���DQG����$WPRVSKHUH��HWKQLF�GHFRUDWLRQ��GHFRUDWLRQ��PRGHUQ�PXVLF��OLJKWLQJ��HQWHUWDLQPHQW����&RUUHLD��0RLWDO��)HUUHLUD�GD�&RVWD���5LWD���������7KLV�UHVXOWV�LQGLFDWH�WKDW�HYHQ�LQ�WKH�specialized services, such as restaurants, the service itself is only one of the factors, while atmosphere and price and quality are equally im-portant factors.

There are not many studies of tourist satisfaction that include ac-commodation as a factor in tourist overall satisfaction with the desti-nation. however, Marcussen found that the satisfaction with the ac-FRPPRGDWLRQ�GRHVQ·W�KDYH�DQ\�VLJQLÀFDQW�LPSDFW�RQ�RYHUDOO�KROLGD\�VDWLVIDFWLRQ�RU�RQ�LQWHQWLRQ�WR�UHWXUQ���0DUFXVVHQ�������

del chiappa et al. found that the satisfaction with the museum offer increases as the length of time spent in the museum increases. It shows the importance of auxiliary services in a modern museum, which can include different leisure and cultural activities, as well as con-FHUWV��H[KLELWLRQV��WKHPDWLF�VKRZV��HWF���'HO�&KLDSSD��/DGX��0HOOHGX��& Pulina, 2013)

Lai and Quang Vihn conducted an opinion survey using the Ana-O\WLFDO�+LHUDUFK\��$+3��0HWKRG�DQG�FRQFOXGHG�WKDW�WKHUH�DUH���PRVW�LPSRUWDQW�IDFWRUV�LQÁXHQFLQJ�WKH�WRXULVP�SURPRWLRQ�HIIHFWLYHQHVV������JRYHUQPHQW�SROLF\������WRXULVW�VDWLVIDFWLRQ��DQG�����VHUYLFH�VWDII���/DL��9LQK��������0HQGHV�HW�DO��IRXQG��RQ�WKH�FDVH�RI �$UDGH��3RUWXJDO���that there is a connection between tourist satisfaction and destination �EUDQG��OR\DOW\��HVSHFLDOO\�IRU�FHUWDLQ�W\SHV�RI �WRXULVWV�ROGHU��3RUWXJXHVH��ZHOO�HGXFDWHG��DQG�RQ�D�EXVLQHVV�RU�VRFLDO�WULS���0HQGHV��9DOOH��*XHU-reiro, & Silva, 2010 ) one of the proposed approaches for successful destination branding in the competitive regional and global environment LV�PDUNHW�VHJPHQWDWLRQ���3DXQRYLF��������+RZHYHU��FRQVLGHUDEOH�REVWD-cle in using market segmentation as a marketing tool is a low manage-rial understanding of the market segmentation process. It puts at risk market segmentation studies for they can easily be used in an ineffec-WLYH�PDQQHU���'ROQLFDU��/D]DUHYVNL��0HWKRGRORJLFDO�UHDVRQV�IRU�WKH�theory/practice divide in market segmentation, 2009 Vol. 25 no. 3-4)

navratil, Picha and navratilova researched theoretical models of satisfaction on the case of water-based natural attractions in South bo-KHPLD��&KHFK�UHSXEOLF���2Q�D�UDWKHU�ODUJH�VDPSOH�RI ������UHVSRQG-

SATISfAcTIon, IMAGe, LoYALTY And QuALITY166

HQWV��WKH\�FRQÀUPHG�WKH�WKHRUHWLFDO�FDXVDO�UHODWLRQVKLS��ZKHUH�����SHU-FHLYHG�TXDOLW\�LQÁXHQFHV�����SHUFHLYHG�YDOXH��ZKLFK�LQ�WXUQ�LQÁXHQFHV�����WRXULVW�VDWLVIDFWLRQ��,Q�DGGLWLRQ�WKH\�IRXQG�WKDW�RQ�VLWH�H[SHULHQFH�LV�D�VLJQLÀFDQW�PHGLDWLRQ�HOHPHQW�EHWZHHQ�SHUFHLYHG�TXDOLW\�DQG�SHU-FHLYHG�YDOXH��7KH�XSGDWHG�PRGHO� LV�� ����SHUFHLYHG�TXDOLW\� LQÁXHQFHV�����RQ�VLWH�H[SHULHQFH��ZKLFK�LQÁXHQFHV�����SHUFHLYHG�YDOXH��ZKLFK�LQ�WXUQ�LQÁXHQFHV�����WRXULVW�VDWLVIDFWLRQ���1DYUDWLO��3LFKD���1DYUDWLORYD��2012 Vol. 60 no. 4)

dragicevic and Letunic researched the satisfaction of tourists on WKH�GHVWLQDWLRQ�2UHELF��6ORYHQLD���:KLOH�DV�PXFK�DV�����RI �WRXULVWV�ZKHUH�VDWLVÀHG�ZLWK�DFFRPPRGDWLRQ��RQO\�����ZDV�VDWLVÀHG�ZLWK�VSRUW�IDFLOLWLHV�DQG�����ZLWK�WKH�HQWHUWDLQPHQW�IDFLOLWLHV��7KLV�ÀQGLQJV�FDOO�for integrated destination product development, in order for the des-WLQDWLRQ�WR�VWD\�FRPSHWLWLYH���'UDJLFHYLF��/HWXQLF�������

