DIFFERENCES IN PERCEIVING SOCIALLY RESPONSIBLE BEHAVIOUR BETWEEN FIRST-TIME AND MULTIPLE TIME VISITORS TO A DESTINATION: THE CASE OF THE GORIČKO NATURE PARK, SLOVENIA

Purpose – In this paper, we intended to a) identify factors of perceived destination image, and b) factors of perceived socially responsible behaviour among visitors to a destination, in which we differentiate between first-time- and multiple time visitors. Methodology – The empirical research is based on an opinion poll conducted in 2022 on two independent samples, a total of 422 visitors in the Goričko Nature Park in Slovenia. The Kolmogorov–Smirnov and Shapiro–Wilk tests were used to verify the normality of the data distribution. The factor analysis and the t-test for two independent samples (Mann-Whitney U-test) were used to test the research hypotheses, as the data were not distributed normally. The reliability analysis was done, too. Findings – Results show that differences exist in perceiving the destination image among visitors who visit the destination for the first-time and multiple time visitors: differences in perceived socially responsible behaviour were noticed in the tested groups of “economic” and “environmental” dimensions. No differences, surprisingly, were perceived in the field “social dimension”. Most items forming the economic, social, and environmental dimensions in revisiting tourists are expressed stronger as in the first-time visitors. Contribution – Results highlight items, which tourism destination managers can use for reducing problems of different visitor perceptions. Results also allow tourism destination managers to anticipate future needs and expectations of tourists.