THE PERCEPTION OF THE TOURIST SERVICES QUALITY WITH MODEL FOR PREDICTING THE LIKELIHOOD OF RETURNING TO THE DESTINATION

Given the unpredictability of consumer behaviour, a very small number of studies indicate a relationship of consumer satisfaction and the probability of returning. An extensive experience in the touristic and hotel management has motivated the authors to complete this study about essential marketing categories: the perceived quality and customer satisfaction in the function of predicting the probability of return to the destination. The results of the research indicate the statistically significant correlation between the satisfaction with the total hotel service, the tourist offer of the locality and a high level of likelihood of having guests return to the destination. Originality: A model for predicting the likelihood of returning to the hotel was established based on factor analysis, by using the example of Montenegrin holiday tourism. Proposals and recommendations were made for future research with empirical assessments of this concept and for applications of the model in the hospitality industry.