Questions regarding the perceived cultural difference were not in-cluded in the design of the present research. however, in the model created by huang and chiu, an important component of the overall tourist satisfaction is the perceived cultural difference compared to tourist’s own cultural values. In the proposed model, cultural differ-HQFH�LQÁXHQFHV�GLUHFWO\�ERWK�VDWLVIDFWLRQ�DQG�WUXVW���+XDQJ��&KLX��2006 Vol. 10 no. 1)

Tourist satisfaction can reveal hidden patterns on the tourist market. The research conducted by Pavlic et al., found that dubrovnik attracts KLJKO\�HGXFDWHG�WRXULVW�SRSXODWLRQ������KDG�8QLYHUVLW\�GHJUHH���DQG�WRXULVWV�ZLWK�SURIHVVLRQV�ZLWK�KLJK�DQQXDO�LQFRPH������ZHUH�PDQDJHUV�and employed as doctors, professors, or working in the bank). how-HYHU��WKHUH�ZDV�VWDWLVWLFDOO\�VLJQLÀFDQW�GLIIHUHQFH�LQ�WKH�VDWLVIDFWLRQ�EH-tween high consumption and low consumption tourist. Tourists with KLJK�FRQVXPSWLRQ�ZHUH�OHVV�VDWLVÀHG�WKDW�WRXULVWV�ZLWK�ORZ�FRQVXPS-WLRQ���3DYOLF��3HUXFLF���3RUWRODQ��������7KLV�ÀQGLQJ�LPSOLHV�WKH�QHHG�for continuous investment in expansion of tourism products for high income tourists, as well as raising the standards of service. The high-est income tourists are also the most demanding tourists.

Quality management is an important organizational strategy and tool for building competitive advantage in dynamic and competitive market. �*DUFLD��%UHD���5DPD��������(YLGHQFH�IURP�+XQJDULD��DV�SUHVHQWHG�by behringer and Mester, shows strong consumer demand for a quality DVVXUDQFH�DFFUHGLWDWLRQ�V\VWHP���%HKULQJHU��0HVWHU��������+RZHYHU��'02·V�VKRXOG�GHPRQVWUDWH�WKH�HIÀFLHQF\�DQG�HIIHFWLYHQHVV�RI �WKH�TXDO-ity management system through using it as a tool themselves. narayan et al. researched the dimensions of the service quality in tourism, with the focus of the research model on the quality of the tour as perceived E\�WKH�WRXULVWV���1DUD\DQ��5DMHQGUDQ��&KDQGUDVHNKDUDQ���*RSDODQ�������9RO�����1R�����0LOIHOQHU�HW�DO��FRQÀUPHG�WKHRUHWLFDO�SRVWXODWH�WKDW�KRWHO�

PAunoVI! 167

service quality is a two-dimensional concept with cognitive and emotional aspects. feelings and emotions play an important role in the purchasing EHKDYLRU�RI �WRXULVWV���0LOIHOQHU��6QRM���3LVQLN�.RUGD���������

hollebeek developed a framework for understanding and classify-ing the customer brand engagement and brand loyalty segmentation. 7KH�DXWKRU�SURSRVHV���W\SHV�RI �FXVWRPHUV�����$SDWKLVWV��KLJK�OR\DOW\��ORZ�HQJDJHPHQW������([LWV��ORZ�OR\DOW\��ORZ�HQJDJHPHQW������$FWLYLWLVWV��KLJK�OR\DOW\��KLJK�HQJDJHPHQW���DQG����9DULHW\�VHHNHUV��ORZ�OR\DOW\��KLJK�HQJDJHPHQW����+ROOHEHHN�������9RO�����1R������

dolnicar et al. found that key drivers of the airline loyalty are mem-bership of the airline loyalty program and a status of the airline as a na-tional carrier. however, they also found a distinction between the business travelers and self-bookers, where self-bookers are less loyal because they DUH�PRUH�LQÁXHQFHG�E\�WKH�WLFNHW�SULFH��&DVXDO�ÁLHUV�ZHUH�DOVR�IRXQG�WR�EH�PRUH�LQÁXHQFHG�E\�WKH�RSLQLRQ�RI �IULHQGV�DERXW�WKH�DLUOLQH�WKDQ�IUHTXHQW�Á\HUV��2Q�WKH�RWKHU�KDQG��EHKDYLRUDO�OR\DOW\�RI �WKH�IUHTXHQW�Á\HUV�LV�SRVVL-bly deal loyalty. It means that it is motivated by high payoff of membership, UDWKHU�WKDQ�HPRWLRQDO�ERQG�ZLWK�WKH�FRPSDQ\���'ROQLFDU��*UDEOHU��*U�Q��& Kulnig, 2011) An open question remains whether business travelers re-act better than other groups of tourists to city cards programs, as well as it is the case in airline loyalty programs? The difference, when translating WKHVH�ÀQGLQJV�WR�WKH�GHVWLQDWLRQ�OR\DOW\�FRPSDUHG�WR�DLUOLQH�OR\DOW\�LV�WKDW�the switching costs are much higher for destinations. It means that desti-nation needs more promotional efforts than an airline in order to position itself in the mind of consumers. however, as Kozak and rimmington no-ticed, every destination has its own competitive set, and should position LW·V�RIIHU�LQ�WKH�LQWHUQDWLRQDO�PDUNHW�DFFRUGLQJO\���.R]DN��0LNH�������

