VISITING AND RE-VISITING TOURIST DESTINATION DUBROVNIK

Abstract

Purpose – According to the researchers there are different factors influence visiting and revisiting tourist destination. The paper present the results of the research referring to the customers satisfaction with the elements of tourist offer, as well as the factors important for the first visit and re-visit to the tourist destination Dubrovnik. The aim of the paper is to explore the customers' satisfaction with components of the tourist destination product and importance of chosen factors during the first visit and re-visit to the tourist destination Dubrovnik. Methodology – For the purpose of this paper the primary research has been carried out in Dubrovnik in 2018. including the sample of 420 tourists. The 25% of tourists have been re-visitors. The questionarre has had three different groups of questions. The first group of questions refered to the sociodemographic characteristics of respondents, the second to the source of information, third group of questions to the customers' satisfaction with elements of tourist offer and the fourth group of questions referred to the factors important for visiting and re-visiting tourist destination Dubrovnik. Findings – According to the data which has been collected in Dubrovnik there is no significant difference in customers' satisfaction level with accomodation facilities during the first visit and revisit. The similar situation is in the area of food and restaurants services, entertainment facilities and excursions, but there is a decreasing satisfaction with transport and shopping. It is also visible that the price of the tourist product is not the important element for first itme visitors and revisitors. Reducing the risk of an unsatisfactory experience is important for the first time visitors, and also for re-visitors to tourist destination Dubrovnik. To experience some aspects which were omitted on a previous visit is especially important for re-visitors. The return visitors have pointed out the importance of achieving some experience in a different/ new way and they have stated it as very high priority element. Contribution – The paper defines new elements important for re-visiting tourist destination Dubrovnik. The results of the primary reseach and provided recommendations based on the results of the research could be used in planning and creating tourist destination offer.