Serbian Visitors’ Survey

Please help us serve you better!

Dear Visitor,

Thank you for visiting Serbia. In an effort to ensure that we meet your expectations and continually improve the value
of your trip to Serbia, please take a few moments to answer the following questions and leave the completed
questionnaire with us.
This survey is designed to evaluate tourists’ attitudes and opinions about Serbia as a tourist destination. The results of
the research will be only used for doctoral dissertation of the researcher. There will be no risk anticipated from
participating in the survey. Your response will remain anonymous and completely confidential, and your participation
in this study is strictly voluntary.
We know how valuable your time is and appreciate your making the effort to help us improve our service by
completing the questionnaire. Your participation in this survey is greatly appreciated, and your opinion and comments
will be of great value to us to serve you better.

Yours truly,

Tanja Armenski
Ph.D. Student
University of Novi Sad
Faculty of Science,
Department for Geography,
Tourism and Hotel Management
Serbia

E-mail:tanjaarma@yahoo.com
I About your Trip, Motivation and Source of Information

1. How many times have you visited Serbia?

□ First time □ 2-3 times □ 4-5 times □ More than 5 times

2. Is Serbia your primary destination of this trip?

□ Yes □ No If no, what is your final destination for this trip? Place_________State_________

3. How long do you plan to stay in Serbia?

□ Brief stop for gas, snack, restrooms, etc. □ Less than one day □ 1-2 days □ 3-4 days
□ 5-7 days □ A week □ More than a week

4. You are traveling

□ By yourself □ With your spouse □ With your family and children
□ With friends/relatives □ With business associates □ With a tour group

5. How do you travel to Serbia? (Check all that apply)

□ Auto only □ Air and Auto □Train □ Tour bus □ Motorcycles/bicycles
□ Taxi/limo □ Others (please specify)__________________________________________

6. What was your primary purpose to visit Serbia?

□ Vacation/pleasure/Leisure □ Business/professional □ Visit friends/relatives
□ Convention/Exhibition □ Wedding/Honeymoon □ Shopping
□ En route to somewhere else
□ Attend special events (wedding, funeral, family occasions, sports, concerts, etc.)
□ Others (please specify)____________________________________________________________

7. What places in Serbia have you visited?

Place 1_______________________Place 2___________________Place 3___________________Place 4__________________

8. What places in Serbia do you plan to visit during this trip?

Place 1_______________________Place 2 __________________ Place 3___________________ Place 4___________________

9. From where do you learn about Serbia? (Check all that apply)
□ Previous trip(s) □ Internet □ Brochures/travel guidebooks □ Film/ Documentary
□ Travel agent □ Word-of-mouth □ Advertisements
□ Tourist information □ Others (please specify)_______________________

10. Please rete the importance of the following information source when choosing a destination
1 - very unimportant 2 – unimportant 3 – neutral 4 – important 5- very important

Source of Information
Brochure/Travel Guide 1 2 3 4 5
Travel Book 1 2 3 4 5
Travel Magazine 1 2 3 4 5
Friend/Family Members 1 2 3 4 5
Local/National Tourism Office 1 2 3 4 5
Newspapers 1 2 3 4 5
Past Experience 1 2 3 4 5
Direct Mail from Destination 1 2 3 4 5
Travel Agency/Company 1 2 3 4 5
Television/Movies/Travel Channel 1 2 3 4 5
Internet/Website 1 2 3 4 5

11. Overall, how importance are information source in terms of influencing your decision to visit Serbia?
1 2 3 4 5
Very Unimportant Neutral Important Very Important
Unimportant
II. About your Perceptions and Impressions

1. Below is a list of Serbian features and activities. Please circle only ONE appropriate number that indicates how important
each attribute is to attract you to visit Serbia, and how satisfied you are with these attributes using the following scale:

Importance: 1 - very unimportant 2 – unimportant 3 – neutral 4 – important 5 - very important

Satisfaction: 1 - very dissatisfied 2 – dissatisfied 3 – neutral 4 – satisfied 5 - very satisfied

