Abstract
Tourist animation is a combination of services and content aimed at improving the overall experience of the tourist service. The purpose of animation activities is to provide the guest with more than anticipated, to outperform guests’ expectations. The importance and significance of the added value that is provided to guests is increasingly emphasized. This paper was designed to overcome the deficit of research conducted in the field of tourist animation, especially the part related to the influence on customer satisfaction and loyalty. The main purpose of this research was to identify the factors of guest satisfaction that are positively related to the loyalty of guests in the hotel industry in the Republic of Croatia, through a review of the literature and the theory of guest satisfaction. Therefore, an empirical study was conducted in order to examine the impact of animation program offerings on guest satisfaction and loyalty from a manager’s perspective using a qualitative study. From the collected and analyzed data, it is possible to presume that the quality of animation programs, animators, and communication with the guest has a positive effect on guest satisfaction. Also, it has been found that the offer of animation programs affects the return and loyalty of guests. Based on the results obtained at the end of the paper, guidelines for further development in this area are proposed. The contribution of this paper is reflected in the acquisition of new knowledge regarding the impact of animation programs on guest satisfaction and loyalty, with an emphasis on the comprehensiveness of animation programs.
Highlights
Animation, as an area of impact within the tourism activity and as a part of the tourist offer, was defined at the beginning of the industrial revolution and the first forms of tourist offer related to the time period from the beginning of the 20th century (Cerović, 2008, p. 45)
This paper was designed to overcome the deficit of research conducted in the field of tourist animation, especially the part related to the influence on customer satisfaction and loyalty
Sabol i Smajić (2013, p. 9) point out that the importance of tourist animation is confirmed by the fact that the tourist offer with targeted animation programs can be a decisive factor in choosing a destination and that it is viewed with equal importance as the choice of natural, cultural and gastronomic values
Summary
As an area of impact within the tourism activity and as a part of the tourist offer, was defined at the beginning of the industrial revolution and the first forms of tourist offer related to the time period from the beginning of the 20th century (Cerović, 2008, p. 45). To determine how animation programs affect the satisfaction of the guest and his loyalty and to enrich the field of scientific research of tourist animation. Scientific research in the field of tourist animation that examined the impact of animation programs on customer satisfaction and loyalty (Sabol i Smajić, 2013; Vidović, 2019; Cerović, 2008; Rončević et al, 2019; Mikulić i Prebežac, 2011; Getz, 2005; Glinia et al, 2001; Jadrešić, 2001; Corbaci, 1993; Anderson i Mittal, 2000; Demir i Demir, 2015; Perović et al, 2018; Peković et al, 2019; Antunac, 2001; Olah, 2016) have served as a foundation for the concept of this research
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