Towards developing a sustainable tourism destination: understanding motives of gold panning on the River Pek

Veljko Marinković; Darko Dimitrovski; Vladimir Senić

doi:10.7595/management.fon.2018.0013

Veljko Marinković University of Kragujevac, Faculty of Economics, Kragujevac, Serbia
Darko Dimitrovski University of Kragujevac, Faculty of Hotel Management and Tourism
Vladimir Senić University of Kragujevac, Faculty of Hotel Management and Tourism, Vrnjačka Banja, Serbia

DOI: https://doi.org/10.7595/management.fon.2018.0013

Abstract

Research question: The aim of the paper is to identify the statistically significant drivers for gold panning revisit intention at the River Pek in Serbia as one of the key factors in determining a positive effect on the destination’s economic sustainability. Motivation: The paper measures the effects of learning, socialization, nature and prestige and their influence on revisit intention. Idea: The core idea of this paper was to empirically evaluate the relationship between recogized tourism motivation as an independent variable and revisit intention as a dependent variable, given that revisit intention represents an important indicator regarding the sustainablity of an emerging tourist destination. Data: Empirical research was conducted on a sample of 230 respondents. A convenience sample was used and was constructed of people who had visited the River Pek as members of organized groups. Tools: Analysis of the data was conducted in SPSS and Amos. The statistical analysis was implemented in two steps. Since this model contains one dependent and four independent variables, its validity has been tested by means of a confirmatory factor analysis. In order to test the significance and strength of the effects independent of the dependent variable, a structural equation model was applied. Findings: The findings of the research suggest that two variables are statistically significant triggers of revisit intention – nature and prestige. Obviously, tourists are likely to engage in the activity of gold panning due to having a desire to experience something new and exciting, which is considerably different from their everyday activities, as well as from other types of tourism. Contribution: The main contribution of the study is to describe in more detail the concept of gold panning and its potential – as a form of niche tourism – to contribute towards establishing the River Pek as a sustainable tourist destination. The study also contributes to existing literature through the implementation of quantitative research of the motives for gold panning.

Author Biographies

Veljko Marinković, University of Kragujevac, Faculty of Economics, Kragujevac, Serbia

Veljko Marinkovic is an Associate Professor of Marketing Research and Consumer Behavior at the Faculty of Economics, University of Kragujevac, Serbia. He holds PhD in Business Management from the Faculty of Economics, University of Belgrade, Serbia. He is a member of the Presidency of the Serbian Marketing Association (SeMA). He has authored a number of articles in the leading International Journals (International Journal of Information Management, Online Information Review, International Journal of Tourism Research, Leisure Studies, Total Quality Management and Business Excellence, International Journal of Consumer Studies). His major interests are related to service quality, customer satisfaction and loyalty. He was member of Program or Organizing Committees of several Serbian or International Conferences. He was researcher in several projects in the field of marketing.

Darko Dimitrovski, University of Kragujevac, Faculty of Hotel Management and Tourism

Darko Dimitrovski is an Assistant Professor in the Faculty of Hotel Management and Tourism at the University in Kragujevac, Serbia. He holds Ph.D. in Geography from the University of Belgrade. He is member of few international associations (Association of Critical Heritage Studies, Regional studies Association, Serbian Marketing Association, etc). He has authored a number of articles in the leading peer reviewed international journals (Cities, Tourism Geographies, Journal of Travel and Tourism Marketing, Leisure Studies, British Food Journal, Tourism Management Perspectives, Tourism Review, Journal of Convention and Event Tourism and Marketing Intelligence & Planning). His research interest is largely focused on special interest tourism. He was engaged as researcher in several international tourism related projects.

Vladimir Senić, University of Kragujevac, Faculty of Hotel Management and Tourism, Vrnjačka Banja, Serbia

Vladimir Senić is a Full Professor with the Faculty of Hotel Management and Tourism in Vrnjačka Banja – University of Kragujevac. He completed undergraduate and graduate studies at the David Eccles School of Business – University of Utah and obtained PhD at the Faculty of Economics – University of Kragujevac. The main focus of his scientific work is primarily related to topics involving service quality, customer satisfaction, customer loyalty and recently the use of geographic information systems in everyday business activities of service companies. He is a member of the Serbian Marketing Association (SeMA).