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The Role of Event Tourism Strategy of Serbia in Strategic Planning

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The Role of Event Tourism Strategy of Serbia in Strategic Planning SPATIUM International Review UDC 338.486.5(497.11); No. 30, December 2013, pp. 54-601- Professional paper DOI: 10.2298/SPAT1330054B THE ROLE OF EVENT TOURISM STRATEGY OF SERBIA IN STRATEGIC PLANNING Željko Bjeljac1, Geographical Institute “Jovan Cvijić” SASA, Belgrade, Serbia Marijana Pantić, Dresden University of Technology and Dresden Leibniz Graduate School - IÖR, Dresden, Germany Marko Filipović, Geographical Institute “Jovan Cvijić” SASA, Belgrade, Serbia Tourist events represent not only a significant tourism potential, but also the touristic product of Serbia. There are approximately 2500 events every year, attended by several million visitors from Serbia and all around the world. Since the 1990s in the world and since the beginning of the 21st century in Serbia, the organization and development of events has become a significantly profitable activity. Certain countries developed event tourism strategies on the level of the country or on the regional level; in Serbia, the event tourism is mentioned in the national tourism development strategies and certain regional ones. This paper targets the need for development of Event Tourism Strategy on the level of Serbia. Key words: strategy, event tourism, Serbia. industry. Events are, therefore, an essential strategic goals and priorities at the local and 1 INTRODUCTION element of the Tourism Strategy and Action national level. As a result, in March 2011, the According to Getz (1997, 2008), during the Plan of an area. group of organizers of business tourism events th of the Serbian Chamber of Commerce – the last decade of the 20 century, events have In Serbia, the importance of event tourism, as Board for Tourism, concluded that Serbia become an important tool for local well as economically prosperous type of needs an event tourism strategy. communities to gain advantage and fulfill a set tourism, started to increase only at the of economic, social and environmental beginning of the 21st century. It first appeared The methodology of constructing this paper objectives. The role and the impact of planned in strategic documents, such as the Tourism used questionnaires and interviews with events in the tourism industry are well Development Strategy of the Republic of Serbia visitors and organizers of certain documented, and are of increasing importance (Horvat Consulting et al., 2005; 2006), in manifestations in Serbia, comparative analysis for the competitiveness of tourist destinations which this segment of tourism is observed as a of results obtained by field research presented on the market. Due to the increase in major global market potential, which in the ‘Strategy of tourism development in competitiveness among tourist destinations, contributes to the comeback of Serbia onto the Serbia – Events; comparative analysis of organization and development of events has international market, raising the level of certain foreign event strategies and the spatial become a significantly profitable activity. competitiveness and forming a stronger base analysis of tourist manifestations in Serbia’. Event tourism strategies have many objectives. for marketing. ‘In Serbia, there is a number of The primary objective of this paper is to They attempt to influence visitors’ perception traditional events, local events, festivals, analyze the possibility of forming the Strategy of the destination. Backman et al. (1995) celebrations and the like. In addition to the of Event Tourism in Serbia and to predict its highlight the potential of hosting large events popularity on the domestic market, some of effect on the spatial and regional development, as a means of shaping a positive image of a these events have the potential on the having in mind that Serbia is one of the destination. In some cases, event strategies are international market as well, where they have countries without this strategic document, reported to be an integral part of extending already gained a degree of popularity’(Horvat although there are numerous foreign examples tourism seasons (Baum and Hagen, 1999). Consulting et al., 2006:77). available. There are examples of worldwide event strategies (event tourism) at the national or Their ability to attract visitors, extend the visitor According to Bjeljac (2010), and Vodič kroz regional levels, such as: A National Business season, increase average spending and turističke manifestacije (2012), 1,600 to 2,500 Events Strategy for Australia 2020, National lengthen the average stay makes events an events are held in Serbia every year. Events are important tool in developing the tourism mostly similar to each other, economically and touristically unsustainable; there are no data on The paper represents the result of research on the Projects 1Đure Jakšića 9/III, 11000 Beograd, Serbia the number and structure of the visitors and the 47007 III and 47027III, financed by Ministry of Education, [email protected] events are frequently inconsistent with the Science and Tehnological Development of Republic of Serbia. 