ATTRIBUTES IMPORTANCE SATISFACTION

Low → Mid → High Low → Mid → High
Accommodation
Variety of lodging options 1 2 3 4 5 1 2 3 4 5
Distinctiveness/uniqueness of lodging 1 2 3 4 5 1 2 3 4 5
Quality and cleanliness of lodging facilities 1 2 3 4 5 1 2 3 4 5
Service in lodging facilities 1 2 3 4 5 1 2 3 4 5
Reasonable price of accommodation 1 2 3 4 5 1 2 3 4 5
Dining
Variety of cuisine 1 2 3 4 5 1 2 3 4 5
Quality of food 1 2 3 4 5 1 2 3 4 5
Convenience of meals 1 2 3 4 5 1 2 3 4 5
Service in restaurants 1 2 3 4 5 1 2 3 4 5
Reasonable price of meals 1 2 3 4 5 1 2 3 4 5
Shopping
Variety of shops 1 2 3 4 5 1 2 3 4 5
Quality of merchandise 1 2 3 4 5 1 2 3 4 5
Friendliness of service 1 2 3 4 5 1 2 3 4 5
Reasonable price of merchandise 1 2 3 4 5 1 2 3 4 5
Attractions
Variety of historic/cultural sites 1 2 3 4 5 1 2 3 4 5
Variety of natural attractions 1 2 3 4 5 1 2 3 4 5
Variety of cultural options 1 2 3 4 5 1 2 3 4 5
Reasonable price of attractions 1 2 3 4 5 1 2 3 4 5
Activities and Events
Variety of outdoor recreation 1 2 3 4 5 1 2 3 4 5
Variety of spa/massage options 1 2 3 4 5 1 2 3 4 5
Variety of evening entertainment 1 2 3 4 5 1 2 3 4 5
Variety of special events/festivals 1 2 3 4 5 1 2 3 4 5
Reasonable price for activities and events 1 2 3 4 5 1 2 3 4 5
Environment
Safety and security 1 2 3 4 5 1 2 3 4 5
Cleanliness 1 2 3 4 5 1 2 3 4 5
Peaceful and restful atmosphere 1 2 3 4 5 1 2 3 4 5
Friendliness of local people 1 2 3 4 5 1 2 3 4 5
Accessibility
Ease of access 1 2 3 4 5 1 2 3 4 5
Convenience of local transportation, taxi 1 2 3 4 5 1 2 3 4 5
Availability of local parking 1 2 3 4 5 1 2 3 4 5
Availability of travel information 1 2 3 4 5 1 2 3 4 5
Helpfulness of tourism information center 1 2 3 4 5 1 2 3 4 5
2. Below is a list of statements assessing your perception of Serbia as a travel destination. Please circle only ONE appropriate
number that best represents your agreement with the statements on a scale of 1-5.

