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Ida Vajčnerová

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Papers by Ida Vajčnerová

Destination Quality Perception in the Context of Different Behavioural Characteristics of Visitors

Czech Journal of Tourism: Journal of Masaryk University, Jun 1, 2016

Visitors' perceptions of the quality of a tourism destination are fundamental for effective desti... more Visitors' perceptions of the quality of a tourism destination are fundamental for effective destination management and marketing. this paper deals with the topic of destination quality from the viewpoint of demand, i.e. from the viewpoint of a destination visitor. the results of perceiving the destination quality partial factors in the context of different behavioural characteristics of a visitor are presented, particularly, the way how spending and organizing a holiday influences the perception of destination quality factors (Kruskal-Wallis test). the research nineteen factors were designed on the basis of contemporary theories and on qualitative research. some important quality aspects related to tourism were identified and assessed for the czech population. the primary data were obtained through a questionnaire survey with quota sampling (n = 1097). the dependence of destination quality perception on the way of spending the holiday was revealed in the case of 8 factors (e.g., Availability of transportation to the destination, Availability and quality of information; Additional infrastructure, sense of security, Destination cleanliness, uniqueness of destination, Price level in the destination, cultural monuments). the significant differences identified among various groups of respondents are described in detail in this study. the research findings contribute to better understanding of the behavioural mechanism and can be used by destination managers to design communication strategies for different segments of consumers for individual destinations to improve their competiveness.

Key Factors of Quality in the Sector of Tourism Services Providers: Case Study: Czech Republic

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Jan 17, 2015

The paper summarizes main results of partial research aimed at detection of the key factors aff e... more The paper summarizes main results of partial research aimed at detection of the key factors aff ecting quality in the sector of tourism services providers, namely tour operators and travel agencies. A primary questionnaire survey was conducted; the researched factors were distributed in the context of service quality dimensions (Grönroos model); the dimensions were tested in relation to sex, age and education of the respondents (ANOVA; Brown-Forsythe test). Assurance was identifi ed as the most important dimension. The output of the study is determining the signifi cance of individual quality factors from the perspective of a potential customer when selecting a service provider.

The specification of consumer satisfaction in tourism with the use of geographic IT tools

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Jul 17, 2014

Tourism is globally considered to be one of the most prospective and dynamic economic branches. H... more Tourism is globally considered to be one of the most prospective and dynamic economic branches. However, with respect to highly competitive environment of tourism it has to be professionally organized and managed. The presented article aims to show possibilities of interconnecting marketing tools with the potential of spatial modelling with the objective of making decision-making processes in tourism easier and more effi cient (for companies, clients as well as destination managements). The paper deals with the modifi cation of the customer satisfaction measurement model in tourism with possibilities of spatial modelling tools. In the publication the ECSI model (European Customer Satisfaction Index) is modifi ed for the area of tourism, with respect to the fact that the obtained values of ECSI indexes can be utilized as introductory data for spatial modelling. The potential of the ECSI utilization is seen as a tool for managing decision-making processes in the area of increasing the quali ty of tourism services by force of a detailed analysis and quantifi cation of customer satisfaction. If we process the date about satisfaction from monitoring CzechTourism, and if we apply the use date on described ESCI model (the part satisfaction), we see, that the visitors are the most satisfaction with helpfulness (interval 73-87 %), namely in South-Bohemian, South-Moravian, and Zlin region, at least in Midle-Bohemian region. Obtaining own data and their following application and evaluation according to the modifi ed ESCI model for all tourist regions will be the part of a follow-up research. The aim will be to summarize recommendations for individual regions in such a way that they have enough information for more successful utilization of their potential for the development of tourism.

Using the principal component analysis for evaluating the quality of a tourist destination

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Oct 3, 2013

The article deals with problems concerning evaluating the quality of a tourist destination. A tou... more The article deals with problems concerning evaluating the quality of a tourist destination. A tourist destination is a conjunction of products, services, natural resources, culture resources, local people, artifi cially created attractions and information, due to which it is able to attract a number of visitors. The visitors' satisfaction with a destination depends on the quality of their overall experience that is created on the basis of the cooperation of all actors in tourism in the given area -these are local inhabitants, service providers, public administration workers and destination management. The quality of services is a component of consumer satisfaction and so it is evaluated according to the level of a customer's satisfaction. Sustainable development and the quality of natural environment are parts of the destination quality, too. When evaluating quality it is necessary to defi ne a set of factors (variables) that can be quantifi ed and then to determine the quality of a destination. The objective of the paper is to create a model for evaluating the quality of a destination on the basis of analysing the importance of individual factors (variables) concerning the quality of a destination. The importance of these factors was determined by relevant responders during a questionnaire survey. For reducing the original number of twenty dependant variables the multidimensional statistical method of analysing the principal components was used. On the basis of similarities in evaluation this method supported clusters of factors -relative dimensions of the quality of a destination. Subsequently a methodology was formulated to evaluate the quality of a destination according to four newly-defi ned dimensions of quality: Attractions, Services, Marketing management, Sustainability and cooperation. principal component analysis, variability, factors of destination quality, dimension of quality, evaluating the quality

