Towards developing a sustainable tourism destination: understanding motives of gold panning on the River Pek

Research question: The aim of the paper is to identify the statistically significant drivers for gold panning revisit intention at the River Pek in Serbia as one of the key factors in determining a positive effect on the destination’s economic sustainability. Motivation: The paper measures the effects of learning, socialization, nature and prestige and their influence on revisit intention. Idea: The core idea of this paper was to empirically evaluate the relationship between recogized tourism motivation as an independent variable and revisit intention as a dependent variable, given that revisit intention represents an important indicator regarding the sustainablity of an emerging tourist destination. Data: Empirical research was conducted on a sample of 230 respondents. A convenience sample was used and was constructed of people who had visited the River Pek as members of organized groups. Tools: Analysis of the data was conducted in SPSS and Amos. The statistical analysis was implemented in two steps. Since this model contains one dependent and four independent variables, its validity has been tested by means of a confirmatory factor analysis. In order to test the significance and strength of the effects independent of the dependent variable, a structural equation model was applied. Findings: The findings of the research suggest that two variables are statistically significant triggers of revisit intention – nature and prestige. Obviously, tourists are likely to engage in the activity of gold panning due to having a desire to experience something new and exciting, which is considerably different from their everyday activities, as well as from other types of tourism. Contribution: The main contribution of the study is to describe in more detail the concept of gold panning and its potential – as a form of niche tourism – to contribute towards establishing the River Pek as a sustainable tourist destination. The study also contributes to existing literature through the implementation of quantitative research of the motives for gold panning.