Revealing Tourists’ Perceptions and Increasing the Likelihood of a Visit

Using the theory of planned behavior, this study looks at the factors that influence people's intentions to visit Croatia in the next five years, focusing on the perceptions of potential tourists from Germany, Austria, and Slovenia, the three most important tourism markets for Croatia (46,7 % of overnight stays in 2022). The study uses a diverse sample of 1200 respondents and employs principal component analysis, ANOVA, and regression analysis. The main results show that the perception of safety, nature and quality, facilities offered, level of education, country of origin, previous visits to Croatia, and frequency of trips abroad play an important role in the intention to travel to Croatia in the next five years. The respondents' attitudes towards sustainability aspects during the trip show nuanced relationships, with pro-environmental behavior having no significant influence, while pro-socio-economic behavior during the trip shows a negative correlation to visit. The research offers valuable perspectives for marketers and policymakers seeking to increase Croatia's attractiveness and competitiveness. It highlights the complex interplay of demographic, perceptual, and experiential factors that influence travel intentions.