profile of domestic and international tourists in the cbc ... · macedonia (debar,...

This project is funded by the European Union CROSS-BORDER COOPERATION PROGRAMME

Beyond Borders – Introducing Smart Tourism and Sharing

Economy

Profile of Domestic and International Tourists

in the CBC Region

'This publication was produced with the financial support of the European Union. Its contents are the sole responsibility of Institute for Research in Environment, Civil Engineering and Energy and Biologists of Albania and do not necessarily reflect the views of

the European Union'

Study on Profile of Domestic and International Tourists in the CBC Region

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Contents

Executive summary ......................................................................................................................... 4

Introduction ..................................................................................................................................... 5

1. Study objectives ....................................................................................................................... 8

1.1. Research methodology ................................................................................................... 10

2. Literature review.................................................................................................................... 12

2.1. Factors of tourist behavious ........................................................................................... 13

2.2. Consumer Markets Scoreboard and understanding tourist behavior ............................. 16

3. Results from survey ............................................................................................................... 19

3.1. Socio-demographic characteristics ................................................................................. 19

3.2. Travel style and choice of destination ............................................................................ 21

3.3. Tourist experiences during the visit in the CBC region ................................................. 26

3.4. Tourist satisfaction ......................................................................................................... 28

3.5. Consumer markets scoreboard ....................................................................................... 31

4. Tourists profiles ..................................................................................................................... 35

Conclusion and recommendations ................................................................................................ 48

References ..................................................................................................................................... 52

Annex 1 ......................................................................................................................................... 56


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List of figures:

Figure 1: Objectives of the Study ................................................................................................... 9

Figure 2: Research methodology .................................................................................................. 10

Figure 3: Factors of tourist behavior ........................................................................................... 13

Figure 4: Classification of tourist behavior ................................................................................. 14

Figure 5: Market Performance Indicator ..................................................................................... 17

Figure 6:Choice of destination ...................................................................................................... 21

Figure 7: Places of visit during the stay in the CBC region .......................................................... 22

Figure 8: Selected components in the package tour...................................................................... 23

Figure 9: Selected accommodation places by the respondents ..................................................... 23

Figure 10: Transportation used to destination in the CBC region ................................................ 24

Figure 11: Transportation used within the destination ................................................................. 24

Figure 12: Traveling companion ................................................................................................... 25

Figure 13: Length of stay of respondents ..................................................................................... 25

Figure 14: Tourism activities ........................................................................................................ 27

Figure 15: Expenditures during the visit in the CBC region ........................................................ 28

Figure 16: General image of the destinations in the CBC region ................................................. 28

Figure 17: Elements of satisfaction of respondents ...................................................................... 29

Figure 18: Suggestions for improvements in the CBC region ...................................................... 30

Figure 19: Main reasons for visit .................................................................................................. 31

Figure 20: Frequency of holiday trips ........................................................................................... 32

Figure 21: Sources of information when planning the visit in the CBC region ........................... 33

Figure 22: Profile of domestic tourist ........................................................................................... 37

Figure 23: Profile of tourist from Serbia ....................................................................................... 39

Figure 24: Profile of tourist from Turkey ..................................................................................... 41

Figure 25: Profile of tourist from Germany .................................................................................. 43

Figure 26: Profile of tourist from the Netherlands ........................................................................ 45

Figure 27: Profile of tourist from Poland ...................................................................................... 47

Figure 28: Recommendations for improvement ........................................................................... 51

List of tables:

Table 1: Socio-demographic characteristics of the respondents ................................................... 19

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Executive summary

The study addresses the current demand of tourist services of domestic and international

tourists in the CBC region and give recommendations to tourist providers which services should

they offer according to the tourist demand. The results from the study contribute to the

understanding of the current tourism situation in CBC region in tourism sector and will give insight

to future trends that can be harnessed by tourist providers.

This study provides information about the potential for cross-border tourism development

and the factors influencing destination choice, activities undertaken while on holiday, travel style,

means of communication and sociocultural cohesion in the regions concerned. Also, profiles of

domestic and international tourist in the CBC Region are presented, in order to understand the

target market for the online people-to-people platform in the CBC region as well as possible.

The research methodology includes literature review, survey design, creating questionnaire

with 30 questions, conducting research and receiving 368 responses from domestic and

international tourists.

Conclusions and recommendations were drafted to answer the objectives of the study, and

provide useful information for tourist providers and representatives from public institutions

involved in tourism sector.

According to the analysed factors, 6 profiles of domestic and international tourists (from

Germany, Poland, The Netherlands, Turkey and Serbia) in the CBC region are presented.

The results from this study are relevant and can serve as support to improve the efficiency

of promotion and marketing of the CBC region, having the most appropriate approach to attract

tourists on long-term bases. The results from this study is expected to be of interest of people and

organisations active in tourism and travel sector, as well for representatives of the municipalities,

the ones who make decisions and create policies and strategies for tourism development.


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Introduction

Tourism is a significant sector for the development of any country’s economy. The UNWTO

defines tourism as a social, cultural and economic phenomenon that involves the motion of people

to countries or destinations outside their typical surroundings for individual or

business/occupational reasons. An increasing number of destinations worldwide made tourism a

key driver of socio-economic progress through the creation of jobs and enterprises, export

revenues, and infrastructure development (UNWTO, 2015).

Tourism play an important role in stimulating economic growth by creating jobs, provide

foreign exchange, enhance technology, produce return on investment for emerging countries and

improve living standards in different countries (Eadington et al, 1991)1. Hall et al (2008) indicates

that the tourism industry has the largest value in the world’s industry and it is a more effective way

in expanding business and increase income than any other sectors compared. The tourism industry

acts as an invisible export medium that brings in wealth that is used to toward the contribution of

balancing payment, production, account deficit and employment.

The tourism industry continues to grow into one of the most dynamic economic sectors

according to the UNWTO as it acts as a reliable tool for sustainable job creation. Many studies

have concluded that after several research that tourism does help in increasing the amount of jobs

(Davis et al, 1988; Tosun, 2002; Weaver & Lawton, 2001). Tyrrell and Sheldon (1984) discovered

that the creation of jobs was one of the four most frequently mentioned benefits of tourism.

