Turizam Volume 30, Issue 2-3
SOCIO-DEMOGRAPHIC DIFFERENCES IN TOURISTS’ PERCEPTION OF MEMORABLE TOURISM EXPERIENCE AND DESTINATION PERSONALITY: A CASE STUDY OF BANJA LUKA
Authors: Dajana Kopuz, Sanja Kovačić
Abstract: Although memorable tourism experience and destination personality have attracted increasing attention in tourism research, a limited number of studies have examined these concepts within a unified analytical framework, particularly in relation to tourists’ socio-demographic characteristics. The aim of this study was to examine differences in the perception of memorable tourism experience and destination personality in relation to tourists’ socio-demographic characteristics (gender, age, education level, employment status, and monthly income), as well as the number of visits to the destination and travel companions. The study included 110 respondents, comprising both domestic and international tourists who visited the city of Banja Luka (Bosnia and Herzegovina). Data were collected through both on-site and online questionnaires using a convenience sampling approach and analyzed using IBM SPSS Statistics 23. The results indicate statistically significant differences in the perception of memorable tourism experience and destination personality based on respondents’ gender and number of visits to the destination, while no significant differences were found for the remaining variables. The study contributes to the existing literature by providing insights into memorable tourism experience and destination personality within a unified socio-demographic framework in the context of Banja Luka, a destination that has received limited attention in this type of tourism research. These findings provide useful insights for identifying target tourist segments and developing marketing strategies aimed at positioning and differentiating Banja Luka in the tourism market.
Keywords: memorable tourism experience, destination personality, socio-demographic characteristics, tourists, Banja Luka
Article info: 122-135
Received: February 2026 | Accepted: May 2026