Are Image and Quality of Tourist Services Strategic Determinants of Satisfaction? Millennials’ Perspective in Emerging Destinations

Irena Travar, Nikola Todorović, Sanja Pavlović and Eduardo Parra-López
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Irena Travar: Doctoral Program in Law, Society and Tourism, University of La Laguna, 38071 San Cristóbal de La Laguna, Spain
Nikola Todorović: Faculty of Geography, University of Belgrade, 11000 Belgrade, Serbia
Sanja Pavlović: Faculty of Geography, University of Belgrade, 11000 Belgrade, Serbia
Eduardo Parra-López: Department of Business Management and Economic History, Faculty of Economics, Business and Tourism, University of La Laguna, 38071 San Cristóbal de La Laguna, Spain

Administrative Sciences, 2022, vol. 12, issue 3, 1-26

Abstract: This study aims to investigate the level of satisfaction of foreign tourists, specifically millennials, based on different dimensions of destination image and the quality of the tourist services in Belgrade, the capital of the Republic of Serbia, as an emerging destination. Despite the tarnished image attached to the city after the Yugoslav Wars and the economic crisis in the 1990s, this emerging destination is becoming more popular among foreign visitors. A sample of 359 international tourists was surveyed. Structural equation modelling was used to test the relationships between the constructs. The results confirmed the positive effects of image and quality on satisfaction as well as a positive and direct effect of image on quality. Moreover, there was a partial mediation of quality between image and satisfaction. The findings have significant marketing and management implications for destination stakeholders. They provide useful insights for choosing effective strategies and an appropriate business tourism model in emerging destinations that can further help them to become more competitive.

Keywords: tourist satisfaction; destination image; quality services; millennials; emerging destination; Belgrade; Serbia (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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