However, Turner and Sears (2014) stated that the travel and tourism sector is a leading employment

creator all around the world by employing more than 98 million people and representing around

3% of total world employment.

The commonly-adopted methodology of satisfaction survey consists of identifying the most

important attributes and asking tourists to rate them on a symmetrical one-dimensional scale.

Based on the survey information’s, it is possible to find out how satisfaction with different

attributes affects a tourist’s overall satisfaction or even his/her intention to return. The more

1 https://www.ukessays.com/essays/tourism/economic-employment-impacts-tourism-7020.php


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satisfied the customers are, the more likely they are to repurchase the product/service and to

encourage others to become customers. Today there are many web portals and forums where

tourists express their opinions, experience and pleasure, and at the same time read someone else's.

Any experience, whether good or bad, is useful for future tourists. Knowing all the possibilities on

the Internet, people as part of travel planning take time and explore someone's experience of the

desired destination for a visit.

Cross-border cooperation in border regions is one of the most popular subjects in border

research. Increased discussion of national borders and their significance has followed upon the

remarkable geopolitical changes that have taken place lately and the meaning of state borders for

tourism, tourism development and cooperation in border regions has gained more attention in

recent years. Despite the wide interest in the problems of state borders in political geography,

international relations, sociology, anthropology and many other disciplines, state borders have not

gained much attention in the literature of tourism. The theoretical and conceptual foundation for

such research relies much on the works of researchers who has been studying the relationship

between tourism and borders from various perspectives, including cross-border cooperation and

planning in border regions2. This research mirrors the fact that the increasing border permeability

and increased frequency of interregional cooperation in the area of the European Union (EU), are

manifesting themselves more and more obviously in the form of common tourism development

strategies and in the building of cross-border tourism destinations. By this means touristic

production of space is linked with the European spatial planning and regional development policies

and contributes to the process of giving meaning and identity to such new cross-border regions. At

the same time, cross-border collaboration in tourism provides a means of coping with global shifts

and changes in regional cross-border dynamics, as well as preparing the way for more sustainable

tourism development.

The magnitude of the potential of tourism development in border regions is immense, since

many of the world’s most popular locations lie close to or directly on borders. Thanks to the results

2 Prokkola, Eeva-Kaisa (2008). Resources and barriers in tourism development: cross-border cooperation, regionalization and destination building at the Finnish-Swedish border. Fennia 186: 1, pp. 31–46. Helsinki. ISSN 0015-0010.


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and outputs of this project, the creation of new tourist zones in the cross‐border area, and that

cooperation and collaboration between both parties is necessary.


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1. Study objectives

To get the relevant information and understand the current situation regarding toursits

profiles, a survey has been conducted in the CBC region, in the following municipalities: in North

Macedonia (Debar, Mavrovo-Rostushe, Centar Zupa, Vevcani, Ohrid and Struga) and in Albania

(Mat, Bulkise, Klos, Diber). The survey looks into internal and external motives of the tourists,

asking them to evaluate the importance of each one, addressing the reasons for the visit. Besides,

there are questions about trip-related variables of the tourist, such as travel arrangements,

accommodation, transportation, etc. The level of satisfaction after the visit, the visit of the CBC

region, the intention to visit it, and also, return and recommend the region are other important

items of this survey. Furthermore, the survey was complemented by questions about

sociodemographic characteristics of the respondents and characteristics of the stay in the CBC

region.

Thus, main questions of this study are:

1. What are the main motives of tourists that come to visit the CBC region?;

2. Can they be segmented into specific groups of tourists – domestic vs. international tourists?;

3. What are specific characteristics of the international tourists – their habits of travel?;

4. If any, are there any differences among tourists from different countries regarding their habits,

inner motives to travel, characteristics of their stay etc.?;

5. Addressing their opinion and suggestions on what can be done to improve the tourist offer in

the CBC region.

Hence, the study’s aim is to contribute to a better understanding of tourists in the targeted

CBC region, their profile, and expectations. The importance of this information cannot be

underestimated, as the efficiency of marketing of the region depends on a correct approach to

tourists, particularly whether their interests are taken into consideration or not. The results from

this study are of interest of people and organisations active in tourism and travel sector, as well for

representatives of the municipalities, the ones who make decisions and create policies and

strategies for tourism development.


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The Study on Profile of Domestic and International Tourists in CBC Region provides in-

depth analysis of profiles of domestic and international tourists in the CBC region and their needs

and satisfaction from the visit. This study will provide information about the potential for cross-

border tourism development and the factors influencing destination choice, activities undertaken

while on holiday, travel style, means of communication and sociocultural cohesion in the regions

concerned. This study creates a detailed and action-driven profiles of domestic and international

tourist in the CBC Region, in order to understand the target market for the online people-to-people

platform in the CBC region as well as possible.

The objectives in this Study is analysis of profiles of domestic and international tourists in the

CBC region. Special focus in the study is analysing tourist needs and satisfaction in CBC and socio

demographic characteristics - age, occupation, nationality, travel motivations and expectations,

overall experience, factors influencing destination choice, activities undertaken while on holiday,

travel style, etc.

This study will provide answers to the questions: What do the tourists expect from the region?;

What are positive and negative experiences of tour guides, incoming agencies and tourists?;

Information on planning process when traveling in the CBC region; etc. By using results of

conducted survey the study gives better understanding of tourists behaviour:

reasons for going on holiday or short visits,

sources and methods used to plan and book holiday,

•Make comparison between domestic and international tourists based on their characteristics

•Make tourist profiles based on factors of tourist behaviors, characteristics, etc.

•Propose improvements in the touris offer in the CBC region

•Analyze the potentials for tourism development in a cross-border context

Figure 1: Objectives of the Study


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the role of sustainable/environmentally-friendly aspects when choosing travel destination.

With this study analysis of the factors influencing the behavior and decision-making of

domestic and international tourists in choosing the CBC region as a destination is explored. The

study will also address the current demand of tourist services of domestic and international tourists

in the CBC region and to give recommendation to tourist providers which services should they

offer according to the tourist demand. The results from the study contribute to the understanding

of the current tourism situation in CBC region in tourism sector and will give insight to future

trends that can be harnessed by tourist providers. The recommendations can be used to propose

measures and changes in the tourist plans in the CBC region. Also, the study will assist in the

creation of tourist experiences, which can be offered on the interactive online platform.

