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Foreign Tour Operators and Travel Agents Knowledge of a Potential Tourism Destination: The Vojvodina Region of Serbia

Author

Listed:
  • Ivo Mulec

    (TIMS, Faculty of Sport and Tourism, Serbia)

  • Nicholas Wise

    (Kent State University, USA)

Abstract

Vojvodina is an autonomous region of Serbia, and has the potential to become a successful tourism destination. Twenty years of changes have elapsed since the disintegration of Yugoslavia, and destination planners in Vojvodina are now looking to accommodate visitors and generate service related jobs. The method for collecting data was through survey responses from those in the travel industry. The objective for conducting this research is to analyze the knowledge and awareness of the developing destination of Vojvodina. From here, it is possible to get a sense of the region’s awareness, and role tour operators and travel agents act as opinion makers in promoting destinations to their clientele. Results suggest that Vojvodina is not known as a tourism destination among foreign travel experts; furthermore, this would suggest that their clientele base is not informed of this region of Serbia as a tourism destination. Although not known, this is better than having a negative image. With a non-image, tour operators and travel agents then have the ability to creatively market and promote an image that will generate further awareness of the Vojvodina region as an emerging tourism destination.

Suggested Citation

  • Ivo Mulec & Nicholas Wise, 2012. "Foreign Tour Operators and Travel Agents Knowledge of a Potential Tourism Destination: The Vojvodina Region of Serbia," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 10(2 (Summer), pages 171-187.
    • Handle: RePEc:mgt:youmgt:v:10:y:2012:i:2:p:171-187
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    Citations

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    Cited by:

    1. Nicholas Wise & Ivo Mulec & Tanja Armenski, 2017. "Towards a new local tourism economy: Understanding sense of community, social impacts and potential enterprise opportunities in PodgraÄ‘e BaÄ , Vojvodina, Serbia," Local Economy, London South Bank University, vol. 32(7), pages 656-677, November.
    2. Hailong Wu & Takamitsu Jimura, 2019. "Exploring an Importance–Performance Analysis approach to evaluate destination image," Local Economy, London South Bank University, vol. 34(7), pages 699-717, November.
    3. Kourkouridis Dimitris & Frangkopoulos Yannis & Dalkrani Vicky & Pozrikidis Kyriakos, 2017. "Familiarisation Trip - Fam Trip"; An Effective Tool for Touristic Promotion and Development. The Case of the Fam Trips organized by TIF-HELEXPO in the context of the International Tourism Exhibit," Tourism Research Institute, Journal of Tourism Research, vol. 16(1), pages 239-248, June.

    More about this item

    Keywords

    destination awareness; destination image; destination knowledge; Vojvodina region;
    All these keywords.

    JEL classification:

    • R - Urban, Rural, Regional, Real Estate, and Transportation Economics
    • Y - Miscellaneous Categories
    • Z - Other Special Topics

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