Since Serbia disposes with significant natural potentials, it could have been among the most attractive countries in Europe only if the historical circumstances had been different. Existing natural resources and possi...Since Serbia disposes with significant natural potentials, it could have been among the most attractive countries in Europe only if the historical circumstances had been different. Existing natural resources and possibilities for their improvement demand planned strategy to make them efficient. Tourism, as a significant instrument of development, can and should take an active part in the strategy of sustainable development. Special attention in the paper is paid to the development of Vrnjacka Banja Spa as it is one of the main tourist destinations in Serbia. The strengths, weaknesses, opportunities, and threats of a business venture （SWOT） analysis offers the basic elements for defining the strategic direction and program priorities, measures and targets for improving the overall development of spas in Serbia. To identify the SWOT factors, we used materials from a number of studies on Serbian tourism, surveys on tourists in Vrnjcka Banja Spa and analysis of the market and competition. The SWOT analysis proves that the priority in development of spas in Serbia is attractiveness of the destination which involves the spa-health tourism with great potential in complementary forms of tourism, such as sport-recreational, cultural, transit and hunting tourism. It means that the future strategy should be based on improving and involving modern spa products. It means improving and maximizing marketing so as to make the tourist destination attractive. It further implies maximum investment in modern tourist products.展开更多
文摘Since Serbia disposes with significant natural potentials, it could have been among the most attractive countries in Europe only if the historical circumstances had been different. Existing natural resources and possibilities for their improvement demand planned strategy to make them efficient. Tourism, as a significant instrument of development, can and should take an active part in the strategy of sustainable development. Special attention in the paper is paid to the development of Vrnjacka Banja Spa as it is one of the main tourist destinations in Serbia. The strengths, weaknesses, opportunities, and threats of a business venture （SWOT） analysis offers the basic elements for defining the strategic direction and program priorities, measures and targets for improving the overall development of spas in Serbia. To identify the SWOT factors, we used materials from a number of studies on Serbian tourism, surveys on tourists in Vrnjcka Banja Spa and analysis of the market and competition. The SWOT analysis proves that the priority in development of spas in Serbia is attractiveness of the destination which involves the spa-health tourism with great potential in complementary forms of tourism, such as sport-recreational, cultural, transit and hunting tourism. It means that the future strategy should be based on improving and involving modern spa products. It means improving and maximizing marketing so as to make the tourist destination attractive. It further implies maximum investment in modern tourist products.
