Analysis of gender differences in destination decision-making: The case study of Zakynthos Island

Abstract

The process of tourist decision-making is heavily influenced by a number of external and internal factors, and can be interpreted only by using multidisciplinary theories and techniques in researches. The main goal of tourist s behavior analysis is to understand the motives and reasons of customer decisions during their choice of tourist destination. By getting to know the potential and existing customers, tourism companies can adjust the characteristics of their products. Higher customer satisfaction also means better the financial results. The research was conducted in the summer of 2013, through a structured questionnaire with 28 questions. The sample consists of 100 tourists, who visited the Greek island of Zakynthos as the customers of Rhapsody travel, tour operator from Belgrade, Serbia. The aim of this research is to determine the needs and motivation in the process of destination selection of tourists, who visited Zakynthos, and their comparison between genders. Data was processed with the IBM SPSS 19.0. software package for statistical research, through the Chi-Square statistical test. Results of the study showed that there are statistically significant differences only at the question categories of destination decision-making and expressing satisfaction and dissatisfaction.

Keywords

• tourism consumer's
• tourist's needs and motives
• customer behavior
• decision-making
• Zakynthos