Naslov (srp)

Uticaj kvaliteta gastronomske usluge na zadovoljstvo turista generacije „Z” i njihovu nameru da preporuče agroturistička gazdinstva putem eWOM-a

Autor

Vukolić, Dragan, 1989-

Doprinosi

Gajić, Tamara, 1977-
Cvijanović, Drago, 1960-
Petrović, Marko, 1986-
Sekulić, Dejan, 1983-

Opis (srp)

Predmet proučavanja doktorske disertacije jeste kvalitet gastronomske usluge u agroturističkim gazdinstvima. Osnovni razlog za izučavanje ove problematike nalazi se u činjenici da Republika Srbija raspolaže značajnim resursima za razvoj agroturizma i njegove gastronomske usluge. Osnovni cilj doktorske disertacije je da se istraži uticaj kvaliteta gastronomske usluge na zadovoljstvo turista generacije „Z” i njihovu nameru da preporuče agroturistička gazdinstva putem eWOM-a. Takođe ciljevi istraživanja se odnose na utvrđivanje uticaja različitih dimenzija kvaliteta gastronomske usluge u agroturističkim gazdinstvima na zadovoljstvo turista generacije „Z”, uticaj dimenzija kvaliteta gastronomske usluge (opipljivost, pouzdanost, odgovornost, sigurnost i empatija) posredstvom zadovoljstva na nameru turista da preporuče agroturistička gazdinstva putem eWOM-a, te da se utvrdi uticaj zadovoljstva turista, pripadnika generacije „Z” na njihovu nameru da preporuče posetu agroturističkim gazdinstavima putem eWOM-a. Istraživanje je sprovedeno tokom 2024. godine od januara do jula meseca na teritoriji Republike Srbije i to u opštinama Sremska Mitrovica, Šid, Bogatić, Sombor, Subotica, Golubac, Veliko Gradište, Aranđelovac, Kladovo, Knjaževac, Krupanj, Čajetina, Vrnjačka Banja, Kruševac i Vlasotince. U istraživanju je učestvovalo 243 ispitanika koji su bili turisti u agroturističkim gazdinstavima u ovim mestima. Treba istaći da su svi ispitanici pripadnici generacije „Z”, odnosno oni koji su rođeni između 1993. i 2005. godine. Za utvrđivanje kvaliteta gastronomske usluge u agroturističkim gazdinstvima, korišćen je DINSERV model a analiza dobijenih rezultata izvršena je u statističkom paketu SPSS-26 (engl. Statistical Package for Social Scienceѕ 26). Rezultati istraživanja ukazuju na to da kvalitet gastronomske usluge ima statistički značajan i pozitivan uticaj na zadovoljstvo turista „Z” generacije. Rezultati takođe, nedvosmisleno ukazuju na to da kvalitet gastronomske usluge ima uticaja na pripadnike „Z” generacije da preporuče drugima posetu agroturitičkim gazdinstvima putem eWOM-a. Na osnovu rezultata istraživanja se može zaključiti da pažnju treba usmeriti ka unapređenju kvaliteta gastronomske usluge u cilju razvoja agroturizma u Republici Srbiji. Praktičan doprinos disertacije ogleda se u unapređenju gastronomije i agroturizma u Republici Srbiji. Takođe, ovo istraživanje je značajano i relevantano za različite aktere u turističkoj delatnosti i proširuje postojeća znanja o ovoj temi.

Opis (srp)

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Opis (eng)

The subject of the study of the doctoral dissertation is the quality of gastronomic service in farm-stay tourism. The main reason for studying this problem lies in the fact that the Republic of Serbia has significant resources for the development of farm-stay tourism and its gastronomic services. The main goal of the doctoral dissertation is to investigate the influence of the quality of gastronomic service on the satisfaction of tourists of generation "Z" and their intention to recommend farm-stay tourism through eWOM. Also, the objectives of the research are related to the determination of the impact of various dimensions of the quality of gastronomic service in farm-stay tourism on the satisfaction of tourists of generation "Z", the influence of the dimensions of the quality of gastronomic service (tangibility, reliability, responsibility, safety and empathy) through satisfaction on the intention of tourists to recommend farm-stay tourism through eWOM, and to determine the influence of the satisfaction of tourists, members of generation "Z" on their intention to recommend a visit to farm-stay tourism through eWOM. The research was conducted during 2024 from January to July on the territory of the Republic of Serbia in the municipalities of Sremska Mitrovica, Šid, Bogatić, Sombor, Subotica, Golubac, Veliko Gradište, Arandjelovac, Kladovo, Knjaževac, Krupanj, Čajetina, Vrnjačka Banja, Kruševac and Vlasotince. A total of 243 respondents, who were tourists at agritourism farms in these locations, participated in the research. It should be noted that all respondents are members of generation "Z", that is, those who were born between 1993 and 2005. To determine the quality of gastronomic service in farm-stay tourism, the DINSERV model was used, and the analysis of the obtained results was carried out in the statistical package SPSS-26 (Statistical Package for Social Sciences 26). The research results indicate that the quality of gastronomic service has a statistically significant and positive influence on the satisfaction of tourists of the "Z" generation. The results also unequivocally indicate that the quality of the gastronomic service has an influence on members of the "Z" generation to recommend to others a visit to farm-stay tourism through eWOM. Based on the results of the research, it can be concluded that attention should be directed towards improving the quality of gastronomic services in order to develop agritourism in the Republic of Serbia. The practical contribution of the dissertation is reflected in the improvement of gastronomy and agritourism in the Republic of Serbia. Also, this research is significant and relevant for various actors in the tourism industry and expands existing knowledge on this topic.

Jezik

srpski

Datum

2024

Licenca

Ovo delo je licencirano pod uslovima licence
Creative Commons CC BY-NC-ND 3.0 AT - Creative Commons Autorstvo - Nekomercijalno - Bez prerada 3.0 Austria License.

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