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Cognitive Component of the Image of a Rural Tourism Destination as a Sustainable Development Potential

Author

Listed:
  • Ksenija Leković

    (Faculty of Economics in Subotica, University of Novi Sad, 24000 Subotica, Serbia)

  • Slavica Tomić

    (Faculty of Economics in Subotica, University of Novi Sad, 24000 Subotica, Serbia)

  • Dražen Marić

    (Faculty of Economics in Subotica, University of Novi Sad, 24000 Subotica, Serbia)

  • Nikola V. Ćurčić

    (Institute of Agricultural Economics, 11000 Belgrade, Serbia)

Abstract

Sustainable tourism should maintain a high level of tourist satisfaction, so identifying components of tourism destination image plays an important role in destination management and marketing. This study aims to explore issues related to the image of a rural tourism destination, with the focus on the cognitive component. It also aims to analyze three dimensions of the cognitive component: functional, mixed, and psychological. Furthermore, this study gives the answer to the question of which dimension of the cognitive component makes the most significant impact on the general image of a rural tourism destination. The sample comprised 562 respondents. Data analysis included exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM). The results indicate the existence of three dimensions of the cognitive component, and it can be concluded that the psychological dimension of the cognitive component has the most significant impact on the general image of a rural tourism destination.

Suggested Citation

  • Ksenija Leković & Slavica Tomić & Dražen Marić & Nikola V. Ćurčić, 2020. "Cognitive Component of the Image of a Rural Tourism Destination as a Sustainable Development Potential," Sustainability, MDPI, vol. 12(22), pages 1-12, November.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:22:p:9413-:d:443782
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    References listed on IDEAS

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