1. SATISFACTION OF TOURISTS IN SERBIA, DESTINATION IMAGE, loyalty and dmo service quality
Author: Mr. Ivan Paunović, MBA, M.Sc
Doctoral studies student, Singidunum University, Belgrade, Serbia
Skype: paun.bg
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2. Introduction
DMO’s and other decision- makers in tourism need simple, usable quantitative benchmarking models
Cooper emphasizes that macro and micro environments are in a constant state of change and evolution, which makes important for decision makers to recognize the magnitude of the events shaping the future

3. Research questions
RQ1: What are the principal components of tourist satisfaction in Serbia?
RQ2: What is the mutual relation between service quality, tourist satisfaction, destination (brand) loyalty and destination (brand) image?
RQ3: What are the essential elements of the service quality, destination (brand) loyalty, and destination (brand) image?

4. Tourist satisfaction components-Principal component analysis
Component 1 2 3 4
Nature
.768
-.095
-.083
.626
Culture
-.723
.521
.268
.358
History
-.536
.495
.643
.127
SafetySecurity
.917
.032
.207
-.188
Food
.185
.686
-.663
-.222
Accomodation
.283
.630
-.709
.059
Nightlife
-.429
.795
.285
-.319
ProfessionalismOfService
.737
.502
.287
-.348
CustomerOrientation
.564
.759
.294
-.006
HospitalityOfPopulation
.796
.570
.146
-.020
Cleanliness
.949
-.047
.298
.050
Transportation
.861
.020
.408
Attractions
-.715
.641
.258
VarietyOfOffers
-.323
.879
-.310
.103
Extraction Method: Principal Component Analysis.
a. 4 components extracted.

5. the relation between tourist satisfaction, destination loyalty, IMAGE and DMO service quality
Destination (Brand) Image
Destination(Brand) Loyalty
Tourist Satisfaction
DMO Service Quality
There are many factors that influence the totality of the tourist experience, and satisfaction is only one of the tools to measure it, while other important tools are destination image, destination loyalty and service quality

6. Reasons for visiting Serbia as a tourist destination

7. Destination (brand) loyalty COMPONENTS
Strong national destination brands support the private companies in tourism-they act as umbrella brands
Dolnicar found strong evidence that one of the main drivers of airline carrier loyalty is the fact that it is the national carrier
Place dependence
Place identity
Behavioral intention
Uniqueness of the destination
Authenticity

8. Destination (brand) image
The WTTC forecasts that attractive brand image will be crucial for Serbia to succeed in tourism in the short- and medium-term.
Old-fashioned/ dusty vs. Aesthetically attractive
Boring vs. Inspiring
Relaxing vs. Stressful
Hospitable vs. Unfriendly
Family friendly vs. Alternative
Authentic/ original/real vs. fake
Overrun vs. Enjoyable
Convivial vs. cold
Easygoing/ unconventional vs. Elitist
Conservative vs. innovative
Reserved vs. Outgoing
Cultivated vs. ignorant
Safe vs. dangerous
Romantic vs. down-to earth
Environmentally aware vs. unsustainable
Chick/Happening vs. outdated
Exclusive vs. value for money
Cosmopolitan vs. provincial
Harmonious vs. distorted
Lively vs. quiet

9. PUBLIC INSTITUTION SERVICE QUALITY COMPONENTS proposed BY Common assessment framework
The principal component analysis demonstrated that professionalism of service (or service quality) has very strong influence on the tourism satisfaction

10. ADDITIONAL DMO SERVICE QUALITY COMPONENTS
Social responsibility and environmental sustainability results
Key performance results: degree of market internationalization (domestic international, global), DMO budget/overnights ratio, percentage of budget used for promotional activities,
Use of social media
Crisis Management System

11. Conclusions and recommendations
Tourist satisfaction has cognitive and emotional aspects which cannot be easily measured. As evidenced in the tourism literature and our primary research, the essential part of the tourist satisfaction is always satisfaction with the human contact, and the perception of the people on the destination. Those components are: safety, hospitality, and professionalism.

12. Conclusions and recommendations
Tourist satisfaction, although one of the most important benchmarks for destination competitiveness, should not be considered without consideration of other related marketing tools such as destination loyalty, destination image and service quality.
Destination (Brand) Image
Destination(Brand) Loyalty
Tourist Satisfaction
DMO Service Quality

13. Questions?
Thank you for your attention