Бањски туризам у функцији брендирања Србије
Spa Tourism in the Function of Branding of Serbia

Summary/Abstract: Wealth of Serbia is in diversity of mineral, termal and termomineral water springs representing major potential of spa centres development. Mineral, termal and termomineral springs, good organized spas, recreation centres and climate resorts are located all over our country, everyone with their specific geographic conditions. Destination branding based on positive influence on health is relatively new strategy where marketing strategy is accommodating in order to communicate values of health. It includes, not only, nutiritive and medical statements, but use of positive trustworthy brands as well. Solutions for improvement of the spa tourism in Serbia are in complementary development of spa and mountain tourism as some of the baths are in immediate vicinity of the mountains. Complementary of development synchronicity in objects establishment, enrichment of supply, multiplying of content elements, sojourn, whole season business activity, common approach on local and international market, lasting and good designed propaganda, escaping disloyal competition and higher level of using natural healing factors. Whole state must represent itself to contemporary tourists as attractive destination and cultural tourism is one of the best options. With social development habits, wishes and needs of tourists are changed looking for different sorts of holidays. However, it is necessary to change the oldfashion image wit the new one and beside tourist coming for healing good care should be taken for those arriving for fun and meet their needs and expectations as a guests.

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