2026-06-01T09:10:46.614Z http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai

ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai:2:1239 2013-10-31T16:13:55Z 2

Using Multiple Senses in Service Experience Creating Consumer Loyalty in Tourism 2011 http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai/record/2/1239 www.ijmc.org M. Najdić This study assesses the field of consumer behaviour and more detail tourists decision process regarding their holiday destination. Using an empirical research that combines the concepts of destination loyalty and psychology of the consumers in tourism, emphasizing influence of emotions on service evaluation, findings indicate strong relationship between consumer personality and destination choice. Study explores why serbian tourists were willing to recommend some tourist destinations over another in the case of Croatia, Bulgaria, Montenegro and Greece. Connecting service experience with emotional component and creating brand experience, further research presents influence of surrounding factors on our five senses as emotional stimuli which, in the pre-purchase phase interacts with decision making process and in post-purchase phase leads to loyalty. Results from this type of study have the potential to enhance the effectiveness and efficiency of management in tourism sector by focusing on perceptions and motivations which, considering more widely and holistic with other factors, give better understanding on consumers perspective of view. Furthermore, similar surveys could be carried out among potential tourist to other countries indicating future lines of research which could contribute to the more general understanding of consumer behaviour in tourism. article 13 3 18 23 1741-6264 International Journal of Management Cases