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Over the past two decades, many researchers, as well as hotel management, conducted surveys on visitor satisfaction with service quality of hospitality products. However, there is a lack of investigation of the perceived quality of hotels products in Vojvodina whose economy is still in the stage of adjustment to the new economic conditions due to the transition and ownership transformation. Thus, the aim of this study is to identify all the specific factors of hotel product and to point out the necessity of strengthening them in order to reach the level of satisfaction of customers of services provided. Data were collected from a sample of guests staying at various city hotels in Vojvodina (Serbia), rated with 1 up to 5 stars. Two types of analyses were performed to reach this objective: the exploratory factor analysis (EFA) and after that, the one-way analysis of variance (One-way ANOVA) with the view of determining a substantive effect of factors in different hotel categories. The paper identifies five major attributes as the most influential factors of the hotel product quality, i.e. front office services, employees, hotel facilities, restaurant service and the location of facilities. The discussion of findings leads to some suggestions on how to reach the hotel-product improvement and the specialization of hotels.

HOTEL-PRODUCT PERCEIVED QUALITY: A CASE STUDY OF CITY HOTELS IN VOJVODINA (SERBIA) - A FACTOR ANALYSIS