eXPerIMenTAL reSeArch

Delimitations

The primary research was conducted during summer season only, so the data should be approached with caution. The samples were, however, ZHLJKWHG�DFFRUGLQJ�WR�WKH�RIÀFLDO�VWDWLVWLFV�LQ�RUGHU�WR�JDLQ�PRUH�UHOLDEOH�GDWD�

regarding the research on perceived cultural difference, it was not included, since those aspects are less in control of the dMo. The fo-cus was on the issues that are under direct responsibility of the dMo.

The primary research data were collected only for tourist satisfac-tion as a central marketing tool, and not for service quality, brand loy-alty or brand image, because the focus was on detailed quantitative understanding of tourists’ satisfaction in Serbia. on the other hand,

SATISfAcTIon, IMAGe, LoYALTY And QuALITY���

detailed methodological recommendations are given for future research of other concepts such as service quality, brand loyalty and brand im-age, and their relation to tourist satisfaction.

Research goals

7KH�UHVHDUFK�JRDOV�ZDV�GHÀQHG�WKURXJK�WKH�IRUPXODWLRQ�RI ���UH-search questions:

rQ1: What are the principal components of tourist satisfaction in Serbia?rQ2: What is the mutual relation between service quality, tourist

VDWLVIDFWLRQ��GHVWLQDWLRQ��EUDQG��OR\DOW\�DQG�GHVWLQDWLRQ��EUDQG��LPDJH"rQ3: What are the essential elements of the service quality, desti-

QDWLRQ��EUDQG��OR\DOW\��DQG�GHVWLQDWLRQ��EUDQG��LPDJH"

Research design

7KH�UHVHDUFK�ZDV�GHVLJQHG�WR�DQVZHU�5HVHDUFK�4XHVWLRQ����54����WKURXJK�WKH�XVH�RI �SULPDU\�GDWD�3&$��3ULQFLSDO�&RPSRQHQW�$QDO\-VLV���5HVHDUFK�TXHVWLRQV����54���DQG����54���ZHUH�GHVLJQHG�WR�EH�DQ-swered through the use of secondary sources.

The primary data was collected through conducting Serbia Guest Survey 2011. The survey has been conducted as a component of the (8�ÀQDQFHG�SURMHFW�� ´6XSSRUW� WR� LPSOHPHQWDWLRQ�RI � WKH�1DWLRQDO�6WUDWHJ\�IRU�7RXULVPµ���6(5����������7KH�TXHVWLRQQDLUH�ZDV�ÀOOHG�LQ�E\�WRXULVW�WKHPVHOYHV��ZLWK�WKH�LQ-

struction and help of the interviewers. The interviewers were posi-tioned on central locations on each tourist destination. Target group were domestic and foreign tourists in Serbia, aged over 14 years, staying RYHUQLJKW��EXW�QR�ORQJHU�WKDQ����GD\V��KROLGD\�WULS���RU����GD\V��EXVL-ness trip). The database was weighted by overnight stays and country FOXVWHU��:HVWHUQ�(XURSH�DQG�WKH�UHVW�RI �WKH�ZRUOG��&((��:HVWHUQ�%DO-NDQV��6HUELD��EDVHG�RQ�RIÀFLDO�VWDWLVWLFV�

Total sample was 1500 respondents on the following locations in Ser-bia: belgrade, novi Sad, Zlatibor, Guca, Kopaonik, fruska Gora, Zasavi-ca, Vrdnik, erdevik, Sremska Mitrovica, divcibare, Valjevo, banja Vrujci, Sokobanja, Vrnjacka banja, banja Koviljaca, niska banja, nis, Subotica, Vr-sac, Palicko jezero, belocrkvanska jezera, Srebrno jezero, ecka, Skorenovac.7KH�ÀHOGZRUN�ZDV�GRQH�RQO\�IRU�WKH�VXPPHU�VHDVRQ��IURP�-XO\����

2011 to September 5 2011.�7KH����EDVLF�IDFWRUV�UHVHDUFKHG��ZKLFK�LQÁXHQFH�DQG�EXLOG�XS�WKH�

tourist satisfaction, were the following: nature, culture, history, Safety/Security, food, Accommodation, nightlife, Professionalism of service, customer orientation, hospitality of population, cleanliness, Trans-portation, Attractions, and Variety of offer.

