Abstract
This paper represents a case study examining perceptions about tourism and reactions of the local community and bank decision makers to its development. The survey method was applied to establish the community’s attitude towards the impact of tourism in different spheres of life in the Kopaonik National Park (Serbia). The sample of 195 adult respondents covered inhabitants of 16 communities located within the wider area of the national park. In parallel, the potential support of banks for tourism development was examined on a sample of 21 banks. The survey results identified strong positive attitudes towards tourism and the presence of tourists among the local population. Compared to other categories, the community’s members employed in tourism had more favorable perceptions of tourism. The findings of the study also revealed that younger and better educated members of the population had more positive attitudes towards tourism impacts. Certain independent economic variables (the impact of tourism on job creation) and non-economic ones (the impact of tourism on activities of the community, reactions to the presence of tourists) significantly predicted the community´s support for tourism. An analysis of potential bank support showed that future community involvement in the tourism industry should be initiated by an adequate approach and credit policy instruments in the wider area of the Kopaonik National park.
Highlights
A balanced and harmonious relationship between tourists and the community, as well as between them and organizations providing tourist services, constitutes the basis for the successful development of tourism [1]
In order to identify perceptions of the community regarding the influence of tourism in different spheres, 13 tourism impact variables were defined and classified into four categories. (Table 2)
As for the overall opinion about tourism in the future, the analysis revealed a more positive attitude among respondents not employed in the tourism industry than among members of the other surveyed group (Table 5)
Summary
A balanced and harmonious relationship between tourists and the community, as well as between them and organizations providing tourist services, constitutes the basis for the successful development of tourism [1] For this reason, academic attention in recent decades has largely been focused on the social impact of tourism and understanding the local community’s perception of this industry. The local community can view this industry in a negative light on account of environmental damage and harmful socio-cultural influences. This situation has been found in many local areas [9,10]. Andriotis and Vaughan [12] (p. 172) observe that “the balance of residents’ perceptions of the costs and benefits of tourism is a major factor in tourist satisfaction and is vital for success of the tourism industry”
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