Island destinations' tourism offer - tourists' vs. residents' attitudes

Purpose – The intent of this paper is to provide empirical insights into the tourists’ and residents’ attitudes regarding islands tourism and its offer, using the Kvarner Bay islands (Lošinj and Rab) as a case study. Its purpose is to find out whether differences exist between tourists’ and residents’ level of satisfaction. The objective is to identify gaps between tourists’ satisfaction levels and residents’ ones, and, consequently, to identify critical element/s of the analysed destinations. Methodology – This paper uses the results of a comprehensive empirical study conducted in the spring, summer and autumn of 2011. The research was conducted using a questionnaire which was adapted to each target group: tourists and residents. Findings – Findings indicate that residents of the selected islands are more critical than tourists since they rated the tourism offer provided on their island with an overall average grade of 5.08 (Lošinj) and 4.63 (Rab), which are lower than the average rates given by tourists. The results identified those elements of the offer that could be improved in order to enhance the quality of life on islands and tourists’ overall satisfactory experience. Originality/contribution – The analysis of obtained results shows which elements of the tourism offer are considered as being the destination’s weak points by tourists and which are considered such by residents. In this sense, this study provides an important backdrop for the destination’s management; it allows a targeted dealing with their specific problems, thus increasing the level of tourists’ and residents’ satisfaction, and consequently also improving the economic effects of tourism.