PAunoVI! 169

fIndInGS

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The proposed elements of tourist satisfaction in this research were: 1. Professionalism of service, 2. hospitality of population, 3. customer orientation, 4. Safety/security, 5. cleanliness, 6. culture, 7. Attractions, ���+LVWRU\�����1LJKWOLIH������2YHUDOO������)RRG������$FFRPPRGDWLRQ������Variety of offers, 14. nature, and 15. Transportation.

Table 1: SPPS PCA output-Total variance explained

Component

Initial EigenvaluesExtraction Sums of Squared

LoadingsRotation Sums of Squared

Loadings

Total% of

VarianceCumulative % Total

% of Variance

Cumulative % Total% of

VarianceCumulative %

1 6.293 44.949 44.949 6.293 44.949 44.949 4.745 ������ ������

2 4.454 ������ 76.764 4.454 ������ 76.764 4.142 ������ 63.479

3 1.936 ������ 90.594 1.936 ������ 90.594 ����� 20.536 ������

4 1.093 ����� ������ 1.093 ����� ������ 2.015 ������ ������

Extraction Method: Principal Component Analysis

Table 2: SPSS PCA Output-Component Matrix

Component

1 2 3 4

nature ���� -.095 ����� .626

culture -.723 .521 ���� ����

history -.536 .495 .643 .127

SafetySecurity .917 .032 .207 �����

food ���� ���� -.663 -.222

Accomodation ���� .630 -.709 .059

nightlife -.429 .795 ���� -.319

Professionalism of Service .737 .502 ���� �����

customer orientation .564 .759 .294 -.006

hospitality of Population .796 .570 .146 -.020

cleanliness .949 -.047 ���� .050

Transportation ���� ���� .020 ����

Attractions -.715 .641 .050 ����

Variety of offers -.323 ���� -.310 .103

Extraction Method: Principal Component Analysisa. 4 components extracted

SATISfAcTIon, IMAGe, LoYALTY And QuALITY170

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Su et al. hypothesized and tested a model on the relation between service quality, tourist satisfaction and destination loyalty. They found that tourist satisfaction mediates the effect of service quality on des-WLQDWLRQ�OR\DOW\���6X��&KHQJ���+XDQJ��������7KLV�PRGHO�LV�LQWHUHVWLQJ�for its contribution to the understanding of the relation between ser-vice quality, tourist satisfaction and destination loyalty. 7KH�SURSRVHG�PHGLDWLQJ�UROH�RI �WRXULVW�VDWLVIDFWLRQ��EHWZHHQ�VHUYLFH�

TXDOLW\�DQG�EUDQG�OR\DOW\��E\�6X�HW�DO���6X��&KHQJ���+XDQJ��������LV�QRW�always present in the tourism industry. As shown in the fIGure 1 be-ORZ��WKH�UHVHDUFK�KDV�FRQÀ�UPHG�WRXULVWV�WUDYHO�WR�6HUELD�IRU�YDULRXV�UHD�sons, not all of them directly connected to satisfaction with the destina-tion. Also, Labrecque et al. emphasize that brand loyalty can be result of different motivators, from conformity to escapism, both with

high involvement and brand attachment. brands can be very success-ful in offering sanctuary and escapism from the everyday life, such as LQ�WKH�FDVH�RI �+DUOH\�'DYLGVRQ�PRWRUELNHV���/DEUHFTXH��.ULVKHQ���*U]HVNRZLDN�������9RO����������.DELUDM�DQG�6KQPXJDQ�FRQÀ�UP�WKDW�VDWLVÀ�HG� FXVWRPHU� DQG� OR\DO� FXVWRPHU� DUH� QRW� QHFHVVDULO\� WKH� VDPH�WKLQJ���.DELUDM��6KDQPXJDQ��������+D�DQG�-RKQ�DJUHH�WKDW�PHUHO\�focusing on the satisfaction provides an incomplete picture for the de-YHORSPHQW�RI �EUDQG�OR\DOW\���+D��-RKQ�������9RO�����1R�����)RU�.XH�Q]HO�DQG�9DX[�+DOOLGD\��RQH�RI �WKH�PRVW�LPSRUWDQW�IDFWRUV�LQÁ�XHQFLQJ�brand loyalty are reputation and brand personality congruence which DIIHFW�EUDQG�LGHQWLÀ�FDWLRQ��,Q�WKHLU�YLHZ��EUDQG�LGHQWLÀ�FDWLRQ�LV�D�FHQ�WUDO�PHGLDWRU�DQG�IDFLOLWDWRU�GULYLQJ�WKH�EUDQG�OR\DOW\���.XHQ]HO��9DX[�+DOOLGD\�������9RO������7KH�:77&�IRUHFDVWV�WKDW�DWWUDFWLYH�EUDQG�LP�

FIGURE 1: Reasons for visiting Serbi

PAunoVI! 171

age will be crucial for Serbia to succeed in tourism in the short- and PHGLXP�WHUP���:RUOG�7UDYHO�DQG�7RXULVP�&RXQFLO��������7KHUHIRUH��ZH�H[SDQGHG�WKH�PRGHO�SURSRVHG�E\�6X�HW�DO���6X��&KHQJ���+XDQJ��2011), and included the brand image in the fIGure 2 below.