Furthermore, this study will suggest topics for further development of the tourist providers in the

CBC region.

1.1. Research methodology

This study was quantitative in nature and it utilized primary data obtained in survey with tailor

made research design. On Figure 2, the process of the survey is presented.

Analysis of currentavailable data

Questionnaire design

Conducting research

Analysis of survey results

Conclusion and recommendations

Figure 2: Research methodology


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First, review of literature was done, exploring surveys done in similar context and purposes. Then,

survey design started and the questionnaire was designed and developed aiming to support the

profiling of domestic and international tourists in the CBC region. In Annex 1 the questionnaire is

presented. The questionnaire has 30 closed and open-ended questions. It was produced in three

languages: English, Albanian and Macedonian. Some of the closed questions had were measured

on a 5- point Likert Scale (e.g. from 5= Strongly Agree to 1= Strongly Disagree; or 5=Very

satisfied to 1=Not at all satisfied). The other closed questions had option of selection one or several

answers, depending on the question. Demographic information such as Country of Residence, Age,

Gender, Marital and Family Status, Occupational Status, and Occupation, were also measured.

Conducting research resulted in activities in the field, where tourists in the CBC region

were targeted as respondents. The study also used interactive resources for on-line survey and send

invitations for the survey tourist providers, which distributed the survey to their guests. The survey

was conducted from July to November 2018 in North Macedonia (Ohrid, Struga, Vevcani, Debar,

Mavrovo-Rostushe and Centar Zupa) and Albania (Klos, Mat, Diber, Bulkise). Specifically, the

survey covered 400 respondents from the field and on-line responses. After data cleaning the not

complete answers, 368 questionnaires were found to be eligible for analysis.

Analysis of results, conclusions and recommendations. All gathered information are analysed

using SPSS (statistic software package). Conclusions and recommendations were drafted to

answer the objectives of the study, and provide useful information for tourist providers and

representatives from public institutions involved in tourism sector. After analysis of the results,

profiles of domestic and international tourists are created.


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2. Literature review

Tourism industry is very much affected with the perception the tourists carry with them

about a destination. If the tourists carry positive perceptions about the destination, they will be

encouraged to revisit the destination, express their positive experience and recommend the

destination to other people. If the tourists have negative impressions from the destination, they

may not only never visit the destination, but also share their experiences with others and influence

on their decision to visit or not.

Though it is hard to define the boundaries of destination (Blasco et al., 2016), it could be

defined as a place where a tourist can rest, walk, spend his time in nature, see historical

monuments, attend festivals, events, taste local cuisine and be part of unique features of a

destination. Tourism destination should be considered as a whole, and all its features and parts

should be examined and proposed according to tourists’ needs.

Destination contains a number of key elements that attract tourists and meet their needs

upon arrival. M. Jansen-Verbeke (1986) categorises elements of tourism destination into: primary

(activities, physical settings and social/cultural attributes), secondary (catering and shopping), and

additional elements (accessibility and touristic information). C. Holloway et al. (2009) state that

there are only three core elements in a successful destination which achievement in attracting

tourists will rely on upon the quality of those crucial advantages that they offer them: attractions,

amenities and accessibility. According to L. Moutinho (2005), these elements are: cost, attractions,

amenities, travel opportunities, travel arrangements and travel information. All of these elements

and attributes have the same purposes, but in a slightly different manner, which is to make

destination suitable and available for tourists.

Types of tourism destinations attract tourists to leave their country of residence. These

sources and gravitational forces are explaining why travelers choose any particular destination

among others (Vareiro and Ribeiro, 2005). According to C. Holloway et al. (2009), tourism

destinations could be categorised into cultural, religious, shopping, gastronomic, other attractions,

events, sports tourism and dark tourism. V. L. Smith (1989) identifies five different forms of


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tourism which can be related to five various types of tourism destination: ethnic, cultural,

historical, environmental and recreational tourism destinations. Moreover, tourists have various

purposes and reasons to travel to a destination and they divide destination into different types,

which relate to a geographical location, environment and nature or man-made structures of the

tourism destination.

2.1. Factors of tourist behavious

Different authors state that the understanding of tourist behaviour and travel motivation is

important for tourism companies in order to create a demand and help tourists in decision- making.

Consumer behaviour is a difficult research topic, particularly in the tourism field, where emotional

factors are significant (Swarbrooke and Horner, 2007). In this study 5 factors are being analysed:

socio-demographic characteristics, travel motivations and expectations, factors influencing

destination choice, travel style and component and positive and negative experiences of tourists.

All of these factors influence tourism behaviour and it is important to understand them, in order to

create tourist offers that are going answer the demand on the market.

Figure 3: Factors of tourist behavior

Source: Swarbrooke and Horner, 2007

Factors of tourist

behaviour

Travel style and component

Destination choice

Socio-Demographic Charactearis

ticsTravel

motivations and

expectations

Positive and negative

experiences of tourists

Activities On Holiday


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Travel motivations and expectations

According to Gartner (as cited by Pike, 2008) motivation initiate the decision-making

process. This occurs when a certain need or want cannot be met at home. Motivations surface when

a tourist wants to satisfy a need or want and this can be seen as a very important variable in relation

to their travel decisions and the outcome of satisfaction (Chang, 2007; Correia, Oom do Valle &

Moço, 2006).

A tourist’s motivation is the inner state of a person, or certain needs and wants of the tourists

that can be considered as one of the most important psychological influences of tourist behavior.

One of the purposes of this study was to determine the travel behavior and more specifically

the travel motivations of tourists visiting resorts. Research was conducted by means of the

distribution of questionnaires, as previously mentioned. The results indicated that the main travel

motivations are resting and relaxation, enriching and learning experiences, participation in

recreational activities, personal values and social experiences. These results indicated similarities

with the findings of previous research studies.

Figure 4: Classification of tourist behavior

Source: Bandaru, R. (2017)

Pre-visit behavior

• Source of information, Motivating factors, Preferable time to visit, Mode of transportation, etc.

On-site Behavior

• Opinion on food and beverages, Accomodation, Cleaning, Entertainment, Shopping at destinations, etc.

Post-visit behavior

• Opinion on revisit, Expectations, Learnings, Budget, etc.


