摘要：The aim of this research is to measure the perception of services quality in rural tourism in the Republic of Serbia using the RURALQUAL scale,and to determine its factor structure as well. The research was conducted during January and February 2020,using the questionnaire technique,on a sample of 298 respondents. The findings of the descriptive statistical analysis indicate a high assessment of the perception of service quality in rural tourism in the Republic of Serbia,while professionalism and basic advantages were singled out as the most important dimensions of service quality. The assessment of the perception of the actually provided service is the lowest for the tangibility dimension. The principal components analysis singled out three factors that explain 57.87% of the variance. The principal components analysis findings,after rotation produced a clear factor structure with relatively high loading and minimal item overlap,indicating factor independence. Factors are marked as: professionalism and basic benefits;tangibility and reservation;complementary benefits and environment. Therefore,measuring the perception of service quality through the RURALQUAL scale can help owners of rural tourist lodgings in obtaining feedback on the quality service provided,in order to implement an adequate strategy to improve the quality of services in rural tourism. Research limitations are presented and recommendations for future research are given.
其他摘要：Cilj ovog istraživanja je merenje percepcije kvaliteta usluga u ruralnom turizmu Republike Srbije primenom RURALQUAL skale,kao i utvrđivanje njene faktorske strukture.Istraživanje je sprovedeno tokom januara i februara meseca 2020. godine,tehnikom upitnika, na uzorku od 298 ispitanika. Nalazi deskriptivne statističke analize ukazuju na visoku ocenu percepcije kvaliteta usluge u ruralnom turizmu Republike Srbije,dok se kao najvažnije dimenzije kvaliteta usluga izdvojile profesionalizam i osnovne prednosti. Ocena percepcije stvarno pružeme usluge najniža je za dimenziju opipljivost. Ekplorativna faktorska analiza izdvojila je tri faktora koji objašnjavaju 57.87% varijanse. Nalazi faktorske analize su nakon rotacije proizveli jasnu strukturu faktora sa relativno visokim loading-om i minimalnim preklapanjem stavki,što ukazuje na nezavisnost faktora. Faktori su označeni kao: profesionalizam i osnovne prednosti;opipljivost i rezervacija;komplementarne prednosti i okruženje. Dakle,merenje percepcije kvaliteta usluga putem RURALQUAL skale može pomoći vlasnicima ruralnih turističkih domaćinstava u dobijanju povratnih informacija o kvalitetu pružene usluge,a u cilju primene adekvatne strategije za unapređenje kvaliteta usluga u ruralnom turizmu. Predstavljena su ograničenja istraživanja i date preporuke za buduća istraživanja.
