Ivana Blešić

BUSINESS TOURISM DESTINATION COMPETITIVENESS: A CASE OF VOJVODINA PROVINCE (SERBIA)

Abstract The main purpose of this article is to create model of business tourism destination competitiveness and test it on the example of Vojvodina Province, tourist cluster in Serbia, where business tourism is defined as one of key tourist products. The paper aims to examine in which areas Vojvodina Province is more competitive as a business tourism destination and where it is less competitive compared to“competitive set” of three chosen destinations. Also, this paper aims to test relationships between destination competitiveness determinants in order to determine the weakest point of Vojvodina Province business tourism competitiveness, and specifically the position of destination management. The study results indicate that two determinants: destination management and destination policy, planning and development are the weakest points of Vojvodina Province competitiveness, while highest ratings are assigned to core resources and attractors determinant. The results will be most valuable in assisting destination management organizations, tourism policy creators and tourism practitioners to better understand identified destination advantages and problems in business tourism and general tourism development in Vojvodina Province, and to formulate strategies to effectively manage destination disadvantages.

An importance-performance analysis of service quality in spa hotels

This paper identifies the results of a questionnaire designed to measure service quality in spa hotels in the Republic of Serbia. Service quality was measured with a model based on the original SERVQUAL model. Due to the fact that many previous research papers have shown that SERVQUAL is insufficient to identify and measure all determinants of service quality in hospitality, the original SERVQUAL model has been slightly changed. Namely, this modified version of SERVQUAL was adjusted to measure a large number of tangible and intangible elements of the service quality in spa hotels. Based on the research results, seven dimensions of the service quality were identified: assurance, food and benefits, empathy, entertainment, recreation facilities and wellness, responsiveness and reliability. After applying the modified SERVQUAL model, an Importance – Performance Analysis (IPA) was performed. By using an Importance – Performance Analysis (IPA), this paper examines the efficiency of hotel resources allocation and the possibility of designing management strategies to improve the quality of hotel service.

Residents’ Attitudes and Perception towards Tourism Development: A Case Study of Rural Tourism in Dragacevo, Serbia

Abstract This research examined the residents’ profile, attitudes, and perception towards tourism development based on 176 respondents interviewed. Residents’ attitudes toward tourism were measured by adapting 24 items from the Tourism Impact Attitude Scale developed by Lankford and Howard (1994). This study aimed at identifying the relationships between residents’ socio-economic and demographic attributes and their attitudes toward tourism by focusing on villages where tourism is in the development stage.

The motives for service users visiting the wellness centres in Slovenia

The word “wellness” is usually used to indicate a healthy balance of the mind, the body and the spirit that results in an overall feeling of the well-being. The wellness centers have become an inseparable part of the hotel facilities, at the instance of the users who come to these centers because of different motives. The purpose of this research is to examine the characteristics of a healthy-living market segment and its motivational behavior to wellness facilities in Slovenia. Hence, the objectives of this research are as follows: to identify the motivational characteristics of the tourists visiting the wellness centers and to study the relationship between the tourists’ healthy-living behavioral patterns and the motivational behavior in relation to the wellness facilities in Slovenia.

Managing the Shopping Center Ambience Attributes by Using Importance-Performance Analysis: The Case from Serbia

This paper examined customers’ perceived importance and performance of shopping center ambience on the examples of the Mercator shopping center and Sad Novi Bazaar shopping center in Novi Sad, Serbia. The shopping center ambience was examined through exterior and interior attributes. It was found that a number of them are very important to customers and their shopping behavior. According to the present research, the most important exterior attributes are: address and location, parking availability, congestion and traf c, exterior display windows and entrances. The most important interior attributes are: cleanliness, temperature, merchandise, lighting, music, scents, absence of tobacco smoke, width of aisles and P.A. usage. The paper also provided information for two studied shopping centers with ambience attributes that performed well or not and everything was presented on the importance-performance grids, which can serve managers as guidelines for further development.

An importance-performance analysis of destination competitiveness factors: case of Jablanica district in Serbia

Abstract The principal aim of this paper was to explore destination competitiveness factors of Jablanica District (Serbia), by examining the attitudes of tourists. For research purposes, 32 attributes of destination competitiveness were rated with two parallel five-point Likert type scales – one by which tourists rated the importance of the attribute and the other by which they expressed their satisfaction with the same. A total of 378 validly completed questionnaires were collected and served as a basis for data analysis. By using a factor analysis, the most important destination competitiveness factors were extracted. Based on this factor solution, Importance-Performance Analysis (I.P.A.) was performed. Using I.P.A., this article examines the efficiency of the resources allocation based on isolated factors, and the possibility of creating management strategies to improve the competitiveness of this destination. The results of this study indicate that the factors of food and environment are of primary importance for tourists when choosing this tourism destination. Research results will be of great importance for tourism managers in the destination, as well as for authorities of local governments in the district, to better understand strengths and weaknesses of identified competitiveness factors and utilise them as a starting point for tourism development.

The effect of service staff’s verbalized hospitality towards group diner’s additional purchases and tipping behaviour

ABSTRACT Verbal communication is the main form of personal interaction. This article presents evidence for the positive role of service staff’s verbalized hospitality on consumer behaviour. The principal aim of the study was to explore the effect of verbal attention on making additional purchases and tipping behaviour in three different countries (Sweden, England, and Serbia). Moreover, research investigated whether server gender, customer gender, and group size moderate the relationship between verbal attention, additional purchase, and tipping behaviour. For the purpose of the study, servers in casual dining restaurants either paid special verbal attention to group diners, or did not do so, before asking target questions. The results show that group diners in verbal attention conditions make additional purchases and leave tips more often. While group size moderates the relationship between verbal attention and additional purchase and tipping behaviour, such role was not confirmed in the case of server gender and customer gender. The theoretical and practical implications of verbal interaction between servers and customers are discussed, as well as differences in three analysed countries.

The Mystery of Vlach Magic in the Rural Areas of 21st century Serbia

Abstract This article offers an ethnographic exploration of the Vlachs in the Branicevo region of Serbia. The Vlachs rarely exist anywhere as a distinct ethnic group due to their permanent assimilation with other ethnic groups. The thing that has always been linked to the folklore of the Vlachs and still attracts a large number of people to come and visit some remote parts of Eastern Serbia is definitely a certain mystery which represents the essential part of the culture of this nation. Instances of Vlach magic can be seen in the Timok area, all over Eastern Serbia and across its borders. Vlach magic is a miracle or is miraculous, when looking at how long it has been present, its unique rituals, beliefs, shamans and spells. Vlach culture intertwined with pagan customs and interesting rituals, makes the municipalities in Eastern Serbia mysterious places in modern 21st century Europe, because the Vlachs are a mostly closed (endogamous) population which do not blend with people of other nationalities.