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The motivation is closely related to the level of satisfaction with the service used by tourists.

Any positive experience is conveyed as a motivation for a return visit to the same region and

especially for the recommendation of the visited location of their close friends and relatives. Better

advertising than a satisfied customer does not exist. At the same time, a worse advertisement than

an unsatisfied customer also does not exist.

In our research, we asked the respondents to evaluate the service in terms of how satisfied

they are from 1 to 5. This is explained in more detail in the section on the overall experience of

this study. The wants and needs of tourists are often regarded as travel motivations. Motivation is

something that stimulates interest or causes a person to act in a certain way.

Factors influencing destination choice

The process of tourist decision-making when selecting a destination is influenced by

different changeable factors, depending to the influence of tourist needs and habits, as well as of

the influence of external factors (Djeri et al., 2007). Internal factors influencing decision-making

include desire for escape, rest, relaxation, prestige, health and fitness, adventure, and social

interaction, while external factors are based on attractiveness of the destination, including tangible

resources, and tourist’s perceptions and expectations (Hsu et al., 2009). Consumer purchasing

processes remains highly influenced by social, cultural, personal, and psychological factors.

Basically, these factors cannot be controlled by marketers, yet should be considered.

Travel style and component

In order to analyse the travel style, the survey contained questions about place of visit, place

of stay, travel companion, type of travel arrangement of tourist group, package component, tourist

accommodation, transportation used to/within the destination, length of stay etc.

Positive and negative experiences of tourists

The commonly-adopted methodology of satisfaction survey consists of identifying the most

important attributes and asking tourists to rate them on a symmetrical one-dimensional scale.


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Based on the survey information’s, it is possible to find out how satisfaction with different

attributes affects a tourist’s overall satisfaction or even his/her intention to return.

Results of this research have shown that satisfaction, quality/performance, and different

other variables are good predictors of customers intended loyalty. The more satisfied the customers

are, the more likely they are to repurchase the product/service and to encourage others to become

customers. In order to retain customers, organizations must seek to satisfy them, but a further

objective must be to establish customer loyalty.

Today there are many web portals and forums where tourists express their opinions,

experience and pleasure, and at the same time read someone else's. Any experience, whether good

or bad, is useful for future tourists. Knowing all the possibilities on the Internet, people as part of

travel planning take time and explore someone's experience of the desired destination for a visit.

Therefore, these reviews of the services that were offered by the tourist service providers are

important for the development of business and tourism comprehensively.

2.2. Consumer Markets Scoreboard and understanding tourist behavior

The Consumer Markets Scoreboard is the main tool for identifying potentially

underperforming sectors in the single market. In a second stage, the markets that appear to be

underperforming are analyzed in depth in order to gain a better insight into the problems and

identify measures that can be taken to address them.

The Consumer Markets Scoreboards monitor how consumers in the EU, Iceland and

Norway assess the performance of key markets for consumer goods and services. Market

performance is assessed through five components: ‘comparability’, ‘trust’, ‘problems &

detriment’, ‘expectations’ and ‘choice’. The consumer experience is also monitored through

questions on complaints and switching (in selected markets).


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The main source of statistical data for the Scoreboards is the Market Monitoring Survey.

3The Market Monitoring Survey is a survey on consumers’ experiences and perceptions on the

functioning of consumer markets in all the EU countries, Iceland and Norway. The survey is

carried out among consumers who recently purchased goods or services in the assessed markets.

The 2018 Scoreboard edition is based on the survey carried out in 2017.

The Market Performance Indicator (MPI) is a composite index based on the results of survey

questions on the five key aspects of consumer experience:

1) Comparability - How easy/difficult is it to compare offers?

2) Trust - Do consumers trust that retailers/suppliers comply with consumer laws?

3) Problems & Detriment - Proportion of consumers who encountered problems and extent

of harm (including but not limited to financial loss)

4) Expectations - Does a given market live up to consumers’ expectations?

5) Choice - Are consumers satisfied with the number of retailers/suppliers on the market?

Figure 5: Market Performance Indicator

Source: https://ec.europa.eu/info/publications/consumer-markets-scoreboard_en

3 https://ec.europa.eu/info/publications/consumer-markets-scoreboard_en

MPI

Comparability

Trust

Problems & Detriment

Expectations

Choice


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Guided by the Consumer Market Scoreboard example we tried to take in account the five key

aspects of consumer experience in our survey questions in order better to understand the behavior

and needs of tourists.

Understanding tourist behaviour

Understanding relationships between future behavioral intentions and its antecedents allow

tourism operators to manipulate their tourism product offers to optimize customer satisfaction, and

improve marketing efforts. The Consumer Markets Scoreboard and understanding tourist

behaviour can be analysed through:

Reasons for going on holiday or short visits

Reasons for returning to the same place for holidays

Sources and methods used to plan and book holiday

Familiarity, utilization and opportunities


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3. Results from survey

3.1. Socio-demographic characteristics

The main socio-demographic characteristics in the survey were age, gender, their gender, age,

marital and family status, employment status, profession and country of residence of the

respondents.

Table 1: Socio-demographic characteristics of the respondents

Variable Possible answer Distribution of answers

Age

18 or less 5 %

19-30 26 %

31-40 19 %

41-50 18 %

51-60 13 %

61-70 14 %

71 or older 5 %

Gender female 42 %

male 58 %

Marital and

family status

Single 30 %

Married 45 %

Divorced/separated 6 %

Widow/widower 6 %


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Family with small children 9 %

Family with teenager(s) 4 %

Employment

status

Employed 48 %

Self-employed 11 %

Unemployed 10 %

Retired 19 %

Student 12 %

Three age groups (from 18 to 50) accounted for 63% of the total tourists surveyed. The

age representation in the sample, as seen from the results, is from all age groups.

The analysis of the survey results showed that almost 60% of the interviewed respondents

are employed. Significant percent of the respondents are retired, and now active in touristic

experiences.

The marital and family status is very important factor which influencing destination choice

because there is a difference in the needs, behaviour, priorities and general travel style. The

results from our survey shown that 30 % of the respondents are single, 45 % are married.

