ENTREPRENEURSHIP AS BASIS OF SERBIAN SPA TOURISM COMPETITIVENESS IN INTERNATIONAL TOURISM MARKET
Abstract
In extremely competitive conditions of tourism market, where everything is subordinate to the requirements of tourism demand, entrepreneurship plays the key role, being a primary source of ideas, innovations and creativity. The subject of this paper refers to the analysis of the situation in Serbian spa tourism. Main characteristic of spa tourism in Serbia is domination of domestic visitors, while foreigners make up only 16% of visitor turnover. This points to the conclusion that Serbian spas are not competitive in international market. Main goal of the paper is to highlight the significance of entrepreneurial activities in creation of innovative health-tourism product in Serbian spas, as in already known spa practices from the region. Significant contribution of the paper will reflect in guidelines towards relevant state institutions that can significantly improve development of entrepreneurship in Serbian spa tourism in order to achieve higher competitiveness in international tourism market.
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References
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