CULTURAL – HISTORIC HERITAGE AND CULTURAL TOURISM IN THE FUNCTION OF STRENGTHENING OF THE TOURIST OFFER OF SERBIA

Dejan Đurić; Dragana Đurić

Dejan Đurić Business School of Applied Studies Novi Sad
Dragana Đurić Business School of Applied Studies Blace

Abstract

Cultural tourism, as a sort of tourism, comprises cultural values that have been created for centuries. The Republic of Serbia is characterized by exceptional attractive material and non-material cultural heritage, which offers a good basis for the development of a high-quality tourist offer and intensifying the total economic growth and prosperity. In this sense, cultural tourism represents a chance for development of Serbian underdeveloped tourism. However, natural and cultural resources of Serbia are not sufficiently valued. The existing cultural – historic heritage is not adequately protected, it is insufficiently presented, interpreted and promoted, so that it is not adequately included in the tourist offer.

By following good examples from Europe and surrounding countries, and developing awareness of the significance of natural and cultural heritage and cultural identity as determinants of the tourist offer, our country can differentiate from the competition and improve its position in the global tourist market.

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