MARKETING APPROACH TO THE HEALTH TOURISM IN REPUBLIC OF SERBIA

Jovanka Popović, Milan Novović, Saveta Vukadinović

Abstract


Territory of The Republic of Serbia is one of the world's richest in thermal mineral water, mountains, rare and lush vegetation. These resources represent a very good foundation for the development of health tourism, which deserves special attention in this area, given that it hasn't been sufficiently utilized. This paper aims to present possibilities of development of health tourism in the Republic of Serbia, as a topic that is very relevant in the present conditions, because the range of attractive components in the world is reducing. Since the marketing approach is an indispensable part in creating health tourism development, special attention was focused on this segment of its overall development. Definition and differentiation of marketing approach in the health tourism development includes a number of determinations, which in an original way, allow the treatment of contemporary issues. Regarding this, the problem is placed in a way not only to give a scientific contribution from a theoretical point of view, but also for its practical application. This approach allows observation of both, development and market component. At the end of the paper SWOT analysis will be done, which will allow consideration of the real strengths and weaknesses, opportunities and threats, in marketing approach implementation to the development of health tourism in the Republic of Serbia, which includes organizational, commercial and financial footing that could encircle this issue.

Keywords


Republic of Serbia, marketing approach, health tourism, development, SWOT analysis

Full Text:

PDF (Serbian)

References


Anon. (2005, 11 24). Strategija turizma Republike Srbije. Retrieved 03 24, 2013, from Univerzitet u Novom Sadu Prirodno-matematički fakultet; Departman za geografiju, turizam i hotelijerstvo: http://dgt.pmf.uns.ac.rs/download/ektur04v.pdf

Bartoluci, M., Čavlek, N., & al. (2007). Turizam i sport - Razvojni aspekti. Zagreb: Školska Knjiga.

Bogojević, A., Protić-Eremić, L., Budovalčev-Papić, S., Dunčić, D., Tomin-Rutar, T., Sanader, Z., . . . Žižić, M. (2006, 11). Studija razmeštaja banja u AP Vojvodini. Retrieved 04 02, 2013, from JP Zavod za urbanizam Vojvodine: http://www.zavurbvo.co.rs/doc/studije/II_faza.pdf

Connell, J. (2006). Medical tourism: Sea, sun, sand and… surgery. Tourism Menagement, Vol. 27, No. 6, pp. 1093-1100. doi:10.1016/j.tourman.2005.11.005.

Gordon, O. (1980). Marketing today. London: Prentice Hall International.

Mihajlović, D. (1995). Savremeno stanje banjskog i klimatskog lečenja, problemi, perspektiva razvoja. Banjska i klimatska mesta Jugoslavije, str. 11-21. Beograd: Savez inženjera i tehničara Srbije.

Mimović, P., Kocić, M., Milanović, M. (2012). A'WOT model izbora optimalne strategije razvoja turizma opštine Vrnjačka Banja: http://teme.junis.ni.ac.rs/teme2-2012/teme%202-2012-23.pdf (19.01.2013.)

Momirović, M. D. (2008). Termomineralni izvori u funkciji razvoja zdravstvenog turizma u Timočkom regionu: http://tmg.org.rs/v320408.htm (19.01.2013.)

Nikolić, S. (1998). Priroda i turizam Srbije. Beograd: Eko centar.

Stanković, S. (2002). Rehabilitacioni centri i banjski turizam uže Srbije. Turizam Srbije, str. 357-371. Beograd: Srpsko geografsko društvo.

Trbović, I. (2011). SWOT analiza u nekoliko reči:http://ilijatrbovic.wordpress.com/2011/02/08/swot-analiza-u-nekoliko-reci/ (18.01.2013.)


Refbacks

  • There are currently no refbacks.