EXPLORATION OF TOURIST MOTIVATION AND PREFERRED ACTIVITIES IN RURAL AREAS
Keywords:rural tourism, motivation, preferred activities, Vojvodina Province, Serbia
The aim of this study was to determine the motives that attract tourists to visit rural areas in Vojvodina Province, Northern Serbia. The authors identified the motivation factors that push tourists to rural areas, the activities that tourists prefer on the destination, and the relationship between these two constructs—motivation and activity preferences. The questionnaire was filled in by 476 rural tourists who spent at least one night in rural accommodation facilities in Vojvodina. For data analysis, the authors used the following: descriptive statistics to provide the characteristics of the sample and general information regarding the variables, correlation analysis with reliability test to identify a relationship between individual items, and canonical correlation analysis to analyze the relationship among dependent and independent variables. The results of the research indicated that the rural environment was one of the primary reasons for choosing rural areas for holiday, but the possibility for adventure or taking adventure activities was the lowest between the motivational factors. The study revealed that there are correlations between the push and pull factors, i.e., that motivations and preferred activities are interlinked.
Cai, L. A. (2002). Cooperative branding for rural destinations. Annals of Tourism Research, 29(3), 720–742. https://doi.org/10.1016/S0160-7383(01)00080-9
Chen, J. S., & Hsu, C. H. C. (2000). Measurement of Korean Tourists’ Perceived Images of Overseas Destinations. Journal of Travel Research, 38(4), 411–416. https://doi.org/10.1177/004728750003800410
Chiang, C.-Y., & Jogaratnam, G. (2006). Why do women travel solo for purposes of leisure? Journal of Vacation Marketing, 12(1), 59–70. https://doi.org/10.1177/1356766706059041
Countryside Commission. (1995). Public attitudes to the countryside. Northampton, UK: Countryside Commission.
Crompton, J. (1979). An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image. Journal of Travel Research, 17(4), 18–23. https://doi.org/10.1177/004728757901700404
Demirović, D., Košić, K., Surd, V., Žunić, L., & Syromiatnikova, Y. A. (2017). Application of tourism destination competitiveness model on rural destinations. Journal of the Geographical Institute ”Jovan Cvijić” SASA, 67(3), 279–295. https://doi.org/10.2298/IJGI1703279D
Devesa, M., Laguna, M., & Palacios, A. (2010). The role of motivation in visitor satisfaction: Empirical evidence in rural tourism. Tourism Management, 31(4), 547–552. https://doi.org/10.1016/j.tourman.2009.06.006
Djenadić, M., Muhi, B., & Jovanović, D. V. (2016). Rural tourism – Serbia’s missed chance. Economics of Agriculture, 63(2), 515–529. https://doi.org/10.5937/ekoPolj1602515D
Federation Nationale des Syndicats d’Exploitants Agricoles. (1989). Les Touristes Francais en Espace Rural–Analyse Qualitative [French tourists in rural areas–Qualitative Analysis]. Paris, France: Federation Nationale des Syndicats d’Exploitants Agricoles.
Frochot, I. (2005). A benefit segmentation of tourists in rural areas: A Scottish perspective. Tourism Management, 26(3), 335–346. https://doi.org/10.1016/j.tourman.2003.11.016
Heitmann, S. (2011). Tourist behaviour and tourism motivation. In P. Robinson, S. Heitmann, & P. Dieke (Eds.), Research themes for tourism (pp. 31–44). Oxford, UK: CAB International.
Holloway, J. C. (2004). Marketing for Tourism. Harlow, UK: Prentice Hall.
Horner, S., & Swarbrooke, J. (2016). Consumer Behaviour in Tourism. Abingdon, UK; New York, NY: Routledge.
Huang, S. (2010). Measuring tourist motivation: Do scales matter? Tourismos: An International Multidisciplinary Journal of Tourism, 5(1), 153–162. Retrieved from https://core.ac.uk/download/pdf/12025220.pdf
Hyde, K. F. (2004). A duality in vacation decision making. In G. I. Crouch, R. R. Perdue, H. J. P. Timmermans, & M. Uysal (Eds.), Consumer Psychology of Tourism, Hospitality and Leisure (Vol. 3, pp. 161–180). Wallingford, UK; Cambridge, MA: CAB International.
Jang, S., & Wu, C.-M. E. (2006). Seniors’ travel motivation and the influential factors: An examination of Taiwanese seniors. Tourism Management, 27(2), 306–316. https://doi.org/10.1016/j.tourman.2004.11.006
Kim, K., & Jogaratnam, G. (2003). Activity preferences of Asian international and domestic American university students: An alternate basis for segmentation. Journal of Vacation Marketing, 9(3), 260–270. https://doi.org/10.1177/135676670300900305
Kim, M.-K. (2005). Determinants of rural tourism and modeling rural tourism demand in Korea (Unpublished doctoral dissertation). Michigan State University, Michigan.
