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 natural and cultural values make it one of the country’s most beautiful mountains. This paper aims to determine the differences in motivation and level of satisfaction with the tourism offer of Golija-Studenica BR based on the visitor’s gender. Motivation and satisfaction of 642 visitors to Golija-Studenica BR were analysed using factor analysis, Cronbach’s alpha coefficient and regression analysis. Research findings confirm that gender matters – there is a gender-based impact on the motivation and satisfaction of visitors. The paper makes both scientific and practical contributions. Thus far, insufficient attention has been given to researching motivation and satisfaction of visitors to biosphere reserves in Serbia. Therefore, this paper can serve as a scientific 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 of sustainable tourism in this destination.