The Learning Area Principles as a Framework for the Creation of Tourism Development Strategy of Novi Sad

Goal and objectives of the dissertationThe goal of this research is to critically evaluate the possibility of a strategic approach to tourism development in Novi Sad (Serbia) by applying the principle of tourism learning area (TLA). The following seven objectives are developed in order to achieve the aim of the study:1. To provide theoretical explanation and definition of TLA,2. To identify stakeholders of Novi Sad tourism sector,3. To examine the characteristics and resources of tourist destination Novi Sad,4. To conduct an environmental analysis of tourism industry in Novi Sad,5. To identify learning needs and opportunities of tourist destination Novi Sad,6. To explore relationship between transformational and transactional leadership, job satisfaction (JS) and dimensions of a learning organisation (DLO), and7. To indicate available funds and initiatives to increase the capacity of the destination.Methodology:The sample consists of employees from tourism sector. The total number of respondents was 118, out of which 3 were invalid. Therefore, the total number included in this research was 115. The transformational and transactional leadership questionnaire was used in this research (Bass & Avolio, 1990). The transformational leadership questionnaire consists of 11 items that are rated on the 7- point Likert scale (1- totally disagree, 7- completely agree). The transactional leadership questionnaire consists of 4 items with 7-point Likert scale (1- totally disagree, 7- completely agree). Marsick and Watkins (2003) developed an instrument that diagnoses the current status of learning within an organisation. The instrument that allows this is the Dimensions of the Learning Organisation Questionnaire- DLOQ. In this research, the full version of the questionnaire was used, consisted of 43 items with a 6-point Likert scale (1-almost never, 6- almost always). This instrument has proved to have a great value in use for both academic and practical purposes. The data was collected using standard pen and paper procedure, as well using electronic questionnaire with support of Google Documents Survey. The collected data was mined and analysed using Statistical Package for the Social Sciences (SPSS) for Windows Release 17.0. 0. The research has been conducted on the territory of City of Novi Sad.Results:The research conducted in this doctoral dissertation has expanded the concept of learning culture beyond the borders of USA and suggests that it is not a phenomena specific only for the West. The tourism stakeholders have been identified using stakeholder matrix method. Investments in tourism industry in Novi Sad have increased in the past ten years, especially in hospitality sector. The number of tourist bed nights and arrivals is in recovery process from the crisis of 2008. The number of foreign tourist arrivals is increasing, whereas the number of domestic tourist arrivals is decreasing. TOWS analysis has generated two potential tourism development strategies: mini- mini or maxi-mini strategy. Dimensions of Learning Organisation Questionnaire (DLOQ) was translated and adapted so that it could be used with Serbian-speaking populations. Serbian version of DLOQ revealed similar or better characteristics in terms of statistical properties to the original. Using DLOQ instrument, organisations can determine their level of organisational development and learning culture, diagnose problems and offer solutions. Correlation analysis has proven positive correlation between JS, transformational leadership, transactional leadership and all DLOs. JS is a correlation mediator between transformational leadership and DLO in only three of seven dimensions (Create continuous learning opportunities- individual level, Encourage collaboration and team learning- team level and Create systems to capture and share learning- organisational level). In all other factors of DLO, the transformational leadership factor has not lost its impact. …