Competitiveness of Serbia as a Tourist Destination – Analysis of Selected Key Indicators
Konkurentnost Srbije kao turističke destinacije – analiza odabranih ključnih pokazatelja
Abstract
To achieve the favourable competitiveness position, tourist destination has to offer quality experiences to tourists that can make the destination more attractive compared to other tourist destinations. The role of destination management is to exploit and develop existing resources by using clear and effective strategies for developing tourism products and creating additional value of tourist experience.The first step of analysis is to define destination competitiveness by using the indicators which will review and give the guidelines for improvement of competitive position. This paper discusses the tourist destinations’ competitiveness and indicators for its measurement with a special reference to Serbia. Tourism development of Serbia is a big chance for overall economic development of the country.Current competitive position of Serbian tourism on international market is not satisfactory and this paper is trying to analyse and to point out the reasons of Serbia’s tourism low competitiveness. Conclusions about the competitive positioning of Serbia as a tourist destination are drawn out firstly based on the relevant studies as well as on the Serbian Tourism Development Strategy. The results of Travel and Tourism Competitiveness Index (WEF TTCI) reports for Serbia are also presented. Based on own research, this paper is also showing the results related to competitiveness of Serbia as a tourist destination in terms of two groups of indicators: natural, cultural and historical resources as well as destination management. According to the results, Serbia is more competitive in its natural, cultural and historical resources comparing to the role of destination management.
Apstrakt
Da bi turistička destinacija stekla povoljniju konkurentsku poziciju mora ponuditi turistima kvalitetnija iskustva koja bi je učinila atraktivnijom u odnosu na druge turističke destinacije. Uloga destinacijskog menadžmenta je da se iskoriste i razviju postojeći resursi na osnovu jasnih i efikasnih strategija razvoja turističkih proizvoda i stvaranja dodatne vrednosti turističkog iskustva. Prvi korak u analizi je definisanje konkurentnosti destinacija pomoću pokazatelja koji će utvrditi konkurentsku poziciju i dati smernice za njeno poboljšanje. Ovaj rad je posvećen konkurentnosti turističkih destinacija i indikatorima za merenje konkurentnosti sa posebnim osvrtom na Srbiju. Razvoj turizma Srbije je velika šansa za ukupan privredni razvoj zemlje. Trenutna konkurentska pozicija srpskog turizma na međunarodnom tržištu nije zadovoljavajuća i ovaj rad izdvaja i analizira neke od razloga loše konkurentske pozicije turizma Srbije. Zaključci o konkurentskoj poziciji Srbije kao turističke destinacije su izvedeni na na osnovu odgovarajućih istraživanja, kao I Strategije razvoja turizma Srbije. Takođe su analizirani i rezultati Indeksa konkurentnosti turizma Srbije na osnovu metodologije Svetskog ekonomskog foruma (WEF TTCI). Na osnovu sopstvenih istraživanja , u ovom radu su prikazani rezultati koji se odnose na konkurentnost Srbije kao turističke destinacije u odnosu na dve grupe indikatora: prirodne I kulturno -istorijske resurse kao i upravljanje destinacijom . Prema rezultatima istraživanja, prirodni i kulturno- istorijski resursi Srbije su značajniji faktor konkurentnosti u odnosu na destinacijski menadžment.
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