Gender differences in visitor motivation and satisfaction: the case of Golija-Studenica Biosphere Reserve, Serbia

Abstract

The UNESCO Golija-Studenica Biosphere Reserve (BR) is located in southwestern Serbia. Its captivating beauty, breath-taking landscape diversity, and preserved naturaland cultural values make it one of the country’s most beautiful mountains. Thispaper aims to determine the differences in motivation and level of satisfaction withthe tourism offer of Golija-Studenica BR based on the visitor’s gender. Motivationand satisfaction of 642 visitors to Golija-Studenica BR were analysed using factoranalysis, Cronbach’s alpha coefficient and regression analysis. Research findingsconfirm that gender matters – there is a gender-based impact on the motivation andsatisfaction of visitors. The paper makes both scientific and practical contributions.Thus far, insufficient attention has been given to researching motivation and satisfactionof visitors to biosphere reserves in Serbia. Therefore, this paper can serve as ascientific basis for future research, for the improvement of the tourism offer of Golija-Studenica BR with the aim of encouraging its diversity, and for the development ofsustainable tourism in this destination