SATISFACTION AND LOYALTY AS INDICATORS OF THE QUALITY OF TOURISM PRODUCT ELEMENTS
Abstract
The continuous expansion and diversification of tourism in recent decades have led to this branch of industry to become one of the largest and fastest growing in the world. Well-planned tourism generates benefits to destinations by increased revenue from tourism and employment. In this connection, the quality of tourism services, and this is the tourists’ satisfaction with the quality of tourism services provided, as a precursor of loyalty, become crucial for the successful development of tourism. The subject of this research are satisfaction and loyalty as indicators of tourism product element quality. The aim of this study is to explore the connection between tourists’ satisfaction with the quality of catering services, accommodation services, transportation services and in terms of the specific tourism event with their age structure and region they visited, as well as the connection between satisfaction of tourists with the quality of the elements of the tourist product and loyalty. In order to achieve this objective, the sample included 381 respondents. Answers that are relevant for the analysis yielded 357 respondents. For statistical analysis, multivariate analysis of variance and discriminant analysis were used. Research results indicated that there were significant statistical differences between the age structure and tourists’ satisfaction, that these also corresponded to the region visited, and tourist loyalty depends on their satisfaction with the quality of elements of the tourist product.
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