TOURIST SATISFACTION AND QUALITY RESEARCH OF TOURIST OFFER

Umag, a town on the northwest coast of Istria, has a number of comparative advantages as a tourist destination, a wide range of hotels and restaurants, diverse accommodation options and a large number of sporting, cultural and other tourist events. The purpose of this paper is to provide insight into the level of satisfaction of tourists with Umag as a tourist destination, and to determine the level of quality of the tourism offer in the destination. For this purpose, empirical research was conducted in the area of Umag, which included 200 respondents in the period from 1 June to 30 September 2012. The method of self-completion questionnaires was used. The aim of the conducted research was to investigate and determine the level of tourists' satisfaction with the tourist offer of this destination in order to provide a foundation for creating, updating and improving the existing tourism and marketing activities of this Istrian tourist destination, so that conclusions can be made, based on the obtained data, about the quality of the tourism offer in the tourist destination of Umag. The analysis of the collected data provided an answer to the research question wherefrom the conclusion regarding the satisfaction of tourists with the tourist destination of Umag was derived. Tourists rated individual elements of the tourist offer very high, thus showing their satisfaction, but there still remains room for improvement.