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Is Visitor Satisfaction High Enough? A Case of Rural Tourism Destination, South Bohemia

Author

Listed:
  • Štumpf Petr

    (Ing. Ph.D., Assistant Professor, Department of Marketing, Trade, and Services, Faculty of Economics, University of West Bohemia in Plzeň, Czechia)

  • Janeček Petr

    (Ing. Ph.D., Assistant Professor, Department of Marketing, Trade, and Services, Faculty of Economics, University of West Bohemia in Plzeň, Czechia)

  • Vojtko Viktor

    (Ing. Ph.D., Assistant Professor Department of Geography Faculty of Education, University of South Bohemia in České Budějovice, Czechia)

Abstract

Satisfaction of visitors in tourism destinations is one of the most discussed topics in destination management and marketing. Many destinations report high satisfaction of their visitors. The objective of this study is to analyze overall satisfaction and satisfaction components in eleven tourism areas within South Bohemia, a typical Czech rural region, and to define the high level of satisfaction using benchmarking as a methodological approach. Using ANOVA and Pearson’s correlation, we identified the high level of satisfaction following the against-the-best benchmarking and the against-the-industry average approach. The results also show that perceived atmosphere in a destination, willingness to help and friendliness are the most significant components correlating with overall satisfaction.

Suggested Citation

  • Štumpf Petr & Janeček Petr & Vojtko Viktor, 2022. "Is Visitor Satisfaction High Enough? A Case of Rural Tourism Destination, South Bohemia," European Countryside, Sciendo, vol. 14(2), pages 346-362, June.
    • Handle: RePEc:vrs:eurcou:v:14:y:2022:i:2:p:346-362:n:1
    DOI: 10.2478/euco-2022-0017
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