Potential for utilization of the European customer satisfaction index in agro-business

Zemědělská ekonomika, Apr 30, 2005

The topic of this article focuses on customer satisfaction. The customer satisfaction is consider... more The topic of this article focuses on customer satisfaction. The customer satisfaction is considered as a crucial factor for the success of all market organisations. The subject is very often discussed from the theoretical point of view. This contribution is aimed at opportunities of evaluation and measurement of customer satisfaction by the European customer satisfaction index that consecutively should contribute to more effective marketing management in firms or any organizations. The objective was to adapt the European customer satisfaction index methodology to Czech environment. The adapted methodology was applied on tourism market. In conclusion, there was specified the importance and possibilities of using the European customer satisfaction index in real business environment.

Integrated Quality Management in Tourist Destination

International journal of management cases, 2010

The impact of factors influencing destination quality on overall customer satisfaction

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Dec 24, 2013

The paper deals with problems concerning tourist destination quality and the impact of individual... more The paper deals with problems concerning tourist destination quality and the impact of individual factors on the overall satisfaction of a customer -a visitor to a destination. The methodology is based on the evaluation of individual factors that were identifi ed on the basis of previously conducted researches and that consider all attributes of a destination which visitors are able to evaluate on the basis of their experience and consequent satisfaction. The used data were obtained by a questionnaire surveys, the evaluation is qualitative, and the ten-degree Likert scale is used. The practical part of the paper will focus on creating a multidimensional regression model for overall customer satisfaction for evaluating individual quality factors. The objective of the paper is to identify factors that infl uence overall customer satisfaction the most; this will be done on the basis of the statistical importance of individual regression parameters. The analysis will be conducted for the data from the regions of Lednice-Valtice Area and Znojemsko and Podyjí; subsequently these two regions will be compared.

Possible complex approaches towards evaluating the quality of a destination in the context of tourism management

Zemědělská ekonomika, May 31, 2014

Th e paper deals with the issues concerning evaluating the quality of a destination in the contex... more Th e paper deals with the issues concerning evaluating the quality of a destination in the context of tourism. A destination has to be looked on as a complex product of tourism consisting of products, services, natural resources, artificially created attractions and information being connected. Th e satisfaction of visitors to a destination is dependent on the quality of their overall experience that is created on the basis of the cooperation of all participants working in tourism in the given area -these are local inhabitants, service providers, public administration workers and destination management workers. Th e paper shows possible approaches towards the complex evaluation of the destination quality. Th e fi rst of the models is based on the European Consumer Satisfaction Index methodology and modifi es it for evaluating the satisfaction of a visitor to a destination (in the researched destination, the values of the total ECSI indexes were calculated at 70% level in the case of home as well as foreign visitors). Th e second model -so-called Four-dimensional model of the destination quality -is based on the integrated approach to quality management when -with the support of the principal component analysis -a new methodology for evaluating the quality of a destination was suggested; it is based on four topically defi ned quality dimensions: attractions, services, marketing management, cooperation and sustainability. In the case of the suggested models, we also see their potential for increasing the quality of services in rural areas, which is the subject of the authors' further research.

Possible Complex Approaches Towards Evaluating the Quality of a Destination in the Context of Tourism

RePEc: Research Papers in Economics, Jun 1, 2012

ABSTRACT The paper deals with the issues concerning evaluating the quality of a destination in th... more ABSTRACT The paper deals with the issues concerning evaluating the quality of a destination in the context of tourism. A destination has to be looked on as a complex product of tourism consisting of products, services, natural resources, artificially created attractions and information being connected. The paper shows possible approaches towards the complex evaluation of destination quality. The first model is based on the ECSI methodology (European Consumer Satisfaction Index) and modifies it for evaluating the satisfaction of a visitor to a destination; the second model is based on the integrated approach towards quality management.