FIGURE 2: Relationship between tourist satisfaction and destina-tion loyalty, image and DMO service quality

Adapted from (Su, Cheng, & Huang, 2011) and expanded with original research

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Service quality

7KH�VHUYLFH�TXDOLW\�FRPSRQHQWV��DV�SURSRVHG�E\�&$)��&RPPRQ�Assessment framework), are: 1. Leadership, 2. Strategy and Planning, 3. People, 4. Partnerships and resources, 5. Processes, 6. citizen/cus-WRPHU�RULHQWHG� UHVXOWV�� ���3HRSOH� UHVXOWV�� ��� 6RFLDO� UHVSRQVLELOLW\� UH�sults, 9. Key performance results. The cAf is a quality management IUDPHZRUN�EXLOW�SULPDULO\�IRU�SXEOLF�LQVWLWXWLRQV�VXFK�DV�'02��'HV�tination Management organization), however it can also be used by RWKHU�W\SHV�RI � LQVWLWXWLRQV���(XURSHDQ�&$)�5HVRXUFH�&HQWUH��������The cAf model was than expanded with Laessers proposals for dMo FODVVLÀ�FDWLRQ��%LHJHU��/DHVVHU��������DQG�5LVN�0DQDJHPHQW�V\VWHP�DVVHVVPHQW�ZDV�LQWURGXFHG�DV�DQ�DGGLWLRQ���2·&RQQRU��2·/HDU\��7KH�Importance of celebrity Association in Tourism destination bran-ding, 2012 Vol. 3 no. 3) o’connor et al. emphasize that the extent of GDPDJH�D�GHVWLQDWLRQ�FDQ�VXIIHU�DIWHU�D�FULVLV��VXFK�DV�WHUURWLVW�DWWDFN��depends on the destinations adaptability and on the response of the LQGXVWU\���2¶&RQQRU��5RVH�6WDIIRUG���*DOODJKHU��������7KHUHIRUH��D�

SATISfAcTIon, IMAGe, LoYALTY And QuALITY172

crisis Management System should be an essential of the dMo ser-vice quality model.

In order to maximize the effectiveness of the promotional efforts, bieger and Laesser recommend the categorization of local and regional dMo’s according to the quantitative criteria. The categorization should LQFOXGH� WKH� IROORZLQJ�FULWHULD��PDUNHWV� WKDW�'02�VHUYHV� �GRPHVWLF��international, global), size of the budget, and number of overnights. They also recommend using 50% of the budget for promotional ac-tivities. In that way, dMo’s can be aware of the group/level they be-ORQJ�WR�DQG�DGDSW�LWV�DFWLYLWLHV�DQG�EXGJHWV���%LHJHU��/DHVVHU��������7KH�TXDQWLWDWLYH�FULWHULD�IRU�'02�FODVVLÀFDWLRQ�FRXOG�DOVR�EH�H[-

panded to include marketing metrics such as tourist satisfaction and brand equity in order to effectively manage destination brand. As Ma-PXOD�QRWLFHG��EUDQG�YDOXDWLRQ��WKURXJK�PDUNHWLQJ�PHWULFV��UHSUHVHQWV�DQ�HIÀFLHQW�WRRO�IRU�LQWHJUDWLQJ�ERWK�ÀQDQFLDO�DQG�PDUNHW�FULWHULD�LQ�EUDQG�HTXLW\�PDQDJHPHQW���0DPXOD�������9RO�����1R�����6LQFH�,QWHU-net has become the primary source of information about the destina-tion, special attention should be given to Internet and social media. �3DXQRYLF��������0RGHUQ�EUDQG�UHVHDUFK�HIIRUWV�VKRXOG�LQFOXGH�RQOLQH�FRQWHQW�DQDO\VLV��FROOHFWLRQ�GHVFULSWLRQ�DQG�DQDO\V�RI �LPDJHV�DQG�WH[W����8QLWHG�1DWLRQV�:RUOG�7RXULVP�2UJDQL]DWLRQ��������'ROQLFDU��5RV-siter et al. have found in their research that brand research question-naires should include forced binary questions in order to yield optimal UHVXOWV��,QGXVWU\�SUDFWLFH�RI �XVLQJ�́ SLFN�DQ\µ�PHDVXUH��RU�DFDGHPLF�DS-SURDFK�RI �XVLQJ���SRLQW�VFDOH�DUH�\LHOGLQJ�VXERSWLPDO�UHVXOWV���'ROQLFDU�& rossiter, „Pick Any“ Measures contaminate brand Image Studies, 2012) All of the suggested tools are useful in benchmarking citizen/FXVWRPHU�RULHQWHG�UHVXOWV�DV�ZHOO�DV�NH\�SHUIRUPDQFH�UHVXOWV�DV�GHÀQHG�E\�WKH�&)$��&RPPRQ�$VVHVVPHQW�)UDPHZRUN��IRU�TXDOLW\�PDQDJH-PHQW�LQ�SXEOLF�LQVWLWXWLRQV���(XURSHDQ�&$)�5HVRXUFH�&HQWUH��������

