TOURISM IMAGE FACTORS OF JABLANICA DISTRICT IN SERBIA: PERCEPTION OF INTERNAL STAKEHOLDERS

Predrag Stamenković; Dragana Ilić

Predrag Stamenković Ph.D., assistant, HigherBusiness School of Professional Studies Leskovac
Dragana Ilić Higher Business School of Professional Studies in Leskovac

Abstract

The main objective of this paper is to identify and determine the significance of certain factors for tourism competitiveness in Jablanica District (Serbia). In this study we used a questionnaire in order to determine factors of image of Jablanica District tourist destination, by examining the attitudes of internal stakeholders (tourism managers and employees). For research purposes, 44 attributes of destination image were rated with a five-point Likert type scale. We collected a total of 91 validly completed questionnaires that were used in the statistical processing and data analysis. By using a factor analysis, the most important destination image factors were extracted: natural and cultural attractions, entertainment and catering facilities, economic and geographic accessibility, relaxation and recreation, pleasant environment, tourism infrastructure and superstructure. Based on this six-factor solution, T-test analysis and ANOVA were performed in order to determine the existence of statistically significant differences in the attitudes of internal stakeholders.

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