Aleksandra Vujko
- Singidunum University, Faculty of Tourism and Hospitality Management, Danijelova 32, Belgrade 11000, Serbia
Drago Cvijanović
- Faculty of Hotel Management anf Tourism in Vrnjačka Banja, Vojvođanska 5a, 36210 Vrnjačka Banja, Serbia
Abstract:
To define sustainable behavior in hotels—particularly regarding the reduction of prejudice toward tourists from the Balkans—a socio-psychological model provides a valuable framework. This model considers the interplay between individual attitudes, social context, and direct interpersonal contact. This study investigates the hypothesis that interactions between tourists and tourism employees can evolve into meaningful social contact, acting as a mechanism for reducing even deeply ingrained biases. Conducted over two years (2022–2024) in seven Austrian hotels, the study involved 479 tourists from Serbia and Bosnia and Herzegovina and 117 hotel employees. A longitudinal mixed-method approach was applied. Employee attitudes were assessed in two phases: prior to tourist arrival using the Thurstone Attitude Scale, and after departure using the Bogardus Social Distance Scale. Exploratory Factor Analysis of pre-contact data revealed six key prejudice dimensions—Antagonism, Animosity, Conflict, Arrogance, Indecency, and Criminogenicity. Post-contact results showed a measurable reduction in social distance, supporting the idea that structured contact over time facilitates attitude change. These findings reinforce the role of tourism as a catalyst for intercultural understanding and socially sustainable behavior in hospitality
9th International Thematic Monograph: Modern Management Tools and Economy of Tourism Sector in Present Era - 9th International Thematic Monograph: Modern Management Tools and Economy of Tourism Sector in Present Era
Published by: Association of Economists and Managers of the Balkans; Faculty of Tourism and Hospitality, Ohrid, North Macedonia
ISBN: 9788680194943 , ISSN: 26835673 , DOI: 10.31410/tmt.2024-2025
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