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2016, br. 64, str. 419-452
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Uticaj atributa u banjskom turizmu na konkurentnost, primer Vrnjačke Banje
Impact of attributes in spa tourism on the competitiveness, example of Vrnjačka Banja
aUniverzitet Privredna akademija u Novom Sadu, Fakultet za primenjeni menadžment, ekonomiju i finansije, Beograd bUniverzitet u Kragujevcu, Fakultet za hotelijerstvo i turizam, Vrnjačka Banja cUniverzitet u Beogradu, Geografski fakultet
e-adresa: darko.dimitrovski@kg.ac.rs
Sažetak
Banjski turizam u Srbiji poseduje značajan turistički potencijal. Danas je konkurencija na turističkom tržištu, a pogotovo između destinacija banjskog turizma veoma izražena. Konkurentnost bilo koje turističke destinacije, a posebno destinacije banjskog turizma u velikoj meri zavisi od ključnih atributa turističke ponude. Ovaj rad sadrži rezultate studije koja je sprovedena sa ciljem da unapredi razumevanje percepcije turista o važnosti atributa turističke ponude Vrnjačke Banje kao banjske destinacije. Pregledom literature izdvojeni atrobuti su grupisani u faktore, kao bi se odredilo koje grupe atributa imaju najveću važnost u svesti banjskih turista. Izdvojeno je ukupno šest faktora. Nakon toga je na osnovu t-testa utvrđena statistički značajna razlika između turista koji planiraju da ponovo posete i preporuče Vrnjačku Banju i turista koji ne planiraju da ponovo posete i preporuče ovu turističku destinaciju, kada su u pitanju njihovi stavovi prema izdvojenim faktorima. Na kraju, putem ANOVA testa, istraživanje utvrđuje statistički značajnu razliku u odnosu prema atributima u zavisnosti od dužina boravka turista u Vrnjačkoj Banji. Prepoznavanje ključnih atributa banjske turističke destinacije u percepciji banjskih turista omogućava da organizacije i pojedinci zaduženi za turistički razvoj formiraju ponudu koja će odgovarati potrebama turista i postići visok nivo konkurentnosti na turističkom tržištu.
Abstract
Spa tourism in Serbia has a considerable tourist potential. Today there is a strong competition on the tourist market, particularly among destinations in spa tourism. Competitiveness of any tourist destination, in particular a spa tourism desti¬nation, greatly depends on key attributes of tourism supply. This paper includes the result of a study which was carried out in order to improve tourists' perception of the importance of the attributes of tourism supply in Vrnjacka Banja. By reviewing the literature, attributes were extracted and grouped into factors in order to decide which groups had the greatest importance in the minds of spa tourists. There were six factors in total. After that and based on t-test, a statistically significant difference between the tourists who plan to visit Vrnjacka Banja again and to recommend this tourist destina¬tion and those who do not was determined according to their attitudes towards these factors. Finally, using ANOVA test, the study proves a statistically significant differ¬ence related to the attributes depending on how long the tourists stayed in Vrnjacka Banja. By recognizing the key attributes of a spa tourist destination in the spa tourists' perception, organizations and individuals who are responsible for the development of tourism will be able to form a supply which suits tourists' needs best, while achieving a high-level competitiveness on the tourist market at the same time.
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