COMMUNITY SUPPORT FOR FAIRS AND TOURISM EVENTS AS A FACTOR IN DESTINATION POSITIONING

Nedeljko Prdić; Tamara Gajić; Jasmina Gligorijević

doi:10.59864/Oditor62601NP

Autori

Nedeljko Prdić JKP Tržnica, 4 Žike Popovića, SRB-21000 Novi Sad, Serbia Author https://orcid.org/0000-0003-3199-1188
Tamara Gajić Geographical Institute “Jovan Cvijić”, Serbian Academy of Sciences and Arts, Đure Jakšića 9, 11000 Belgrade, Serbia; Swiss School for Business and Management, Geneva, Switzerland Author https://orcid.org/0000-0003-3016-8368
Jasmina Gligorijević Faculty of Applied Sciences, Business Academy in Novi Sad Author https://orcid.org/0009-0003-1809-2054

DOI:

https://doi.org/10.59864/Oditor62601NP

Ključne reči:

podrška lokalne zajednice, sajmovi, turistički događaji, pozicioniranje destinacije

Apstrakt

Istraživanje se fokusira na razumevanje faktora koji utiču na podršku lokalnih stanovnika turističkim događajima, sa posebnim osvrtom na razlike između dva najveća urbana centra u Srbiji, Beograda i Novog Sada. Model teorije planiranog ponašanja (TPB) proširen je konstruktom identifikacije sa zajednicom, kako bi se obuhvatili i afektivni aspekti društvene uključenosti. Podaci su prikupljeni kombinacijom online i terenskog istraživanja, a ukupan uzorak obuhvatio je 968 ispitanika ravnomerno raspoređenih po gradovima. Pored tradicionalnih statističkih tehnika, primenjeni su i modeli mašinskog učenja, veštačke neuronske mreže (ANN) i XGBoost, kako bi se dodatno validirala struktura i značaj prediktora. Dodatna klasifikaciona analiza pokazala je da modeli mogu uspešno razlikovati ispitanike iz Beograda i Novog Sada na osnovu njihovih odgovora, što potvrđuje postojanje strukturnih razlika u stavovima i percepcijama. Dobijeni nalazi ukazuju na to da su stav, subjektivne norme, percipirana kontrola ponašanja i identifikacija sa zajednicom značajni prediktori podrške događajima, ali i da se relativna važnost ovih faktora razlikuje u zavisnosti od lokalnog konteksta. Istraživanje ukazuje na važnost osnaživanja lokalne zajednice i razvoja osećaja lične uključenosti, kao ključnih elemenata u jačanju imidža destinacije i održivom razvoju turističkih manifestacija.

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