Hlavní komponenty spokojenosti návštěvníků s kvalitou destinacecestovního ruchu -- příklad Pálava a Lednicko-valtický areál

Clanek se zabýva hodnocenim kvality destinace cestovniho ruchu prostřednictvim zkoumani vlivu jed... more Clanek se zabýva hodnocenim kvality destinace cestovniho ruchu prostřednictvim zkoumani vlivu jednotlivých faktorů kvality destinace na celkovou spokojenost navstěvniků při pobytu v destinaci. Přispěvek si klade za cil jednak navrhnout metodický postup pro identifikaci faktorů, ktere nejvice ovlivňuji celkovou spokojenost zakazniků ve zvolene destinaci, dale pak kvantifikovat tyto faktory v konkretni destinaci a na zakladě komparace s výsledky expertniho setřeni provest celkove zhodnoceni kvality destinace.

The Quality as a Competitive Factor of the Destination

Procedia. Economics and finance, 2015

The assessment of the significance of the individual factors making up the overall quality of the... more The assessment of the significance of the individual factors making up the overall quality of the destination is a key objective of this article. Data were obtained by a primary research, asking residents of the Czech Republic, the sample of respondents was set as a quota sampling. Based on the obtained data authors evaluated the order of importance the most significant 19 factors influencing the perception of quality destinations. As the most significant factor determining quality destination has been found security issues, destination cleanliness, natural attractions etc. Using statistical methods were demonstrated differences in their perception based on gender and also the perception based on the age of the respondents. The rating of women is higher than men; rating of some factors varies significantly with age. Identified significant differences among different groups of respondents are described in the article in detail. The article also deals with the reasons for changes in the perception of the significance of these factors in recent years.

Impact of Covid-19 Pandemic on Tourist Behavior: A Case Study on South Moravia

European Countryside

The Covid-19 pandemic has undoubtedly influenced tourism and has led to a change in the consumer ... more The Covid-19 pandemic has undoubtedly influenced tourism and has led to a change in the consumer behaviour of tourists. The purpose of the study was to find out how the profile of the visitor of the rural area had changed in the context of the Covid-19 pandemic. The quantitative survey with 1026 visitors was conducted and its results were analyzed within three main segments of visitors – groups with children, couples and the others (without children). The results of the research confirm the persisting fact – due to the Covid-19 pandemic, the demand in tourism is shifting from urban areas to rural ones, but overall tourists in research rural area can benefit from the fact that it is a relatively small area and can get the best of both rural areas as well as of near cities in the area. Visiting rural areas is generally a shorter-term option for all visitors, which does not require long-term planning. The findings confirmed that rural areas are a great opportunity for domestic tourism....

Destination satisfaction comparison excluding the weather effect

Current Issues in Tourism, 2021

Destination satisfaction is influenced by endogenous, as well as exogenous factors, that are beyo... more

COVID-19 Pandemic and Economic Sustainability of Tourism and Hospitality: The Impacts on SMEs in the Czech Republic

Zero Waste Management and Circular Economy, 2021

Purpose: COVID-19 pandemic has brought a lot of changes in socio-economic environment as well as ... more Purpose: COVID-19 pandemic has brought a lot of changes in socio-economic environment as well as the business environment. The hospitality and tourism industry suffers enormously from the COVID-19 pandemic and government restrictions in all countries. The behaviour of the whole tourism system in post-COVID-19 period is still unclear and the economic sustainability of the tourism sector is put at risk, not only due to the outflow of human resources from the industry. The tourism and hospitality service providers face to the biggest crisis of the industry in last decades. This paper focuses the impacts of the pandemic on small and medium enterprises (SMEs) and compare their crisis behaviour in several segments, such as accommodation services, catering services, and tour operators (TO) / travel agents (TA) in the Czech Republic. Design/methodology/approach: A quantitative survey was carried out from May to September 2020 and the sample consists of 208 valid responses, especially from SMEs owners and managers. Findings: The results show how the enterprises in different segments reacted on the crisis, which measures they implemented in the first six months of the pandemic and what they planned to do in marketing, HR, and financial management. Research limitations: Results are focused only on the hospitality businesses and tour operators and travel agents. There are only limited research sample covered in our research. Results are not general for all businesses in tourism industry.