research conducted by hassan concluded that destination market-ing has gone beyond on-line marketing. Social media tools are impera-tive for modern dMo communication and promotion. contemporary dMo’s need carefully prepared and planned social media positioning VWUDWHJLHV���+DVVDQ�������9RO����1R�����6LPLODUO\��UHVHDUFK�FRQGXFWHG�E\�Al-balushi and Atef concluded that traditional hospitality and tourism LQIRUPDWLRQ�VRXUFHV��EURFKXUHV��ERRNOHWV��DQG�FDWDORJXHV��DUH�GLPLQLVK-LQJ�DQG�DUH�UHSODFHG�E\�RQOLQH�VRFLDO�PHGLD���$O�%DOXVKL��$WHI��������

Destination (brand) loyalty

richard ad Zhang found that in the case of travel agency brand loyalty, affective commitment mediates between customer satisfaction and customer OR\DOW\���5LFKDUG�(���=KDQJ��������+RZHYHU��WKLV�FRQFHSW�LV�QRW�DSSOLFDEOH�

PAunoVI! 173

RQ�WKH�FDVH�RI �WKH�GHVWLQDWLRQ��EHFDXVH�ÀUVWO\�EUDQG�VZLWFKLQJ�FRVWV�DUH�KLJK-er and secondly affective commitment cannot play such an important role.

The model for destination loyalty used in the research was the mod-HO�SURSRVHG�E\�6X�HW�DO���6X��&KHQJ���+XDQJ���������+RZHYHU��WKHLU�SURSRVHG�PRGHO�IRU�GHVWLQDWLRQ�OR\DOW\��SODFH�GHSHQGHQFH��SODFH�LGHQ-tity and behavioural intention) was expanded to include the uniqueness of the destination and destination authenticity. A tri-dimensional ap-SURDFKHV�WR�EUDQG�OR\DOW\�SURSRVHG�E\�:RUWKLQJWRQ�HW�DO��HPRWLRQDO��FRJQLWLYH��EHKDYLRUDO���DQG�6XKDUWDQWR�HW�DO���DWWLWXGLQDO��FRQDWLYH��EH-havioral) were too abstract and simplistic for application on the desti-QDWLRQ�OR\DOW\�EHQFKPDUNLQJ���:RUWKLQJWRQ��5XVVHOO�%HQQHW���+DHUWHO���������6XKDUWDQWR��&OHPHV��'HDQ���%ULHQ�������9RO����1R����

unWTo estimated that there are around 200 country destinations in the world, with even larger number of local destinations. In addition the number of destinations and tourism arrivals on the global level are JURZLQJ�\HDU�WR�\HDU���81:72��:RUOG�7RXULVP�2UJDQL]DWLRQ��DQG�(7&��(XURSHDQ�7UDYHO�&RPPLVVLRQ���������7KLV�PHDQV�WKDW�WRXULVP�LV�EH-coming more accessible, which in turns means that switching costs for consumers are lower and lower each year. Therefore, destination brand loyalty measurement should include uniqueness of the destination as a component in order to understand the relation of the destination to other destinations. As Lam et al. noted, modern consumers are building their social identity through the brand purchase decisions. In order to understand the contemporary competitive environment, marketer has to view the brand in relation to other brands on the market in the con-WH[W�RI �6RFLDO�,GHQWLW\�7KHRU\���/DP��$KHDUQH��+X���6FKLOOHZDHUW�������Vol. 74) roget et al. researched the effect of the authenticity of desti-nation on the brand loyalty. They found that there is highly correlated positive relationship between authenticity and destination brand loyalty. �5RJHW��1RYHOOR���)HUQDQGH]��������7KH�FDVH�RI �.D]DKVWDQ��SUHVHQWHG�by Tiberghien et al. calls for the inclusion of authenticity into destina-tion brand equity, through the development and promotion of eco-cul-tural tourism. The process of destination brand building has to include the local and indigenous people, rather than adopt top-down approach. �7LEHUJKLHQ��*DUNDYHQNR���0��������9RO����1R�����7KHUHIRUH��WKH�DX-thenticity was included into the dMo benchmarking model proposal.

Destination image

researching and understanding the brand image components is im-portant because it is a prerequisite for dMo promotional efforts. This is why national tourism organizations are adopting marketing plans with brand image management based on market surveys. As Plumed /DVDUWH�SUHVHQWHG�LQ�WKH�FDVH�RI �7XUHVSDQD��6SDQLVK�WRXULVP�RUJDQL-

SATISfAcTIon, IMAGe, LoYALTY And QuALITY174

zation), the typical lines of action for a marketing plan are: 1. Market surveys, 2. brand image and communication, 3. development of the product and marketing, 4. on-line marketing, 5. Managerial excellence, DQG����&ULVLV�0DQDJHPHQW���3OXPHG�/DVDUWH�������9RO����63HFLDO�,VVXH��ITc’ 11) In contrast to Turespana’s marketing approach, Serbian na-tional Tourism organization has limited use of market research tools. The organizational structure proposed in the Strategic Marketing Plan �DWWDFKPHQW�RI �WKH�6WUDWHJ\�RI �7RXULVP�'HYHORSPHQW�RI �WKH�5HSXEOLF�of Serbia), plans for 4 functional services: 1. Marketing infrastructure, 2. communication system, 3. System of sales and commercialization, DQG����,QWHUQDO�PDUNHWLQJ�KXPDQ�UHVRXUFHV���+RUZDWK�&RQVXOWLQJ�=D-greb and economic faculty belgrade, 2006)

