engleski

Measuring satisfaction and experienced sentiments of website users when exploring Croatian gastronomic tourist offer

Purpose – this paper presents the importance and necessity of measuring satisfaction of website users with the texts presenting the Croatian gastronomic offer, and their experienced sentiments during and after browsing. The goal is to determine the influence of these texts on successful decision- making process when choosing Croatia as a gastronomic holiday destination. Methodology – the empirical research was done in February 2019 using a structured questionnaire which was distributed online. The acquired data was analyzed using the SPSS 21 Statistical package. The authors used Cronbach Alpha Coefficient to test the questionnaire validity, as well as Pearson´s Coefficient of Correlation, and T- Test and Levene´s Test for Equality for variances. Findings – By using Pearson´s Coefficient of Correlation a positive correlation had been determined indicating that the growth of satisfaction of website users with the texts will result in experiencing positive sentiments towards Croatia as destination. No that no statistically significant difference has been determined for satisfaction in relation to their monthly income. By using Ttest and Levene ´s Test for Equality of Variances a statistically significant difference for sentiments has been determing in relation to the respondent´s gender. A a statistically significant difference has been determined for positive sentiments in relation to the respondent ´s gender, which was not the case for satisfaction and gender. Contribution – The results enable better understanding of where to focus in text improvements (its quality, diversity, etc.). The main goal has to be better success in tourist offer promotion, and positive decision when choosing Croatia as a holiday destination.

gastronomy ; websites ; gastronomic offer ; Croatia ; measuring satisfaction ; measuring sentiments

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