Changes in the structure of consumers' (tourists') needs that shape tourism in accordance with the modern way of life attribute greater importance to different types of consumers/tourists. Understanding consumer behaviour (tourists as consumers) is significant in terms of tourism destination management. This paper presents the results of a research conducted with the aim of identifying activities (visiting cultural and historical attractions, sport and recreation, health, fun, gastronomy, shopping, cultural entertainment events) that consumers/tourists prefer in a tourist destination depending on their age and family structure. Two hypotheses were set in this paper: H 1 : There is a statistically significant difference between the age of tourists and the activity preferences in a tourist destination; and H 2 : There is a statistically significant difference between the family structure of tourists and the activity preferences in a tourist destination. The sample included 1117 respondents from the area of the Autonomous Province of Vojvodina. A survey was conducted from January to March 2017. In accordance with the defined hypotheses, descriptive statistics and a statistical test of multivariate analysis of variance (MANOVA) were used.

Sustainable tourism should maintain a high level of tourist satisfaction, so identifying components of tourism destination image plays an important role in destination management and marketing. This study aims to explore issues related to the image of a rural tourism destination, with the focus on the cognitive component. It also aims to analyze three dimensions of the cognitive component: functional, mixed, and psychological. Furthermore, this study gives the answer to the question of which dimension of the cognitive component makes the most significant impact on the general image of a rural tourism destination. The sample comprised 562 respondents. Data analysis included exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM). The results indicate the existence of three dimensions of the cognitive component, and it can be concluded that the psychological dimension of the cognitive component has the most significant impact on the general image of a rural tourism destination.

In order to achieve successful positioning, rural tourism managers and marketers need to understand consumer behaviour. Above all, they need to answer the question of which customer profiles are suitable to particular tourist destinations There are three types of statistical measurement used for research into consumer, i.e. tourist behaviour, and those are volume, value and profile. A profile encompasses characteristics of the consumers per se and characteristics of trae. The aim of the paper is to define the profile of rural tourism consumer based on the results of the conducted research, taking into account two socio-demographic characteristics of the consumers - age and education level in relation to three characteristics of travel - frequency of engaging in rural tourism, travel companions and information sources used to plan the trip. The research encompassed 150 respondents each from Serbia and Austria respectively. Cross-tabulation method was used for testing the set hypotheses.

The customer service experience with a specific travel agency is a kind of moment of truth. Customer satisfaction is the outcome they have experienced when service performance met expectations. Contrary to satisfaction, consumers may experience dissatisfaction with the provided service. One of the responses to dissatisfaction is a consumer complaint. Apart from feeling satisfaction or dissatisfaction with the provided service, consumers may also be satisfied or unsatisfied with the complaint process. The aim of this paper is to identify differences in the determinants of complaint behavior (tendency to file a complaint, justice of interaction, perception of fairness, satisfaction with the complaint handling process and loyalty) between female and male respondents. Field research was conducted meaning that the primary data were collected through a survey. The paper presents the respondents' assessments of the set statements regarding experiences during the complaint process. To meet the research objectives, the Mann-Whitney U test was applied, which is used to examine the differences between the two independent groups as a nonparametric alternative to the t-test of independent samples.

Objectives:Interpersonal influence and word-of-mouth communication represent the most important sources of information used in the purchase decision process. This form of communication has a special role and importance in tourism due to the intangible nature of products offered in this market. With the advancement in information technologies an increasing number of consumers - users of tourist services use the Internet to obtain information about a tourist destination and, at the same time, share their experiences with other consumers. In this way online interpersonal influence and electronic word-of-mouth communication are realized. The aim of this paper is to examine whether there are any significant differences in the electronic word-of-mouth effects and generation by consumers - users of tourist services in relation to their socio-demographic characteristics (gender, age, and education). Methodology: The sample included 228 respondents from the province of Vojvodina. The method of cross-tabulation was applied in order to test the hypotheses. Implications/results: Survey results provide tourism marketers with a more detailed insight into the behavior of users of tourist services with respect to their socio-demographic characteristics. Contribution: This paper contributes to further theoretical elaboration of the current phenomenon of electronic word-ofmouth in terms of explaining it through the prism of causes and effects.