Country of origin of respondents: Respondents in the survey are from many different

countries. Significant number of the respondents are domestic tourist from the CBC region

(38%). Other countries of origin of respondents are: Austria, Australia, USA, UK,

Belgium, Bulgaria, Germany, Greece, Denmark, Estonia, Israel, Italy, Canada, Kosovo,

Lithuania, Poland, Romania, Russia, Serbia, Slovenia, Turkey, France, The Netherlands,

Croatia, Czech, Sweden and Spain.

Profession of the respondents: The most common answers for the profession of the

respondents are: Administration, Doctor, Businessman, Economist, Lawyer, Professor,

Nurse, Marketing Manager, Mechanic, Cooker, Engineer, Dentist, Pharmacist, Factory

Worker, Driver, Teacher, Biologist, Journalist, Translator, Hairdresser, Computer


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Scientist, Freelancer, Actor, Nurse, Sociologist, Photographer, Writer, Singer, Student,

Mechanical Engineer.

3.2. Travel style and choice of destination

Respondents answered the question of first choice of destination, as well other places they visited

while in the CBC region. Also, to understand other aspect of their travel behaviour, trip related

variables were assessed. Most preferred destinations in the CBC region are shown in the Figure

bellow.

Most preferred places for first choice of destination in the CBC region are Ohrid and Struga.

The respondents were asked to identify the places they also visited during their stay. Their answers

are presented in the Figure 7 bellow.

Figure 6:Choice of destination


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When asked about travel arrangements, 36 % of the respondents answered they use offered

package tours when visited the CBC region, and 64 % of the respondents arranged individually

their visit. Theory and practice show that independent traveller, who makes his or her own travel

arrangements, tends to visit more places, and as a result to undertake more activities, compared to

the packaged tourist. This information is relevant for the on-line platform and next project

activities.

Respondents who use package tour, answered that the package component in most cases includes

the following: Accommodation – 32% and Food and beverages – 26%. Other answers are

presented in the Figure 8.

Figure 7: Places of visit during the stay in the CBC region


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Selected accommodation by the respondents are presented in Figure 9. Most common choice are

hotels, resorts, motel and hostels. Also, significant percent of respondents selected house of a

friend or relative as place to accommodate while visiting the CBC region.

Figure 9: Selected accommodation places by the respondents

Figure 8: Selected components in the package tour


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Transportation used to reach the destination in the CBC region are presented in Figure 10.

Figure 10: Transportation used to destination in the CBC region

Most used means of transportation are car and bus. Significant part of the respondents arrived by

plane in the country. Additionally, they answered what is the means of transportation within the

destination. Results are presented in the following Figure.

Figure 11: Transportation used within the destination


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Important aspect when profiling tourists is who their traveling companion is. Different answers

were offered to the respondents. On the following Figure their answers are presented.

Figure 12: Traveling companion

Tourist providers find this information quite relevant. According to the traveling style and

traveling companion, specific tourist offer can be created.

Also, another important aspect is the length of stay of tourists in the destination. On Figure 13

results from the respondents’ answers are presented.

Figure 13: Length of stay of respondents


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Destinations in the CBC region can be visited as a short stay, during the weekend, or as full holiday

stay (from 7 to more than 14 days). Again, this information is relevant for the tourist providers,

when dimensioning their tourist services and products.

3.3. Tourist experiences during the visit in the CBC region

Activities undertaken while on holiday

A tourist attraction is a place of interest where tourists visit, typically for its inherent or an exhibited

natural or cultural value, historical significance, natural or built beauty, offering leisure and

amusement. Each tourist attraction offers its own specific activities that characterize it. Tourists

during their vacations participate in a variety of activities so in terms of that in the survey

respondents were asked to indicate the activities they undertook during their visit in CBC Region

out of a range of 18 proposed activities:

Experiencing local food

Sightseeing in the city

Visiting historical sites

Cultural heritage sights

Visiting museum/art gallery

Art and cultural program

Visiting national park

Wildlife viewing

Hiking/trekking

Biking

Climbing

Enjoying water sport/swimming/ sunbathing

Playing sports

Enjoying night life

Visiting villages

Attending traditional cultural performance


27

Getting health treatments

Shopping

The results are presented in the figure bellow.

Figure 14: Tourism activities

According it the most popular activities are Sightseeing in the city (65 %) and experiencing local

food (70 %), as well as visiting historical sites (58,61%). Also, very popular are Cultural heritage

sights (39.17%), Enjoying water sport/swimming/sunbathing (36.67%) and Visiting villages

(36.67%).

Related with the activities are most common costs. According the results presented in the

figure bellow most common cost for the tourist are: Transportation (plane ticket, bus ticket, taxi,

etc.), Food (not in restaurants), Restaurants, cafes and Accommodation.


28

Figure 15: Expenditures during the visit in the CBC region

3.4. Tourist satisfaction

General impression of the respondents was assessed with the following questions: What is the

general image of the destinations in the CBC region and rating elements of satisfaction from their

stay. In Figure 16 the answers from reflecting the general image of the respondents is presented.

Figure 16: General image of the destinations in the CBC region


29

Possible answers when assessing the general image were from 1=I completely disagree, to 5= I

completely agree. Lowest rating respondents gave to the statement regarding the respect of the

natural environment in the CBC region.

Respondents expressed their satisfaction from their stay in the CBC region and experiences they

had, rating them choosing score from 1=Not at all satisfied to 5=Very satisfied.

Figure 17: Elements of satisfaction of respondents

Respondents expressed higher scores and their satisfaction for the following elements:

unspoiled nature, climate conditions, opportunity for rest and friendliness of the local people, and

diversity of cultural/historical attractions.

Suggestions for improving the tourism offers in the CBC region

In order to understand the needs of tourists, improving the services provided by tourism

providers and the situation with tourism in general, at the end of the interview the respondents

were asked to make suggestions for what tourist providers and local community can do to improve

the tourist offer. The main areas of concern were the improvement of the infrastructure,


30

environment protection and better promotion and marketing online. Distribution of the answers

are presented in the following Figure.

Figure 18: Suggestions for improvements in the CBC region

These suggestions are valuable feedback from tourists, and should be taken in consideration when

creating tourist plans and programs, as well as products and services.

