HOLSAT instrument measures tourist satisfaction by comparing tourists'
expectations and experience regarding various destination attributes.
Destination image influences tourists' expectations, while experience in the
destination modifies tourists' image perceptions, creating differences
between pre-visit and post-visit images. Based on these relationships, which
are theoretically explored in its first part, this study argues that HOLSAT
may be used for destination image research. The second part of the study
represents a demonstration of how HOLSAT may be used for measurement of both
tourist satisfaction and destination image, whereby the research was
conducted in Belgrade, a developing urban destination. The city's tourism
industry and destination image were severely damaged in the 1990s, whereby
they have started to slowly recover since 2000. Based on the results of the
conducted survey, satisfactory and unsatisfactory destination attributes
were identified, as well as positive and negative components of city's
pre-visit destination image. The most important positive components are
related to the destination's affordability, while the negative components
are related to safety, cleanliness and the arrival station. Modifications of
destination image caused by the visit were also identified. The biggest
image improvement after the visit was registered in attributes related to
safety and the friendliness of the local residents, while the negative
modifications related to the public transport were identified as the most
important ones. [Project of the Serbian Ministry of Education, Science and Technological Development, Grant no. 176017]