Motivacija hrvatskih turista za odabir Hrvatske kao turističke destinacije

master's thesis

• Title (english): Croatian tourists' motivation to choose Croatia as tourist destination
• Author: Paula Nejašmić
• Mentor: Petra Barišić (mentor); MBZ: 315083
• Committee member: Josip Mikulić (predsjednik povjerenstva)
• Committee member: Darko Prebežac (član povjerenstva)
• Committee member: Petra Barišić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Tourism); Zagreb
• Defense date and country: 2021-09-07, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Motivacija turista za odlazak na putovanje i odabir destinacije ima značajnu ulogu u samoj fazi kupovine turističkog proizvoda i/ili usluge, a odluka o odabiru destinacije predstavlja složeni proces. U Hrvatskoj, domaći turisti imaju manji udio u turističkim dolascima i noćenjima u usporedbi sa stranim turistima te iz te činjenice proizlazi i problem manjka znanstvenih i stručnih istraživačkih radova čija populacija obuhvaća upravo hrvatske turiste u Hrvatskoj. Stoga su ciljevi istraživanja ovog diplomskog rada: analizirati turističke motive isključivo domaćih turista u Hrvatskoj; analizirati reprezentativan uzorak domaćih turista koji putuju u Hrvatsku; otkriti jesu li ograničavajuće okolnosti zbog COVID-19 situacije imale utjecaj na odabir Hrvatske kao turističke destinacije. Metodologija istraživačkog dijela ovog diplomskog rada preuzeta je iz istraživanja TOMAS Ljeto 2010 s obzirom na to da ono ispituje i motivaciju domaćih i stranih turista zajedno. Upitnik, kreiran u Google Forms softveru, sastoji se od 14 pitanja zatvorenog tipa i jedne Likertove ljestvice, a uključuje namjerni, prigodni uzorak od 345 važećih odgovora domaćih turista. Podaci su se prikupljali putem društvenih mreža od rujna 2020. do svibnja 2021. Rezultati pokazuju kako je dominantan motiv odabira Hrvatske kao turističke destinacije među hrvatskim turistima pasivni odmor i opuštanje te da COVID-19 nije uopće utjecao na odluku za većinu ispitanika. Usporedbom prethodno provedenih istraživanja i ovog istraživačkog rada, može se zaključiti kako su motivi pasivnog odmora, gastronomije i posjeta prijateljima i rodbini zajednički za isključivo domaće te domaće i strane turiste u Hrvatskoj.

Abstract (english)

In the purchase decision stage of a tourist product and/or service, tourist motivation to travel and to choose a tourist destination has a significant role, while decision making of tourist destination choice presents a complex process. Furthermore, domestic tourists, in comparison to foreign ones, have a lower share in a total number of tourist arrivals and nights in Croatia. This fact causes the lack of scientific and professional research papers which focus on exclusively domestic tourists in Croatia. This paper aims to: analyze the tourist motives of only domestic tourists; analyze a representative sample of domestic tourists in Croatia; examine the impact of COVID-19 on choosing Croatia as a tourist destination among domestic tourists. The methodology of the research part of this master thesis is proposed by TOMAS Summer 2010 as it examines motivation of all tourists in Croatia. The questionnaire, which was created in Google Forms software, consists of 14 closed-ended questions and one 5-point Likert scale. It includes a simple random sample of 345 valid answers. The results have shown that the dominant motive while choosing Croatia as a tourist destination is non-active vacation and relaxation. According to the results, most of the respondents strongly disagree that COVID-19 had an impact on their decision while choosing Croatia as a tourist destination. In comparison to the previously conducted surveys, it can be concluded that motives of non-active vacation and relaxation, gastronomy and visiting friends and relatives is common for domestic and total tourists in Croatia.

• Keywords: motivacija turista; domaći turisti u Hrvatskoj; turistička destinacija; COVID-19
• Keywords (english): tourist motivation; domestic tourists in Croatia; tourist destination; COVID-19
• Language: croatian
• URN:NBN: urn:nbn:hr:148:361003
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-09-09 10:37:40