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The research into the behavior of potential tourists regarding the choice of a tourist destination conducted in Backa was done by a survey composed of the analysis of basic indicators, as well as factor analysis. The target segment on the tourist market was the total number of the inhabitants in Backa region, and the sample that represents the target segment was the people of Backa who use the services of chosen travel agents in Novi Sad, Subotica Sombor, Backa Topola, and Vrbas. The questionnaires reflect the attitude of potential tourists to the decision-making process regarding the choice of a tourist destination. The selection of the sample was done randomly and was limited to the number of people who visited those travel agents’ and their willingness to do the questionnaire.

Analysis of potential tourists’ behavior in the process of deciding upon a tourist destination based on a survey conducted in Backa region