Stereotypes and Prejudices as (Non) Attractors for Willingness to Revisit Tourist-Spatial Hotspots in Serbia

Tamara Gajić (), Ivana Blešić, Marko D. Petrović, Milan M. Radovanović, Filip Đoković, Dunja Demirović Bajrami, Sanja Kovačić, Ivana Jošanov Vrgović, Tatyana N. Tretyakova and Julia A. Syromiatnikova
Additional contact information
Tamara Gajić: Geographical Institute “Jovan Cvijić”, Serbian Academy of Sciences and Arts (SASA), 11000 Belgrade, Serbia
Ivana Blešić: Institute of Sports, Tourism and Service, South Ural State University, 454080 Chelyabinsk, Russia
Marko D. Petrović: Geographical Institute “Jovan Cvijić”, Serbian Academy of Sciences and Arts (SASA), 11000 Belgrade, Serbia
Milan M. Radovanović: Geographical Institute “Jovan Cvijić”, Serbian Academy of Sciences and Arts (SASA), 11000 Belgrade, Serbia
Filip Đoković: College of Organizational Studies—EDUKA, 11000 Belgrade, Serbia
Dunja Demirović Bajrami: Geographical Institute “Jovan Cvijić”, Serbian Academy of Sciences and Arts (SASA), 11000 Belgrade, Serbia
Sanja Kovačić: Institute of Sports, Tourism and Service, South Ural State University, 454080 Chelyabinsk, Russia
Ivana Jošanov Vrgović: College of Organizational Studies—EDUKA, 11000 Belgrade, Serbia
Tatyana N. Tretyakova: Institute of Sports, Tourism and Service, South Ural State University, 454080 Chelyabinsk, Russia
Julia A. Syromiatnikova: Institute of Sports, Tourism and Service, South Ural State University, 454080 Chelyabinsk, Russia

Sustainability, 2023, vol. 15, issue 6, 1-22

Abstract: Despite the fact that the topic of the influence of stereotypes and prejudices on the loyalty and willingness of tourists to visit a destination again is increasingly common in world publications, researchers have yet to examine this relationship. The aim of this research is precisely to assess the influence of stereotypes and prejudices (S&P) in the system of other attractors of tourist visits, on the loyalty and willingness of foreign visitors to revisit Serbia as a tourist destination. It is known that Serbia possesses large natural and anthropogenic resources as a basis for tourism development, but it is also known for numerous prejudices and stereotypes, which can potentially dictate loyalty to the destination and the behavior of tourists. The results obtained by the Path analysis show that stereotypes and prejudices, among 892 randomly selected foreign tourists, have a more significant direct influence on the dimensions of loyalty and revisiting Serbia compared to other factors. Further analysis showed that foreign tourists consider the Serbian people to be arrogant, with expressed nationalism and a preserved traditional social approach, as well as that middle-aged tourists show the highest loyalty and willingness to visit again after evaluating all the aforementioned factors. Limitations of the research were related to a lack of understanding of the language and non-cooperation on the part of the respondents. The results of the research have theoretical and applied importance as information for future research in Serbia and beyond, but also for improving the management strategy of tourism development.

Keywords: prejudice and stereotypes; attractors; loyalty; revisit; Serbia (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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