Enhancing Tourist Satisfaction Through the 4As Framework and Digital Engagement: Lessons from Serbia

Tamara Gajić, Dragan Vukolić (), Momčilo Conić, Kliment Naumov, Ivica Zdravković and Nikola Petković
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Tamara Gajić: Geographical Institute Jovan Cvijić, Serbian Academy of Sciences and Arts, 11000 Belgrade, Serbia
Dragan Vukolić: Faculty of Tourism and Hotel Management, University of Business Studies, 78000 Banja Luka, Bosnia and Herzegovina
Momčilo Conić: Faculty of Organizational Studies Eduka, University of Business Academy in Novi Sad, 11000 Belgrade, Serbia
Kliment Naumov: Faculty of Tourism and Hospitality, Ohrid, University St. Kliment Ohridski, 6000 Bitola, North Macedonia
Ivica Zdravković: Department of Leskovac Vocational College, Academy of Vocational Studies Southern Serbia, 16000 Leskovac, Serbia
Nikola Petković: Department of Leskovac Vocational College, Academy of Vocational Studies Southern Serbia, 16000 Leskovac, Serbia

Tourism and Hospitality, 2025, vol. 6, issue 5, 1-30

Abstract: This paper studies the connection between the 4As factors and tourist satisfaction and evaluates the impact of digital interaction that can either strengthen or weaken the effect of these factors. The study has been conducted in five major tourist destinations in Serbia with 577 tourists as the sample, who used high category hotels. Bayesian statistics allowed a specific evaluation of the effects of predictors and the effects of moderation. The findings reveal that all the 4As determinants are important predictors of tourist satisfaction with attractions and amenities playing the strongest roles. Digital interaction: Digital interactions will become a major mediator of its presence, with an amplification of the effect of ancillary services and accessibility in the case of attractions and amenities, and a dependent effect on the perceptions of authenticity and technological literacy by the tourists. The research is relevant to the theoretical discussion on the impact of digitalization in tourism because it extends the concept of the 4As framework by providing it with a digital aspect. Practical implications show that there is a necessity to introduce a balance between digital and physical aspects of the tourist experience to maximize visitor satisfaction.

Keywords: tourist satisfaction; 4As framework; digital engagement; smart tourism; Serbia (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2025
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