Analysis of satisfaction of tourists staying in Serbia

In contemporary conditions of doing business, customer satisfaction becomes more and more important as it has been considered as one of the most important factors for business success of organizations, while at the same time competitive advantage is reached once there is total satisfaction present. It is widely known that the total customer satisfaction is a source of competitive advantage of a company, because it implies that consumer expectations are exceeded and that this value has not been offered by competitors. Analysis of satisfaction in the tourism industry has its specific features related to the fact that tourist offer consists of wide spectrum of services and products, and that demands of tourists have become highly sophisticated. This paper offers the analysis of satisfaction of tourists staying in Serbia, based on the results of concrete empirical research. Firstly, the profile of tourists according to the demographic and economic characteristics and the travel motive has been presented. In particular, the results of testing the hypotheses on the existence of different levels of tourist satisfaction depending on their characteristics, and the characteristics of touristic products and services have been presented. Finally, the relevant marketing implications of these results have been outlined.