Some of the suggestions respondents recommended are:

Better presentation and promotion of the beauties of the region

Greater online presence

Better conditions for disabled people

Better infrastructure, hygiene, standardization, access roads, parking

To improve the quality of services

To close down the gambling houses

When promoting a destination for the sake of its natural beauty, it should not have the

slightest rubbish. Benches, bridges, fences and garbage bins should be regularly

maintained.


31

3.5. Consumer markets scoreboard

Consumer behaviour concentrates on how people formulate decisions to spend their accessible

assets (time, money, effort) on buying things. The questions that are asked in the survey are

presented in 3 groups:





Most of the tourist answered that the main reason is rest and relaxation, visiting relatives and

friends or having fun. The results are presented at the figure bellow.

Figure 19: Main reasons for visit Relevant information when profiling tourist is the frequency of their traveling experiences.

The results are presented at the figure bellow. From it, we can see that 50% of the respondents go

on holiday once in a year and 35% go several times (2-4 times) in a year.


32

Figure 20: Frequency of holiday trips

On the question: What is the reason why you decided to visit the region, not another tourist

destination, the responses are the following:

• The CBC region is picturesque and has a lot to offer with its cultural heritage and natural

beauties

• Easy availability and cheap prices

• Lovely nature, a good place to relax with clean air

• Availability, possibility for longer rest

• Vividness, cultural heritage, natural beauties

• Seminar/Conference/Business trip

• Visiting relatives/friends

When asked is this your first visit to this tourist destination, 53% answered NO, while

46.8% answered YES, this is their first visit to the region.


There are many online tools and apps around these days that allow you to put together an

itinerary that all work great. In the survey we investigated the Sources of information for traveling


33

when tourist organising the trip. Most of the respondents answered that they already knew about

it (40%) in a sense that they knew already the place and all information about it, 32% asked Friends

and Relatives about information and only 14% got information from travel agent. Other

respondents used Magazine/Newspapers, Electronic media (TV, internet), Books and guides,

Tourism fair and other. The results are presented in the figure bellow.

Figure 21: Sources of information when planning the visit in the CBC region

The result on the question “if tourists knew about the cross border offers, would they use

the opportunity for a daily visit to the CBC neighbor country” are 58% Yes and 42% No. This

result is very useful because on one hand there is the basis for the development of cross-border

tourist offers and interest among tourists, on the other hand tells us that tourism operators and all

tourist developers have to work on poor public awareness. To achieve sustainability – particularly

in an open border environment – tourism developers have to recognize both external and internal

catalysts for tourism in a destination, which in the context of border regions means that when

planning tourism there has to be an awareness of the circumstances and environment in the

neighboring countries.


34


In this survey the cross‐border activities in tourism from the consumer behavior perspective

were analysed. This is done by assessing the familiarity of tourists with cross-border tourist offers,

their willingness for utilization and recommendation the area to friends and relatives in order to

develop and promote these services with universal accessibility.

On the question: Did you visit the CBC neighbor country during your stay?, most of the

respondents (81,94%) said that did not visit it.

The respondents who answered yes (18,06%) and visited CBC neighbour country, on the question:

What place did you visit?, specified where did they went: Podgradec, Saranda, Struga, Ohrid,

Debar, Duras, Vlora, Shengin, Shkodra, Tirana, Korcha, Elbasan, and Vechan. On the question:

What services/activities did you use there?, the most common answers were:

Food and shopping

Visiting beaches

Sightseeing of the City, the Lake

Stroll through historic landmarks

Massage, Pedicure, Manicure.

To analyze the familiarity of tourists with cross-border tourist offers, their willingness for

utilization and recommendation the area to friends and relatives we asked the tourists: How did

you find out about the possibility of using these activities? The results were: I already knew of it -

38,81%, Friends and relatives - 22,39%, Travel agents - 11,94%, Promotional material-13,43%,

Electronic media (TV, internet) - 10,45%.

This indicates us that when people are good informed and recommendations given by

friends and relatives are very important for the development of tourism. The small representation

in promotional material and electronic media of such cross-border tourist offers must be changed

in order to develop the cross-border region into a well-known and sustainable tourist destination.


35

4. Tourists profiles

In this section, profiles of domestic and international tourists in the CBC region are presented.

According to the analysed factors, we identified six different groups. The most significant details,

which identify their profiles, are presented in organization chart below. In the presentation of each

profile, selection of the following attributes is done:

- Choice of destination,

- Places in the CBC region visited while the stay,

- Travel arrangements,

- Main reason for visiting the CBC region,

- Undertaken touristic activities,

- Type of transportation used within the destination,

- Cross-border experience,

- Willingness to visit the cross border region and explore both countries,

- Suggestions for improvement in the CBC region and tourism sector.

Bellow, several tourist profiles are presented:

domestic tourist,

tourist from Serbia,

tourist from Turkey,

tourist from Germany,

tourist from Netherlands, and

tourist from Poland.


36


37

Figure 22: Profile of domestic tourist


38


39

Figure 23: Profile of tourist from Serbia


40


41

Figure 24: Profile of tourist from Turkey


42


43

Figure 25: Profile of tourist from Germany


44


45

Figure 26: Profile of tourist from the Netherlands


46


47

Figure 27: Profile of tourist from Poland


48

Conclusion and recommendations

The Study on Profile of Domestic and International Tourists in the CBC Region aims to

contribute to a better understanding of tourists in the targeted CBC region, in the following

municipalities: in North Macedonia (Debar, Mavrovo-Rostushe, Centar Zupa, Vevcani, Ohrid and

Struga) and in Albania (Mat, Bulkise, Klos, Diber). With the survey conducted relevant

information were obtained and better understanding of the current situation regarding toursits

profiles. The objectives of the Study are to make comparison between domestic and international

tourists, create their profiles, based on preferences and behavior. Additionally, suggestions for

improvement in the touristic offer and potential for better cross border cooperation is given based

on the results of the survey. The recommendations can be used to propose measures and changes

in the tourist plans in the CBC region. Also, the study will assist in the creation of tourist

experiences, which can be offered on the interactive online platform. Furthermore, this study will

suggest topics for further development of the tourist providers in the CBC region.