1 – Strongly Disagree 2 – Disagree 3 – Neutral 4 – Agree 5 – Strongly Agree

SERBIA OFFERS AGREEMENT

LOW→MID→HIGH
Distinctive history and heritage 1 2 3 4 5
Old cultural buildings 1 2 3 4 5
Interesting museums/exhibits 1 2 3 4 5
Intriguing West Eastern Europe culture 1 2 3 4 5
Appealing tram tour/carriage ride/train ride 1 2 3 4 5
Great place for soothing the mind and refreshing the
1 2 3 4 5
body
Relaxing day spa and healing getaway 1 2 3 4 5
Wonderful retreat from daily life 1 2 3 4 5
Family-friendly environment 1 2 3 4 5
Good variety of activities for children 1 2 3 4 5
Plentiful activities for both men and women 1 2 3 4 5
All the necessary components to attract seniors 1 2 3 4 5
Breathtaking scenery and natural attractions 1 2 3 4 5
Picturesque parks and lakes and rivers 1 2 3 4 5
Scenic mountains and valleys 1 2 3 4 5
Unspoiled wilderness and fascinating wildlife 1 2 3 4 5
Clean and tidy environment 1 2 3 4 5
Safe and secure environment 1 2 3 4 5
Restful atmosphere 1 2 3 4 5
Pleasant weather 1 2 3 4 5
Friendly and helpful local people 1 2 3 4 5
Diverse community for everyone 1 2 3 4 5
A “live and let live” openness to the community 1 2 3 4 5
Enormous opportunities for outdoor recreations 1 2 3 4 5
Exciting water sports/activities (boating, fishing, etc.) 1 2 3 4 5
Exciting winter sports/activities (skiing, snow boarding) 1 2 3 4 5
Terrific place for hiking/picnicking/camping/hunting 1 2 3 4 5
Wide variety of entertainment 1 2 3 4 5
Excellent quality and fun of nightlife 1 2 3 4 5
Tempting cultural events and festivals 1 2 3 4 5
Wide array of shows/exhibitions/fairs 1 2 3 4 5
Wide choice of accommodations 1 2 3 4 5
Wide selection of restaurants/cuisine 1 2 3 4 5
Wide variety of shop facilities 1 2 3 4 5
Exquisite local arts and crafts 1 2 3 4 5
Good value for money 1 2 3 4 5
Reasonable price for food and accommodation 1 2 3 4 5
Reasonable price for attractions and activities 1 2 3 4 5
Good bargain shopping 1 2 3 4 5
Easy access to the area 1 2 3 4 5
Easy-to-use and affordable trolley system 1 2 3 4 5
Well-communicated traffic flow and parking information 1 2 3 4 5
Traveler-friendly tourist information/welcome center 1 2 3 4 5
 Availability of travel information 1 2 3 4 5

III. About your attitude and intention

1. Below is a list of statements assessing your further intention about travel to Serbia. Please circle only
ONE appropriate number that best represents your agreement with the statements on scale of 1-5.

Behavior intention Most Most

Unlikely Likely
I intend to select Serbia as my travel destination in the future 1 2 3 4 5
I will recommend Serbia to others 1 2 3 4 5
I will revisit Serbia 1 2 3 4 5

2.You see and feel Serbia as

Very low Very high
Unejoyable 1 2 3 4 5 Enjoyable
Boring 1 2 3 4 5 Fun
Unpleasant 1 2 3 4 5 Pleasant
Harmfule 1 2 3 4 5 Beneficial
Unfavorable 1 2 3 4 5 Favorable

3. How would you rate your overall traveling experience in Serbia on a scale of 1 – 5?
1 2 3 4 5
Very Unsatisfie Neutra Satisfie Very Satisfied
Unsatisfied d l d

IV. About yourself

1. Your gender
□ Male □ Female

2. Your age group

□ Under 18 years old □ 19 – 29 years old □ 30 – 39 years old □ 40 – 49 years old
□ 50 - 59 years old □ 60 - 69 years old □ Over 70 years old

3. Your Nationality: ___________________; County of living___________________

4. Your highest level of education

□ Elementary school (Grade 1-8) □ High school / vocational school □ 2-year college
□ 4-year college □ Master’s degree □ Doctorate degree

5. Your current occupation

□ Management □ Administrative support □ Government/military
□ Professional and related □ Farming/fishing/forestry □ Installation/maintenance/repair
□ Transportation □ Sales and related □ Construction and related
□ Production □ Service □ Student
□ Self-employed □ Housewife □ Retired
□ Not in the workforce □ Others (please specify)_____________________

6. Your total annual household income (Please provide your best estimate.)
□ Under €1,000 □ €1,001 - €5,000 □ €5,001 - €10,000 □ €10,001 - €20,000
□ €20,001 - €30,000 □ €30,001 - €40,000 □ €40,001- €50,000 □ €50,001 - €60,000
□ €60,001 - €70,000 □ €70,001 - €80,000 □ €80,001- €90,000 □ €90,001 - €100,000
□ €100,000 and above

Please kindly return the completed questionnaire and

thank you so much for your help and cooperation!