Tour guide performance has been a hotly debated academic topic, owing to the critical role they play in facilitating a variety of tourist experiences. Similarly, museum tour guides are the initial point of contact for tourists and have a substantial impact on the total visitor experience, but their performance is far less investigated. Visitors’ satisfaction and behavior intentions are inextricably linked to museum guide performances in this case. The purpose of this research was to implement and test a well-established scale for assessing tour guide performance in the museum context. Moreover, the aim was also to single out and discuss museum guide types based on their performances. The research was conducted during May and June 2021 on a sample of 255 visitors from five museums in Serbia. The data were processed by SPSS, R and RStudio. The results indicate the existence of five museum guide types: Classic Professional, Agile Empath, Operational Erudite, Trustworthy Caretaker, and Passionate Socializer. The study explores sociodemographic differences in visitors’ evaluations of tour guide performances and gives theoretical and managerial implication for each museum guide type.

Depopulation of mountains has been an intense and lengthy process in Serbia. This paper will analyze the potential of Kopaonik mountain for the development of tourism, which can be one of the key factors for the demographic revitalization of the entire mountain. In tourism development so far, Kopaonik mountain stands out as one of the most important carriers of mountain tourism in Serbia. The limiting factor in the development so far is the pronounced seasonality of tourism promotion. The aim of the research in the paper will be to identify the factors that influence seasonality phenomena as the main limiting factor for achieving better economic effects.