Da li su srpske banje prepoznate kao centri savremenog zdravstvenog turizma – proučavanje percepcija domaćih gostiju
Are Serbian spas recognized as centres of contemporary health tourism – a study of domestic guest perceptions
Apstrakt
Rad procenjuje trenutno stanje i potencijal srpskih banja kao centara savremenog zdravstvenog turizma, fokusirajući se na percepcije i preferencije domaćih gostiju. Ispituje se kako su tradicionalne banjske usluge, kao što su termalni bazeni i saune, visoko cenjene, dok se savremeni velnes programi i alternativni tretmani manje koriste, ali pokazuju potencijal rasta. Istraživanje o percepciji zdravstvenih i velnes usluga sprovedeno je među građanima Srbije, posebno u Beogradu i većim banjama Sokobanji i Vrnjačkoj Banji, koje zajedno ostvaruju približno polovinu nacionalnog banjskog prometa. Podaci su prikupljeni korišćenjem papirnih upitnika i onlajn sistema (CAWI metodom), akumulirajući ukupno 368 odgovora od juna do septembra 2022. godine. Dobijeni rezultati identifikuju značajne mogućnosti srpskih banja da prošire i diversifikuju svoju ponudu kako bi odgovorile na promenljive zahteve tržišta i naglašavaju potrebu za strateškim ulaganja u infrastrukturu, kvalitet usluga i marketing. Kroz sveobuhvatnu analizu, ovo istraživanje ima za cilj da informiše i usmeri srpske banje da se prilagode svetskim trendovima u zdravstvenom turizmu i obezbedi njihov održivi razvoj i konkurentnost.
Abstract
This study assesses the current state and potential of Serbian spas as centers for contemporary health tourism, focusing on the perceptions and preferences of local guests. It examines how traditional spa services such as thermal pools and saunas are highly valued, while modern wellness programs and alternative treatments are less used but show growth potential. The survey assessing health and wellness service perceptions was carried out among Serbian citizens, particularly in Belgrade and the major spa towns of Sokobanja and Vrnjačka Banja, which together account for approximately half of the national spa turnover. Data was collected using both paper questionnaires and an online CAWI system, accumulating a total of 368 responses from June to September 2022. The study identifies significant opportunities for Serbian spas to expand and diversify their offering to meet changing market demands and emphasizes the need for strategic investment in infrastructure, service quality, and marketing. Through a comprehensive analysis, this research aims to inform and guide Serbian spas to adapt to global trends in health tourism and ensure their sustainable development and competitiveness.
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https://doi.org/10.5937/mkng2401027Z
