Marketing Research of Potentials of Spa Tourism in Serbia
Marketing Research of Potentials of Spa Tourism in Serbia

Summary/Abstract: In modern conditions of business tourism is an extremely important economic activity, as it has numerous positive effects on national economies. It affirms the development of regions and localities, and what is particularly important, in the conditions of the global problems of most countries with a large number of unemployed, is employed by the local population, mainly young and educated people. Tourism of the Republic of Serbia has great potential, given the natural resources and geopolitical position of the state. The paper presents the marketing research of the spa tourism potential of the Republic of Serbia, as well as the possibilities of its regional and global (re) positioning. Within the conducted research, the needs, wishes and opinions of two groups of foreign tourists - respondents: Russian - 160 and German - 240, were analysed in the period from 20 March 2016 to April 15, 2017, which were beneficiaries of spa tourism services of the Republic of Serbia. The results of the conducted research provided information of significance for the development of both the spa and the entire tourism of the Republic of Serbia. Foreign users of Serbian spa services: mostly older people (although there are not a small number of young people) with some type of illness (most cardiovascular and spondylosis); Numerous additional spa and out-of-premises facilities are expected; They want a healthy nature and a peaceful environment; The best source of information about a particular tourist destination for them is its personal stay and recommendations from friends; There are Serbian spas with which they are more, less or even at least familiar; The main reason for the arrival of foreign tourists are high quality of thermal water, prices of spa services and healthy climate; And all of these things should be a significant guide in the design and implementation of the policy of further development of Serbian spas, and the creation of a competitive marketing strategy.

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