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2022, vol. 70, br. 1-2, str. 113-127
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Faktori konkurentnosti srpskog turizma
Competitiveness factors of Serbian tourism
aUniverzitet u Beogradu, Ekonomski fakultet, Katedra za poslovnu ekonomiju i menadžment, Srbija
bUniverzitet Metropolitan, Beograd, Srbija + Foreign Investors Council, Belgrade
cInstitut ekonomskih nauka, Beograd, Srbija
Sažetak
Konkurentnost turističke destinacije, prema konceptu autentičnosti, zavisi od kompleksne međuzavisnosti brojnih komponenti same destinacije i interakcije ovih komponenti sa posetiocima destinacije. Globalni standard za merenje konkurentnosti zemalja predstavlja TTC indeks Svetskog ekonomskog foruma, na čijoj rang listi Srbija zauzima relativno slab položaj. Taj se položaj ciklično popravlja i kvari, a tome doprinose i suprotna kretanja pokazatelja unutar pojedinih sub-indeksa, ukazujući na nekoordinisane aktivnosti. Strategija razvoja turizma Srbije (TDS), kao krovni dokument u cilju koordinacije napora u razvoju i unapređenju konkurentnosti srpskog turizma, identifikuje prioritetne proizvode i destinacije unutar Srbije. Poznati prioriteti bi trebalo da doprinesu kako koordinaciji ključnih stejkholdera, tako posledično i konkurentnosti na međunarodnom tržištu. Sprovedena analiza u ovom radu ukazuje da je TDS samo delimično identifikovala proizvode i destinacije koje biraju posetioci.
Abstract
According to the concept of authenticity, competitiveness of a tourist destination depends on the complex interdependence of numerous destination components and their interaction with the visitors of the destination. The global standard for measuring competitiveness of countries is the TTC Index of the World Economic Forum, the ranking list where Serbia holds a relatively weak position. This position has been cyclically improving and deteriorating, and opposite trends of indicators within individual sub-indices also contribute to this, suggesting that activities are uncoordinated. The Tourism Development Strategy of Serbia (TDS), as an umbrella document to coordinate efforts to develop and improve the competitiveness of Serbian tourism, identifies priority products and destinations in Serbia. Such established priorities should contribute both to the coordination among key stakeholders and, consequently, to competitiveness in the international market. The analysis conducted in this paper indicates that TDS has only partially identified the products and destinations chosen by visitors.
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