DMO Service quality Destination (brand) loyalty Destination (brand) Image

��Leadership��Strategy and Planning��People��Partnerships and re-

sources��Processes��citizen/customer

oriented results��People results��Social responsibility

and environmental sustainability results��Key performance

results: degree of market internation-DOL]DWLRQ��GRPHWLF�LQ-ternational, global), dMo budget/over-nights ratio, percent-age of budget used for promotional ac-tivities,��use of social media��crisis Management

System

��Place dependence��Place identity��behavioral intention��uniqueness of the desti-

nation��Authenticity

��old-fashioned/ dusty vs. Aesthetically attractive��boring vs. Inspiring��relaxing vs. Stressful��hospitable vs. unfriendly��family friendly vs. Alter-

native��Authentic/ original/real

vs. fake��overrun vs. enjoyable��convivial vs. cold��easygoing/ unconven-

tional vs. elitist��conservative vs. inno-

vative��reserved vs. outgoing��cultivated vs. ignorant��Safe vs. dangerous��romantic vs. down-to

earth��environmentally aware vs.

unsustainable��chick/happening vs. out-

dated��exclusive vs. value for

money��cosmopolitan vs. pro-

vincial��harmonious vs. distorted��Lively vs. quiet

FIGURE 3: Elements of DMO service quality, destination (brand) loyalty and destination (brand) image

Adapted from (European CAF Resource Centre, 2013), (Su, Cheng, & Huang, 2011), (Bieger & Laesser, 1998) and expanded with original research

PAunoVI! 175

destination branding is a daunting task, even for experienced mar-keting professionals, because of the complexity of the process, and WKH�YDULHW\�RI �SXEOLF�DQG�SULYDWH�VWDNHKROGHUV�LQYROYHG���.KDQQD��������,W�LV�HVSHFLDOO\�FKDOOHQJLQJ�LQ�WKH�SRVW�FRQÁLFW�VRFLHWLHV��VXFK�DV�DOO�RI �the ex-Yu countries, including Serbia. Gould emphasized the impor-tance of rebranding and giving a destination brand new boost in the SRVW�FRQÁLFW�VRFLHWLHV��7KH�FDVH�RI �1RUWKHUQ�,UHODQG�VKRZV�WKDW�SRVW�FRQÁLFW�VRFLHWLHV�KDYH�FKDOOHQJHV�LQ�ERWK�FUHDWLQJ�WKH�QDWLRQDO�LGHQWLW\��DQG�PRYLQJ�RQ�IURP�WKH�QHJDWLYH�LPDJHV���*RXOG��������7KH�WRXULVP�marketing in the South-east europe has focused in the previous years, and still focuses on distancing from the term balkan. Slovenian tour-ism has focused on the market segmentation approach, with targeted messages to promote the 5 tourism clusters. croatia’s tourism embrac-es the Mediterranean identity, and promotes mainly the coastal area. �+DOO��������6HUELD·V�WRXULVP��VLPLODUO\�WR�&URDWLD·V�WULHV�WR�GLVWDQFH�LW-self from the term balkan and promotes itself as the country on the danube. As o’connor and o’Leary point out, celebrity association is established as one of the most popular tools of contemporary adver-tising. however, before engaging in the process of choosing the ce-lebrity and building strong associations between the brand and the ce-lebrity, dMo needs to understand the perceived image characteristics RI �ERWK�WKH�GHVWLQDWLRQ�DQG�WKH�FHOHEULW\���2·&RQQRU��2·/HDU\��7KH�Importance of celebrity Association in Tourism destination brand-ing, 2012 Vol. 3 no. 3) Suarez proposes using complete sentences for EHQFKPDUNLQJ�WKH�LPDJH�FRPSRQHQWV��H�J��,W·V�D�UXVWLF�SODFH�ZLWK�TXDO-LW\�DFFRPPRGDWLRQ����ZLWK���SRLQW�/LFNHUW�VFDOH���6XDUH]�������9RO����no. 1) however we proposed using 40 simple words to denote the destination image. They are paired in 20 dichotomies in order to avoid WLUHGQHVV�ZLWK�WKH�TXHVWLRQQDLUH��ZLWK���SRLQW�/LFNHUW�VFDOH��VDIH�GDQ-gerous, boring-inspiring, etc.).

