<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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.</p>
</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.

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

Ing. Ph.D., Assistant Professor, Department of Marketing, Trade, and Services, Faculty of Economics

Ing. Ph.D., Assistant Professor Department of Geography Faculty of Education

University of South Bohemia in České Budějovice

European Countryside

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Satisfaction of visitors in tourism destinations is one of the most discussed topics in destination management and marketing. Many destinations report high...

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

Published Online: Jul 11, 2022

Page range: 346 - 362

Received: Oct 22, 2021

Accepted: Feb 11, 2022

DOI: https://doi.org/10.2478/euco-2022-0017

Keywords
Benchmarking, Czech Republic, Rural Area, South Bohemia, Tourism Destination, Visitor Satisfaction

© 2022 Petr Štumpf et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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

Published Online: Jul 11, 2022

Page range: 346 - 362

Received: Oct 22, 2021

Accepted: Feb 11, 2022

DOI: https://doi.org/10.2478/euco-2022-0017

KeywordsBenchmarking, Czech Republic, Rural Area, South Bohemia, Tourism Destination, Visitor Satisfaction

© 2022 Petr Štumpf et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Benchmarking, Czech Republic, Rural Area, South Bohemia, Tourism Destination, Visitor Satisfaction