FACTORS OF EXPECTED AND RECEIVED VALUE: AN EXAMPLE OF TOURIST DESTINATION DUBROVNIK

From the theoretical point of view the main objective of this paper is to analyze the expected value and received value in the concept of customer perceived value and its importance in marketing, while the empirical goal is to explore the dimensions that affect the expected and received value of tourist destinations. Theoretical propositions in this paper are tested in the case of tourist destinations and accordingly defined the model of expected and received value for Croatian tourist destination, Dubrovnik. The model was tested using confirmatory factor analysis in AMOS program. The results show a significant effect of the expected destination appearance and reputation on the expected value which determines the tourist behavior when choosing which destination to visit, while the received (experienced) value was the most affected by perceived quality of tourism services, followed by destination appearance.