Achieving Quality and Sustainability in the Czech Business Environment

This book represents a tool for comparative analysis and a source for case studies for researcher... more This book represents a tool for comparative analysis and a source for case studies for researchers and academics dealing with the business environment. It offers insights into the Czech business environment in the case of starting business in this country or being a potential investor or customer. It explores various facets of the Czech business environment, focusing on the quality and sustainability factors that influence Czech industries. The first part of the book presents the importance of quality and sustainability in business, before the second part explores these ideas in practice through the use of case studies from two different industries, namely the gambling and betting industry and the tourism industry. Since more than 99% of European and Czech companies are small and medium-sized, the book devotes particular attention to the specifics of such organisations.

Appreciation of the annual impact of the act on business activities in the field of tourism based on tourism analysis

A proposed model on Stakeholders Impacting on Destination Management as mediator to achieve sustainable tourism development

Trendy v podnikání, 2018

This paper aims to propose a conceptual model of impacts of stakeholders to destination managemen... more This paper aims to propose a conceptual model of impacts of stakeholders to destination management of which destination management is seen as a mediator for sustainable tourism development. Various databases including Google Scholar, Scopus, Science Direct, etc. for peer reviewed journals, books, and other relevant publications are searched and collected on the subject. As the result, the conceptual model is built up with the purpose to provide directions for researchers exanimating relationships of variables of internal stakeholders, external stakeholders, and destination management leading to sustainable tourism development. Besides, testing of this model provides deep understanding of the factors, their impacting levels and their importance. The study is done with an empirical case of Vietnam of which can use to demonstrate some concept for business behavior in other areas. Therefore, proposed model of further research or analysis is perfect opportunity to discuss paper in connection of business/company/public sector impact on destination/sustainable tourism and useful to literature of sustainable tourism development and stakeholder theory.

The analysis of isurance in case of travel agency insolvency on the Czech market and the comparison with other kinds of bonding in the Great Britain

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2005

This article is focused on the topic of customer protection. The protection covers insolvency of ... more This article is focused on the topic of customer protection. The protection covers insolvency of travel agency and comes out from the Council Directive 90/314/EEC. In the Czech Republic this Council directive is implemented into Czech law through the Act No. 159/1999 Coll. on Conducting Business in Some Areas of the Tourism Sector. Unfortunately, the act is considered to be not up to date therefore novelization is being prepared. The article describes insurance as the one and only customer protection in the Czech Republic. Simultaneously, there are set other possibilities of customer guarantee in case of travel agency bankrupt which are successfully used in other European countries. One part of the article is dedicated to detail analysis of this problem in Great Britain. The result of provided analyses and research – proposal of guarantee model through insurance section which would be a part of Association of Travel Agencies and Tour operators. The goal of the model is to clear away...

Building Customer Loyalty in Rural Destinations as a Pre-Condition of Sustainable Competitiveness

Sustainability, 2018

The paper is dedicated to the issues of rural tourism with regard to the visitor's loyalty toward... more The paper is dedicated to the issues of rural tourism with regard to the visitor's loyalty towards the destination in a sustainable development context. Particularly, the findings of the research focused on exploring mutual relations among quality dimensions of the rural destination, overall satisfaction of the visitor, and his or her loyalty towards the destination are presented. A structural model was used to explore the relations among quality dimensions, overall satisfaction, and loyalty in the specific environment of the Czech Republic (inland European country, EU member, until 1989 a socialist country, nearly 93% municipalities with fewer than 3000 inhabitants). The research results allow deeper understanding of the visitor's behavior and the factors influencing the loyalty towards the destination. The significance order of the dimensions according to their direct influence on the required loyalty towards the destination, i.e., coming back to the destination and spreading positive references to the destination, is as follows: 1. well-being, 2. image, 3. services. We conclude that overall satisfaction directly influences loyalty towards the destination.

Factors of Destination Quality from the Point of View of Service Providers

Acta academica karviniensia, 2017

The article is focused on the issue of the perception of the destination quality. Primary researc... more The article is focused on the issue of the perception of the destination quality. Primary research has been concerned with the evaluation of individual quality factors by service providers distributed by sectors in tourism industry. According to the service providers, the most significant factors of destination quality are the sense of security, the quality of staff in tourism services, and natural attractions. On the other hand, the least important factor for the service providers was local transportation followed by additional infrastructure. Factors were rated depending on the type of service provider, the overall quality of the destination, and the destination management activity in the destination. The dependence of the assessment of the destination quality factors on the type of provider was demonstrated in 13 factors, the overall quality assessment of the destination for 10 factors and the destination management activities in the given destination for 6 factors out of a total of 19 factors examined. It is also pointed to differences in perceptions between service providers and visitors. The authors also refer to the dependence of the significance of the destination quality factors on the predominant form of tourism. The recommendations for providers and organizations of destination management are suggested.