Acta Univ. Bohem. Merid. 2023, 26(3):1-12 | DOI: 10.32725/acta.2023.0131430

Visitor Satisfaction with Cultural Attractions in Destinations of the Karlovy Vary Region

Petr Janeček1, Olga Martinčíková Sojková2, Lukáš Pichlík1
1 University of West Bohemia, Faculty of Economics, Department of Marketing, Trade and Services , Univerzitní 8, 301 00 Pilsen
2 University of West Bohemia, Faculty of Economics, Department of Economics and Quantitative Methods, Univerzitní 8, 301 00 Pilsen

Visitor satisfaction in a tourism destination is an essential key to success in the competition at the national and international level of tourism. This paper tents to investigate mainly the cultural potential and its impact on visitors, but general satisfaction and loyalty to destination is also very important topic. The quantitative research was conducted to test whether there are the statistically significant relationships between travel motive, frequency of visit, satisfaction of visit and intention to recommend and revisit the destination. The questionnaire survey was used for this purpose. The research sample was more than 1000 respondents in few touristic exposed places in Karlovy Vary region. The analysis is based on testing 4 hypotheses using chi-square test of dependence in tables. The research describes the state of tourist demand in 2022. The research confirms the crucial importance of satisfaction for tourism destination. This information should be used in destination management and marketing for increasing the visitors´ length of stay in destination, their loyalty and intention to revisit and also recommend the destination.

Keywords: Quality of services, satisfaction, loyalty, cultural attraction
JEL classification: L83, M10, M31

Received: October 23, 2023; Revised: October 23, 2023; Accepted: December 21, 2023; Published: December 21, 2023  Show citation

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Janeček, P., Martinčíková Sojková, O., & Pichlík, L. (2023). Visitor Satisfaction with Cultural Attractions in Destinations of the Karlovy Vary Region. Acta Universitatis Bohemiae Meridionalis, 26(3), 1-12. doi: 10.32725/acta.2023.013
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