TOURIST PERCEPTION AS KEY INDICATOR OF DESTINATION COMPETITIVENESS/ПЕРЦЕПЦИЈА ТУРИСТА КАО КЉУЧНИ ПОКАЗАТЕЉ КОНКУРЕНТНОСТИ ТУРИСТИЧКЕ ДЕСТИНАЦИЈЕ
Abstract
The integrated tourist destination product creates the tourist experience, and its improvement contributes to the development and competitiveness of the destination. Therefore, the tourist experience can be considered as fundamental for the success of the tourist destination. The aim of this paper is to examine the relationship between integrated destination product and tourist destination competitiveness. The proposed approach is tested on the example of two destinations with different tourism performance in the tourism region of Western Serbia. In order to measure the visitors’ perceptions related to the tourist experience, survey method and t-test statistic were used. Obtained results confirmed significant difference in the assessment of integrated product of two destinations, which confirmed the starting hypothesis that perception of integrated destination product can be used as indicator of tourist destination competitiveness.
Key words: tourist destination product, product elements, tourist perception, competitiveness.
Обједињени производ туристичке дестинације ствара туристичко искуство, односно доживљај, а унапређење тог производа утиче на развој и конкурентност дестинације. Сходно томе, туристички доживљај представља фундаментални основ за конкурентност туристичке дестинације. Циљ овог рада је да испита однос између обједињеног производа туристичке дестинације и њене конкурентности. Предложени приступ је тестиран на примерима две дестинације у Туристичкој регији Западна Србија: Бајина Башта и Пријепоље. У циљу мерења туристичког опажања дестинацијског производа, заснованог на доживљају током боравка у дестинацији, коришћен је метод испитивања путем анкете и т-тест статистика. Добијени резултати потврдили су значајну статистичку разлику у оценама обједињеног туристичког производа две дестинације што је даље потврдило хипотезу да опажање о обједињеном производу туристичке дестинације, на основу доживљаја туриста, може бити коришћено као показатељ конкурентности туристичке дестинације.
Кључне речи: производ туристичке дестинације, елементи производа, туристичко опажање, конкурентност.
Keywords
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