Sanja Božić

Canyons and gorges as potential geotourism destinations inSerbia: comparative analysis from two perspectives – generalgeotourists’ and pure geotourists’

Abstract Serbia represents one of those countries which have not yet differentiated themselves on the world tourism map. However, it has an immense but still unrevealed potential for geotourism development. In this paper we analyzed several remarkable canyons and gorges of great scientific importance and geotourism potential. These sites include the Djerdap Gorge and Lazar River Canyon, located in Eastern Serbia and the Ovcar-Kablar Gorge and Uvac Canyon located in Western Serbia. One of the main goals of this paper was to analyze and compare the current state and tourism potential of these geosites by using the M-GAM model for geosite assessment. However, the principal aim of the paper is to analyze how important is each subindicator in the assessment process for different market segments. In this paper, we also analyzed how giving different importance to subindicators can influence the position of the geosites in the matrix indicating different assessment done by two chosen market segments. The research showed that general geotourists appreciate considerably different values when assessing a geosite in comparison to pure geotourists. The paper can be used as framework for developing the tourism management strategy of geosites taking into consideration the needs and preferences of the target market segments.

Gender, Age, and Education Effects on Travel-Related Behavior: Reports on Facebook

This study examines how travel-related patterns of behavior on Facebook (FB) differ among users of different gender, age, and education. The authors assumed that females, young, and more educated people are more active in using FB for travel-related purposes and that the results will show a significant difference in their travel-related behavior patterns. Data about respondent’s travel-related behavior on FB were collected through an online survey (Google Docs) through the FB page named “The research on behaviors of FB users.” The study applies the multivariate general linear model (GLM) on the data collected from the total of 793 respondents. The results show that travel-related statuses respondents post on FB are generally about their travel destination. The main findings indicate that women, more educated, and older people are the ones who are the most active in sharing their travel-related information and are therefore target groups for promoting travel destinations via electronic word of mouth (eWOM). The study suggests target groups for promoting travel destinations via eWOM and it is the first research of this type done on a Serbian sample.

Geosite Assessment Using Three Different Methods; a Comparative Study of the Krupaja and the Žagubica Springs – Hydrological Heritage of Serbia

Abstract Hydrological heritage is a relatively new concept in the field of geosite assessment. The principal aim of this study is to apply M-GAM (Modified geosite assessment model) for comparative analysis of the Krupaja spring and the Žagubica (Mlava) spring, located in Homolje area, in Eastern Serbia. According to the classification of geosites of Institute for Nature Conservation of Serbia, these sites are on the list of protected sites (“hydro(geo)logical” heritage sites) of extraordinary national importance; however, they still have not gained necessary recognition in Serbia. Thus, their assessment according to different target groups should provide a clearer picture of their current condition. As M-GAM considers that not all indicators for evaluation of geosites are of the same importance, this paper applies two methods for comparing and determining the importance of indicators and subindicators in the model (Analytical-hierarchy process (AHP) and descriptive statistics conducted by SPSS). Also, it is assumed that different target groups will give different importance to some indicators in the model, which would result in various evaluation scores for the same geosites. The paper also provides a comparative analysis of the assessment carried out by two different target groups – potential geotourists and geoexperts. The results obtained by AHP and descriptive statistics are quite similar, which confirms the reliability of respondents’ answers and the results gained. The analyzed sites are differently positioned in the evaluation matrix, and implications are further discussed in the paper.

THE PERCEPTION OF UNETHICAL ISSUES IN SELECTED THAILAND TOURIST AREAS: MEASURING THE ATTITUDES OF FOREIGN TOURISM STUDENTS

The principal aim of the paper was to examine what kind of experience international exchange students, as future professionals in tourism industry, gained during their study at the Faculty of Hospitality and Tourism in Phuket, Thailand. Thus, the paper deals with how often they encountered the unethical issues in the tourism industry, and how these issues affect their perception of the image of Thailand as a tourist destination. The paper also explores how formal education in Tourism ethics affects the perception of Thailand tourism unethical practices, and as such, it is one of the first studies in this field. In addition, the paper intends to show if there is a relationship between formal education in Ethics in tourism and the respondents’ experience and perception of unethical issues. The results show that these unethical issues have the significant and very strong influence on tourism perception of Thailand with a special emphasis on exploitation of women and children in sex tourism. Also, the study indicates that respondents who have a formal education in Ethics were more aware and had a clearer picture of the negative effect of these unethical issues on the image of Thailand as a destination.

Influence of users’ psychosocial traits on Facebook travel–related behavior patterns

The principal aim of the article was to explore the psychological aspects of Facebook (FB) users’ travel-related behavior on FB. This especially refers to the time they post their travel-related information, the type of information they post (photos, videos, comments, etc.), when they watch the photos of other people, are they keen to post the information when their impressions are positive or negative, and what level of privacy they keep (with whom they are sharing travel-related information). A total of 804 general FB users from Serbia were included in the study. Analysis of the relationship between travel-related behavior on FB and the different psychosocial aspects of FB use (PSAFU) can be of great importance for online destination marketing. This could help in identifying the patterns of tourists’ FB behavior that result in sharing their travel experiences via electronic word-of-mouth as well as in predicting the FB behavior of future tourists. The study revealed that all analyzed dimensions of PSAFU are related to certain travel-related behavior on FB, explained from 1.9% to 13.7% of these behaviors. The strongest and most consistent predictor of travel-related FB behaviors was ‘Virtual self’ dimension. On contrary, the study showed that Compensatory use of FB is not related to travel-related behavior on FB to a great extent, thus is not of much interest to destination marketers. The further implications are discussed in the article.

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.

Senior tourists’ preferences in the developing countries – measuring perceptions of Serbian potential senior market

Abstract Senior leisure travel became a significant part of the global tourism market, and developing countries with lower GNP, such as South-East European countries, are also part of this trend. The principal aim of the paper was to explore the senior tourists’ preferences (choice of destination, transport, and accommodation), their travel motivation, and travel limitations of this fast-growing market with immense potential in this country. A questionnaire was used to collect data from 320 senior tourists in the five biggest cities of Serbia. The results indicate spa and mountain centres as preferable travel destinations among the potential senior tourists in Serbia, while the major factors for choosing a destination showed to be travel costs, climate conditions, and destination proximity. The research findings also showed that the principal travel motives are rest and relaxation and health improvement, and in connection to this, the most preferable activities on the destination are engagement in spa and medical treatments and spending time in unspoiled nature. Moreover, the study indicates financial difficulties and health concerns as the major travel barriers of potential senior market in Serbia. The research findings can be used as a framework for all tourism stakeholders involved in tailoring a specific tourism product for Serbian senior travel market.