engleski

Which destination attributes matter to sun-and-sea tourists in Croatia? A relevance-determinance analysis

In this article we apply relevance-determinance analysis (RDA) to identify main strengths and weaknesses of Croatian sun-and-sea tourism. In the analysis, tourist-perceived importance of a set of destination attributes (i.e. relevance) is being compared with the attributes’ actual influence on the overall destination experience (i.e. determinance).In order to uncover urgent improvement priorities of Croatian sun-and-sea tourism, in this study relevance and determinance were examined simultaneously with tourist- perceived performance of the destination attributes. The data used for the analysis were obtained from an institutional survey conducted among tourists staying in one of seven Croatian coastal counties during the summer of 2010 (the TOMAS 2010 summer survey conducted by the Institute for Tourism – Zagreb). A stratified sample was used encompassing about 5, 000 tourists coming from 15 different countries. The relevance- determinance analysis provides interesting and valuable insight to policy-makers and stakeholders involved in summer tourism in Croatia.

sun-and-sea tourism; destination attributes; relevance-determinance analysis; Croatia

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