Kristina Košić, Nemanja Tomić, Vuk Garača, Aleksandra Dragin
DOI: 10.35666/23038950.2026.53.147
UDC: 911.3[338.48-6:615.8](497.113)"18/19"
Abstract: Competitiveness of spa tourism destinations- case study of Vojvodina (Serbia)
Spa tourism represents an important segment of Serbia's tourist offer, both due to the abundance and quality of thermal mineral springs and the expertise of medical staff. Spas have continuously adapted to the needs of tourists, so over time their primary therapeutic function has been complemented by recreational and wellness offerings. The aim of this paper is to assess the competitiveness of Vojvodina is as a spa tourism destination and to evaluate the current state of all factors affecting the competitiveness of spas in the Vojvodina Province (Northern Serbia). The Spa Assessment Model (SAM) was used to evaluate both the current use and the tourism potential of spas, as well as for assessing spas from the perspective of spa visitors. Both tourism experts and tourists –including medical tourists and recreation-motivated spa tourists – were involved in the evaluation. The results indicate that stakeholders consider Vojvodina not currently competitive as a spa tourism destination, although some advantages were identified, which could be leveraged to improve the region’s position in the spa tourism market. The findings also highlight the main differences between the two market segments and reveal their preferences, enabling spa management to tailor spa product more effectively to each market segment.
Keywords
competitiveness, spa tourism, Spa Assessment Model (SAM), Vojvodina, Serbia
GEOGRAPHICAL REVIEW - SCIENTIFIC JOURNAL FOR GEOGRAPHY No 53, Year 2025. pg. 147-156