出版社：Economic Laboratory for Transition Research Podgorica
摘要：In the hotel industry, it is a well-known fact that, despite of quality and variety
of services provided, there is a low probability that the guests will return. This
research is focused on identifying the basic factors of the hotel offer, which
could determine the influence on the correlation between the guests’ satisfaction
and the probability of their return. The objective of the article is to explore
the relationship between the guests’ satisfaction with the quality hotel
services in total (including the tourist offer of the place) and the probability of
his return to the same destination. The questionnaire method was applied in
the survey, and the data were analysed based on factor analysis. Thereafter,
the model for forecasting the probability of the guests returning to the destination
was established, by using the example of Montenegrin tourism. The
model represents a defined framework for the guest’s decision-making process.
It identifies two main characteristics of guest experiences: satisfaction
and rated quality (of the destination’s overall hotel service and tourist offer).
The same model evaluates the impact of the above factors on the probability
of the guests’ returning to the same destination. The starting hypothesis was
the existence of a high degree of correlation between the guests’ satisfaction
(with the destination’s hotel services and tourist offer) and the probability of
returning to the selected Montenegrin destinations. The research confirmed
the above-mentioned hypothesis. The results have revealed that there are
significant differences in perceived quality, i.e. satisfaction between the target
groups of Eastern and Western European tourists.
关键词：consumer satisfaction;
quality;
marketing strategies;
tourism industry