The research methodology included literature review, survey design, creating

questionnaire with 30 questions, conducting research and receiving 368 responses from domestic

and international tourists. Conclusions and recommendations were drafted to answer the objectives

of the study, and provide useful information for tourist providers and representatives from public

institutions involved in tourism sector. After analysis of the results, profiles of 6 domestic and

international tourists are created. This information is relevant for the on-line platform and next

project activities.

Some of the results and conclusions are:

Three age groups (from 18 to 50) accounted for 63% of the total tourists surveyed.

Almost 60% of the interviewed respondents are employed. Significant percent of the

respondents are retired, and now active in touristic experiences.

The marital and family status of the respondents was assessed, and 30 % of the respondents

are single, 45 % are married.


49

36 % of the respondents use offered package tours when visited the CBC region, and 64 %

of the respondents arranged individually their visit.

Destinations in the CBC region can be visited as a short stay, during the weekend, or as

full holiday stay (from 7 to more than 14 days).

Most popular activities are sightseeing in the city, experiencing local food, visiting

historical sites, cultural heritage sights, enjoying water sport, sunbathing, and visiting

villages.

The domestic and international tourists generally have positive image of the destinations

in the CBC region. They gave lowest rating to the statement regarding the respect of the

natural environment in the CBC region.

Most of the tourist answered that the main reason is rest and relaxation, visiting relatives

and friends or having fun.

Most of the respondents answered that they already knew about it (40%) in a sense that

they knew already the place and all information about it, 32% asked Friends and Relatives

about information and only 14% got information from travel agent.

Also, respondents expressed higher scores and their satisfaction for the following elements:

unspoiled nature, climate conditions, opportunity for rest and friendliness of the local

people, and diversity of cultural/historical attractions.

Some of the suggestions respondents recommended are: better presentation and promotion

of the beauties of the region, greater online presence, better conditions for disabled people,

better infrastructure, hygiene, standardization, access roads, parking. In addition,

suggestions were made regarding improving the quality of services, not efficient waste

management, not sustainable products and services.

Even though most of the respondents don’t have experiences in exploring the CBC region

in both countries, they expressed willingness to visit new places. This result is very useful because


50

on one hand there is the basis for the development of cross-border tourist offers and interest among

tourists, on the other hand tells us that tourism operators and all tourist developers have to work

on better public awareness. To achieve sustainability – particularly in an open border environment

– tourism developers have to recognize both external and internal catalysts for tourism in a

destination, which in the context of border regions means that when planning tourism there has to

be an awareness of the circumstances and environment in the neighboring countries.

Sources of information that usually tourists use are promotional materials and travel agents,

but also, relaying their decision of choice of destination is the word and advice of friends and real

people. This indicates us that when people are good informed and recommendations given by

friends and relatives are very important for the development of tourism. The small representation

in promotional material and electronic media of such cross-border tourist offers must be changed

in order to develop the cross-border region into a well-known and sustainable tourist destination.

In the sense, the on-platform should use testimonials of people who used the services to spread the

satisfaction, and invite new people from their communities to engage.

According to the analysed factors, 6 profiles of domestic and international tourists (from

Germany, Poland, The Netherlands, Turkey and Serbia) in the CBC region are presented. In the

presentation of each profile, selection of the several attributes is done, such as, choice of

destination, places in the CBC region visited while the stay, travel arrangements, reasons for

visiting the CBC region, touristic activities, means of transportation, cross-border experience, as

well as willingness to visit the cross border region and explore both countries, concluding with

suggestions for improvement in the CBC region and tourism sector.

Recommendations for improvement in tourism in the CBC region given by domestic and

international tourists are presented in the Figure bellow.


51

The results from this study are relevant and can serve as support to improve the efficiency

of promotion and marketing of the CBC region, having the most appropriate approach to attract

tourists on long-term bases. The results from this study is expected to be of interest of people and

organisations active in tourism and travel sector, as well for representatives of the municipalities,

the ones who make decisions and create policies and strategies for tourism development.

Make tourist offer more available online

Improving the quality of promotional

materials

Development and active supply of eco-tourism,

alternative tourism and other forms of tourism that would be recognizable for

the region

Better promotion of local products

Development and offer of unique local tourist offers

Figure 28: Recommendations for improvement


52

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Annex 1

Questionnaire for profiling tourists that visited Macedonia and a prerequisite for

selecting a tourist destination

Dear Sir or Madam! Good morning/afternoon and welcome to our tourist destination. We are

pleased that you decided to stay here. If you have spent at least one night at our destination we

kindly ask you to participate in a survey which will help us make your future stay here even more

pleasant. The interview will take about 10-15 minutes and is conducted anonymously.

The results of this survey will contribute to the successful preparation of " Study on profile of

domestic and international tourists in CBC – Macedonia and Albania and their needs and

satisfaction". This research is part of the IPA component for cross-border cooperation between the

Republic of Macedonia and the Republic of Albania titled " Beyond Borders –Introducing Smart

Tourism and Sharing Economy "

Thank you in advance!


57

I. Comparison between domestic and international tourists based on socio- demographic characteristics

1. Please, name your country of origin: ___________________________

2. Please, select your place of stay during your visit: a. Ohrid b. Struga c. Vevcani d. Debar e. Centar Zupa f. Mavrovo I Rostushe

3. Please, select which places you visited during your stay: a. Ohrid b. Struga c. Vevcani d. Debar e. Centar Zupa f. Mavrovo I Rostushe g. Other ______________________

4. Gender a) Male b) Female

5. Age group a) 18 or less b) 19 - 30 c) 31 - 40 d) 41 - 50 e) 51 - 60 f) 61 - 70 g) 71 or older

6. Marital and Family status h) Single i) Married j) Divorced/separated k) Widow / widower l) Family with small children m) Family with teenager/s

7. What is your employment status? a) Employed b) Self-employed c) Unemployed


58

d) Retired / renter e) Student f) Other, what: ______________________________

8. What is your occupation?_______________________________________________________

Comparison between domestic and international tourists based on trip related variables

9. What are the main reasons for your visit to this tourist destination? (mark the appropriate answer)

a) Rest and relaxation b) Visiting relatives and friends c) Business reasons d) Attending a conference, congress, seminar, and other forms of educations e) Culture f) Fun g) Sports and recreation h) Health i) Religious reasons j) Other, what : ___________________________________

