TOURIST SATISFACTION AND KEY FACTORS OF ATTRACTIVENESS OF SUMMER DESTINATIONS: A CASE STUDY OF PIERIA, NORTHERN GREECE

Abstract

The study analyzes the key factors determining tourist satisfaction at Serbian summer coastal destinations in Northern Greece, with a particular focus on the Pieria region. The study is based on contemporary theoretical approaches to tourism, while the empirical part was conducted through a survey among 120 Serbian tourists during the summer tourist season of 2025, aiming to identify respondents’ demographic characteristics, travel motives, and satisfaction levels with various elements of the tourist offer. The results indicate that the region predominantly attracts middle-aged and older tourists, highly educated and mostly repeat visitors, with the main motives related to relaxation and recreation, suggesting potential for sustainable and stable tourism development. Using statistical methods, it was found that the gastronomic offer positively affects overall tourist satisfaction, while improvements in environmental standards reduce negative impacts and improve the visitor experience, including their loyalty to the destination. It is concluded that Pieria has favorable conditions for stable and sustainable tourism development, with the need for further enhancement of these aspects. The scientific contribution of the paper lies in the empirical confirmation of the influence of key elements of the destination offer on tourist satisfaction, while the practical contribution provides recommendations for improving destination management to promote sustainability and increase the quality of the tourist offer.