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Marketing
2013, vol. 44, br. 3, str. 199-210
Konkurentnost Srbije kao turističke destinacije - analiza odabranih ključnih pokazatelja
Popesku Jovan ORCID, Pavlović Danijel ORCID
Univerzitet Singidunum, Fakultet za turistički i hotelijerski menadžment, Beograd, Srbija

e-adresa: jpopesku@singidunum.ac.rs, dpavlovic@singidunum.ac.rs
Sažetak
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 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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O članku

jezik rada: engleski
vrsta rada: izvorni naučni članak
DOI: 10.5937/markt1303199P
objavljen u SCIndeksu: 16.12.2013.

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