Kim, N.-S., & Chalip, L. (2004). Why travel to the FIFA world cup? Effects of motives, background, interest, and constraints. Tourism Management, 25(6), 695–707. https://doi.org/10.1016/j.tourman.2003.08.011
Košić, K., Demirović, D., & Dragin, A. (2017). Living in a rural tourism destination – the local community’s perspective. In S. Marković, & D. Smolčić Jurdana (Eds.), ToSEE – Tourism in Southern and Eastern Europe 2017 – Conference Proceedings: Vol. 4. Tourism and Creative Industries: Trends and Challenges (pp. 267–278). Retrieved from https://tosee.fthm.hr/conference-proceedings/send/9-tourism-in-southern-and-eastern-europe-2017-conference-proceedings/154-living-in-a-rural-tourism-destination-the-local-community-s-perspective
Kozak, M. (2002). Comparative analysis of tourist motivations by nationality and destinations. Tourism Management, 23(3), 221–232. https://doi.org/10.1016/S0261-5177(01)00090-5
Littrell, M. A., Paige, R. C., & Song, K. (2004). Senior travellers: Tourism activities and shopping behaviours. Journal of Vacation Marketing, 10(4), 348–362. https://doi.org/10.1177/135676670401000406
March, R., & Woodside, A. G. (Eds.). (2005). Tourism Behaviour: Travellers’ Decisions and Actions. Wallingford, UK; Cambridge, MA: CABI Publishing.
Molera, L., & Albaladejo, I. P. (2007). Profiling Segments of Tourists in Rural Areas of South-Eastern Spain. Tourism Management, 28(3), 757–767. https://doi.org/10.1016/j.tourman.2006.05.006
Papatheodorou, A. (Ed.). (2006). Corporate Rivalry and Market Power: Competition Issues in the Tourism Industry. London, UK; New York, NY: IB Tauris & Co. Ltd.
Park, D.-B., & Yoon, Y.-S. (2009). Segmentation by motivation in rural tourism: A Korean case study. Tourism Management, 30(1), 99–108. https://doi.org/10.1016/j.tourman.2008.03.011
Pavlović, S., & Čavlin, G. (2014). Competitiveness of destinations within the rural tourism cluster: Zlatar, Zlatibor. Economics of Agriculture, 61(3), 603–614. https://doi.org/10.5937/ekoPolj1403603P
Pearce, P. L., & Lee, U.-I. (2005). Developing the travel career approach to tourism motivation. Journal of Travel Research, 43(3), 226–237. https://doi.org/10.1177/0047287504272020
Pesonen, J., & Komppula, R. (2010). Rural Wellbeing Tourism: Motivations and Expectations. Journal of Hospitality and Tourism Management, 17(1), 150–157. https://doi.org/10.1375/jhtm.17.1.150
Petrović, M. D., Vujko, A., Gajić, T., Vuković, D. B., Radovanović, M., Jovanović, J. M., & Vuković, N. (2018). Tourism as an Approach to Sustainable Rural Development in Post-Socialist Countries: A Comparative Study of Serbia and Slovenia. Sustainability, 10(1), 54. https://doi.org/10.3390/su10010054
Radović, G. (2016). Sources of finance for rural tourism in the Republic of Serbia. Economics of Agriculture, 63(3), 1053–1065. https://doi.org/10.5937/ekoPolj1603053R
Rittichainuwat, B. N., Qu, H., & Mongkhonvanit, C. (2008). Understanding the motivation of travelers on repeat visits to Thailand. Journal of Vacation Marketing, 14(1), 5–21. https://doi.org/10.1177/1356766707084216
Royo-Vela, M. (2009). Rural-cultural excursion conceptualization: A local tourism marketing management model based on tourist destination image measurement. Tourism Management, 30(3), 419–428. https://doi.org/10.1016/j.tourman.2008.07.013
SAS Institute. (2004). SAS/STAT 9.1 User’s Guide. Cary, NC: SAS Institute.
Sustainable Tourism for Rural Development joint UN Programme. (2011). Master plan održivog razvoja ruralnog turizma u Srbiji [Master plan of sustainable development of rural tourism in Serbia]. Belgrade, Serbia: UNWTO &Tourism & Leisure Advisory Services.
Todorović, M., & Bjeljac, Ž. (2009). Rural tourism in Serbia as a concept of development in undeveloped regions. Acta geographica Slovenica, 49(2), 453–473. https://doi.org/10.3986/AGS49208
Tyrväinen, L., Silvennoinen, H., Nousiainen, I., & Tahvanainen, L. (2001). Rural tourism in Finland: Tourists’ Expectation of Landscape and Environment. Scandinavian Journal of Hospitality and Tourism, 1(2), 133–149. https://doi.org/10.1080/150222501317244047
Vujko, A., Petrović, M. D., Dragosavac, M., & Gajić, T. (2016). Differences and similarities among rural tourism in Slovenia and Serbia – perceptions of the local tourism workers. Economics of Agriculture, 63(4), 1459–1469. https://doi.org/10.5937/ekoPolj1604459V
Vuković, P., Subić, J., & Cvijanović, D. (2014). Importance of education and training local population in process of development rural tourism in Serbia. Agrarian Economy and Rural Development – Realities and Perspectives for Romania, 5, 79–84. Retrieved from https://mpra.ub.uni-muenchen.de/61726/
How to Cite
Copyright (c) 2019 Journal of the Geographical Institute “Jovan Cvijić” SASA
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.