10. Travel companion a) Friend(s) b) Family/relative(s) c) Spouse/partner d) Alone e) Business associate/colleague(s) f) Lecturer/teacher g) Other traveler met along the way h) Student

11. Travel arrangement of tourist group a) Independent travel (Please continue with question 13) b) package tour (Please continue with question 12 )

12. Package component a) Accommodation b) Air fair c) Food and beverages d) Rental vehicle e) Commercial guided tour f) Admission fees to attractions


59

g) Cruise package

13. Tourist accommodation a) Hotel/resort b) Budget hotel/motel/inn/guest house/hostel c) Friend or relative’s house d) Serviced apartment e) Residential/short term rental f) Homestay program in villages g) Bungalow/villa

14. Transportation used to destination a) Car/personal vehicle b) Low-cost airline c) Bus d) Motorbike e) Major airline f) Others: ______________________________

15. Transportation used within the destination a) Public transport (bus, taxi etc.) b) On foot c) Personal/company vehicle d) Rented vehicle (car, motorcycle, bicycle etc.) e) Ride-sharing/non-taxi private transport

16. Length of stay a) 1-3 days b) 4-7 c) 8 - 14 d) 15 or more

17. Is this your first visit to this tourist destination? (mark the appropriate answer)

a) No, How many times have you visited this tourist destination in the past?_________________________________________________________

b) Yes

18. Source of information

a) I already knew of it b) Friends and relatives c) Travel agents d) Magazine/Newspapers


60

e) Electronic media (TV, internet) f) Books and guides g) Tourism fair h) Others, what:_________________________________

19. How often do you go on holidays lasting at least 5 days? (mark the appropriate answer) a) Every few years b) Once a year c) Several times (2-4 times) a year d) More than 4 times a year

20. How much do you plan to spend per person during your visit to this tourist destination on the following items?

a) Transportation (plane ticket, bus ticket, taxi, etc.) Approx._________EUR b) Accommodation Approx._________EUR c) Restaurants, cafes Approx._________EUR d) Souvenirs Approx._________EUR e) Food (not in restaurants) Approx._________EUR f) Other shopping Approx._________EUR g) Entertainment, entrance fees (theatre, cinema, exhibitions, museum)

Approx._________EUR

h) Other expenses Approx._________EUR i) TOTAL expenditure (only if undividable Approx._________EUR

21. Tourism activities

a) Experiencing local food b) Sightseeing in the city c) Visiting historical sites d) Cultural heritage sights e) Visiting museum/art gallery f) Art and cultural program g) Visiting national park h) Wildlife viewing i) Hiking/trekking j) Biking k) Climbing l) Enjoying water sport/swimming/ sunbathing m) Playing sports n) Enjoying night life o) Visiting villages p) Attending traditional cultural performance q) Getting health treatments r) Shopping

22. Below are listed some statements which refer to the general image of this tourist destination. For each statement please indicate to what extent you agree with it. »1« means you

completely disagree with it, and »5« means you agree with it completely.

I completely I completely

disagree agree

I don’t

know

1 2 3 4 5

1. I think most people have a positive opinion about

this tourist destination.

1 2 3 4 5

2. The staff at this tourist destination is friendly

towards the guests.

1 2 3 4 5

3. This tourist destination has a unique image. 1 2 3 4 5

4. I think this tourist destination is popular. 1 2 3 4 5

5. The staff at this tourist destination always put

guest first.

1 2 3 4 5

6. This tourist destination respects the natural

environment.

1 2 3 4 5

23. Below are listed some elements that express your satisfaction from your stay in this tourist destination. We ask you to evaluate them. Please indicate HOW SATISFIED аre you from

each of these elements (in general) (rate them on a scale »1« - Not at all Satisfied to »5« -

Very Satisfied).

ELEMENTS OF TOURIST

DESTINATION

»EXPRESS YOUR SATISFACTION «

Not at all

Satisfied

Partly

Satisfied

Satisfied More than

Satisfied

Very

Satisfied

1 2 3 4 5 1. Personal safety and security. 1 2 3 4 5

2. The destination can be easily

reached.

1 2 3 4 5

3. Overall cleanliness of the

destination.

1 2 3 4 5

4. Unspoiled nature. 1 2 3 4 5

5. Climate conditions. 1 2 3 4 5

6. Diversity of cultural/historical

attractions (architecture, tradition

and customs…)

1 2 3 4 5

7. The quality of the accommodation

(hotel, motel, apartment…)

1 2 3 4 5

8. Friendliness of the local people. 1 2 3 4 5

9. Organization of the local

transportation services.

1 2 3 4 5

10. The offer of local cuisine. 1 2 3 4 5

11. Possibilities for shopping. 1 2 3 4 5

12. Night life and entertainment. 1 2 3 4 5

13. Opportunity for rest. 1 2 3 4 5

14. Availability of sport facilities

and recreational activities.

1 2 3 4 5

15. Offer of cultural and other

events.

1 2 3 4 5

62 Study on Profile of Domestic and International Tourists in the CBC Region

16. Thermal spa offer. 1 2 3 4 5

17. Wellness offer. 1 2 3 4 5

18. Casino and gambling offer. 1 2 3 4 5

19. Conference offer. 1 2 3 4 5

24. What is the reason why you decided to visit Macedonia and not another tourist destination?

Answer:___________________________________________________________________________

25. In your opinion, what can be done to improve the tourist offer in Macedonia?

a. То promote local products b. To improve the quality of the promotional material c. To make the tourist product more available d. Development and active supply of eco-tourism, alternative tourism and other forms of tourism

that would be recognizable for the region

e. Development and active offer of unique local tourist offers f. Other:__________________________________________________________________

26. Did you visit Albania during your stay?

a. Yes (Please continue with question 27, 28 and 29 ) b. No (Please continue with question 30)

27. What place did you visit?

Answer: ___________________________________________________________

28. What services/ activities did you use there?

Answer: _______________________________

29. How did you find out about the possibility of using these activities?

a. I already knew of it b. Friends and relatives c. Travel agents d. Promotional material e. Electronic media (TV, internet) f. Tourism fair g. Others, what:_________________________________

30. If you knew about the offers, would you use the opportunity for a daily visit to Albania? a. Yes b. No

profile of domestic and international tourists in the cbc ... · macedonia (debar,...

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