AnALYSIS of fIndInGS

PcA results:�� )DFWRU����&OHDQOLQHVV���������6DIHW\�VHFXULW\���������7UDQVSRUWD-WLRQ���������+RVSLWDOLW\�RI �SRSXODWLRQ���������1DWXUH���������3UR-IHVVLRQDOLVP�RI �VHUYLFH���������&XOWXUH����������$WWUDFWLRQV���������H[SODLQV��������RI �YDULDQFH�

�� )DFWRU����9DULHW\�RI �RIIHUV���������1LJKWOLIH���������&XVWRPHU�RUL-HQWDWLRQ���������)RRG���������$WWUDFWLRQV���������$FFRPPRGDWLRQ���������H[SODLQV��������RI �YDULDQFH�

�� )DFWRU����$FFRPPRGDWLRQ����������)RRG����������+LVWRU\���������H[SODLQV��������RI �YDULDQFH�

SATISfAcTIon, IMAGe, LoYALTY And QuALITY176

�� )DFWRU����1DWXUH���������H[SODLQV������RI �YDULDQFH�factors with eigenvalues over 1 were considered important and se-

lected. All of the factor loadings that were under 0.6 were disregarded.The Principal component Analysis demonstrated that the factors

that account for around 45%, and are thus the most important ones are: cleanliness, safety/security, transportation, hospitality, nature, pro-fessionalism of service, culture and attractions. It is interesting to note WKDW�FDWHJRU\�SURIHVVLRQDOLVP�RI �VHUYLFH��RU�VHUYLFH�TXDOLW\��DV�GLVFXVVHG�HDUOLHU��KDV�YHU\�VWURQJ�LQÁXHQFH�RQ�WKH�WRXULVP�VDWLVIDFWLRQ�7KH�RQH�FDWHJRU\�WKDW�KDV�WKH�OHDVW�LQÁXHQFH�RQ�WKH�WRXULVP�VDWLV-

faction is: history. It is the only category that shows only in the cate-JRU\����ZKLFK�GHPRQVWUDWHV�LWV�ZHDN�LQÁXHQFH�RQ�WKH�WRXULVW�VDWLVIDF-tion. on the other hand, similar categories like culture and attractions LQÁXHQFH�YHU\�VWURQJO\�WRXULVW�VDWLVIDFWLRQ�

Tourist satisfaction has cognitive and emotional aspects which can-not be easily measured. As evidenced in the tourism literature and our primary research, the essential part of the tourist satisfaction is always satisfaction with the human contact, and the perception of the peo-ple on the destination. Those components are: safety, hospitality, and professionalism.

Tourist satisfaction, although one of the most important bench-marks for destination competitiveness, should not be considered with-out consideration of other related marketing tools such as destination loyalty, destination image and service quality. Moreover, mediating role of tourist satisfaction between service quality and destination loyalty is well documented in the literature.

dMo service quality should be managed in a transparent way in order to track performance of one of the single strongest factors in-ÁXHQFLQJ�WRXULVW�VDWLVIDFWLRQ��7KHUH�DUH�PDQ\�TXDOLW\�PDQDJHPHQW�LQL-tiatives today, however one of the most suitable ones for public sector is cAf-common Assessment framework.

destination image and loyalty are tools that help dMo’s focus its promotional efforts effectively, and position its destination brand in the minds of tourists and potential tourists. however, as evidenced in WKH�SULPDU\�UHVHDUFK��WKH�LQÁXHQFH�RI �WKH�WRXULVW�VDWLVIDFWLRQ�RQ�WKH�EUDQG�OR\DOW\�LV�VRPHWLPHV�RI �VHFRQGDU\�LPSRUWDQFH��H�J��ZKHQ�SHRSOH�visit relatives and friends). on the other hand dMos are not only in-terested in the repeat travel of loyal tourists, but also in attracting new tourists and exploring untapped markets.

PAunoVI! 177

FIGURE 4: Principal Component Analysis Results

concLuSIonS And recoMMendATIonS

Satisfaction of tourists with the different aspects of the tourism offer is crucial for profound understanding of the tourism demand. In contrast to the market segmentation approach, analysis of satisfac-tion focuses more on the perceived characteristics of the destination. It can go deeper into the perception of the tourists, and help under-stand the perceived strengths and weaknesses of the destination. It enables evidence based creation and/or positioning of the brand in the minds of consumers.

factors like cleanliness, safety/security, transportation, hospitality of population, nature, professionalism of service, culture and attrac-

SATISfAcTIon, IMAGe, LoYALTY And QuALITY���

WLRQV�DOO�LQÁXHQFH�JUHDWO\�WRXULVW�VDWLVIDFWLRQ��7KHVH�IDFWRUV�VKRXOG�EH�given priority in the development of tourist products. on the other KDQG��KLVWRU\�DV�D�VHSDUDWH�FDWHJRU\�LQÁXHQFHV�WKH�OHDVW�WRXULVW�VDW-isfaction. It should be integrated into other categories, like culture and attractions in order to add value and contribute to tourist satis-faction effectively.

future research of tourist satisfaction should also include detailed analysis of brand image, brand loyalty and dMo service quality. dMo service quality should be an important subcategory of general service quality satisfaction in the questionnaire, in order to track dMo per-formance and reach.

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Submitted: 30th January 2014Final version: 07th March 2014

Accepted: 28th March, 2014Refereed anonymously