Abstract
The level of consumer satisfaction is an important issue in marketing planning activities in theoretical and practical terms. Numerous studies have focused on the examination of factors about tourist satisfaction in the context of tourism destination marketing. It is especially important to consider certain questions regarding the marketing of sustainable tourism and factors of consumer satisfaction in this process. The subject of this paper is to determine the existence of substantial differences in the factors of satisfaction of certain groups of visitors that may affect the marketing planning of various forms of supply of sustainable tourism in the National Park 'Skadar Lake' (Montenegro). Examined were: the perceived importance of the elements of the tourist destination as a factor of satisfaction, the importance of the human factor and the availability of information for the level of overall satisfaction, the impact of age, gender and ways of organising visits to the perception of satisfaction regarding general and individual offers in the tourist destination. The survey was conducted using a questionnaire with closed questions on a sample of 55 visitors. After examining the results of the research, we can provide more observations for marketing planning of offers for sustainable tourism areas such as NP 'Skadar Lake', particularly with regard to the situation analysis, marketing strategy, marketing mix activities and control of the marketing plan. Marketing planning of sustainable tourism offers must be based on the desired relation between meeting the needs of consumers and taking into account the limitations of tourism development in protected areas. The key issue is to choose the institutional approach which provides a comprehensive marketing plan.
Highlights
Nivo zadovoljstva turističkih potrošača predstavlja važno pitanje u marketing menadžmentu turističke destinacije u teoretskom i praktičnom smislu
Ispitivani su: percipirani značaj elemenata turističke destinacije kao faktora zadovoljstva, značaj ljudskog faktora i dostupnosti informacija za nivo ukupnog zadovoljstva, uticaj starosne dobi, pola i načina organizovanja posjete na percepciju zadovoljstva u vezi opšte i pojedinačne ponude u turističkoj destinaciji
Kasnija shvatanje predmeta razmjene u turizmu i uloge potrošača usmjeravaju pažnju na interakciju konzumenta i pružaoca usluge kao koproizvođače turističkog proizvoda
Summary
Proučavanje potrošačkog zadovoljstva i nezadovoljstva je danas, u svojoj zreloj fazi. Ranija istraživanja zadovoljstva turističkih potrošača bila su uglavnom usmjerena na predmet razmjene i zadovoljstvo su tretirala kao isključivu ili dominantnu odgovornost pružaoca usluge odnosno da konzument u procesu usluživanja ima manje važnu uloga. Mjerenje zadovoljstva turističkih potrošača mora se zasnivati na mjerenju svake pojedinačne faze putovanja kako bi ocjenio ukupan nivo zadovoljstva sa ostvarenim turističkim iskustvom [9] Istražujući zadovoljstvo i nezadovoljstvo turista u odmarališnoj destinaciji, J. Potvrđena je hipoteza da faktori koji generišu zadovoljstvo i faktori koji generišu nezadovoljstvo nisu u korelaciji, što upućuje na dualnu dimenziju zadovoljstva turističkih potrošača. Nivo zadovoljstva u odnosu na osjećaj pravičnosti tokom grupne konzumacije usluge turističkog putovanja može varirati u onoj mjeri koliko putnici poštuju mišljenje vođe puta Hipoteza 5: Pol bitno utiče na percepciju zadovoljstva u vezi opšte i pojedinačne ponude u turističkoj destinaciji. Turisti koji posjećuju destinaciju posredstvom turističke agencije izražavaju niži nivo zadovoljstva opštom turističkom ponudom i pojedinačnim komponentama ponude u odnosu na individualne turiste
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