54 spatium Bjeljac Ž. et al.: The role of event tourism strategy of Serbia in strategic planning Events Strategy for South Africa, National Events Subotica – 48 (2.0%), Bačka Palanka, Niš, (Table 1). They came to the conclusion that the Strategy for New Zealand, National Events Bečej and Sombor – 46 each (1.9%). existing presentation of tourist events and Strategy, Scotland; California Cultural Heritage products in Serbia is not adequate and do not Strategic Plan; Ontario Major Festivals and TOWARDS THE EVENT TOURISM correspond to the actual situation. Events Attraction Research Study; as well as the STRATEGY The criticism aims at an event definition by strategic plans for the development of the events Getz, given in the Tourism Development themselves, such as CARIFESTA festival, In 2011, the presidency of the Group accepted Strategy. It is unspecific and unacceptable for Guyana. In Australia, for example, there is a very the proposal to use the methodology of experts our requirements, while the definition by high level of investment in tourism marketing from the Geographical Institute ”Jovan Cvijić” Bjeljac is more appropriate (2006). This and the integration of key events into the national SASA, so as to categorize and classify tourist general definition does not distinguish between tourism organization’s domestic and events (Bjeljac, 2006, 2010). The group analyzed an event continuously going on as an international marketing strategy (Stokes, 2008). the Tourism Development Strategy (Section – Events) and compared it to event field research independent traditional event, or it being a THE BASIC ELEMENTS OF EVENT TOURISM Table 1. Comparative Analysis of Tourism Development Strategy and Event Research in the Field Tourism Development Strategy Research by G.I. “Jovan Cvijić” In the world literature, the most appropriate Tourists that attend events belong to the -The Rajac Haymaking, 2008, 352 interviewees* classification is the one given by Getz (1991, widest population, and they visit particular Origin: Belgrade (14.8%), Valjevo (13.1%), Inđija (12.2%), 1997, 2008), and was adopted by the team events during short breaks or as third 14.5% of foreigners that worked on the Tourism Development holidays. The age structure of tourists ranges 51.2% of the age group 60-69 and 70 and older. 59.6% travel Strategy, although there are several other from 18 to 55, with individuals being from more than five times a year. 18 to 25, groups from 25 to 35, and couples 1.7% came through travel agencies, definitions and classifications. In his between 45 and 55. 72.7% stayed for one day only, classification, Getz lists following events: 76.4% will spend up to 50 euros. cultural celebrations, arts/entertainment, The main motive is the specific event, in 63.6% were informed about the event by the visitors of the business/trade, displays (shows), sporting which they have taken part for several years. past Haymakings, events, family events, social events, The tourists are additionally motivated by 66.5% came because they wished to get to know the traditions educational, scientific, recreational and sites, shopping, gastronomy and nightlife. and customs of haymaking. 56.3% spent money on food and drinks political/state events. The shows, festivals, In terms of accommodation and -Shepherd-Days, Sakule (2009) 160 interviewees** manifestations, events and performances are transportation, the main motto is good value Origin: Belgrade (53.8%), Opovo (13.8) Pančevo (5.6%) just different conceptual nuances that indicate for money. Their stay lasts for three to five Age groups 60-69 (28.1%) and 20-29 (26.3%) a ‘period of a certain program with a specific days. The main source of information is the (35%) travel more than five times a year. content that is attractive for tourist visits’ Internet. 65.6% visited the event independently, (Bjeljac, 2006:7). 88.6% stayed for one day. (32.5%) came for fun and company, Since the 1970s, a significant number of 61.9% spent money on food and drinks, scientists gave their contribution to defining 47.5% willing to spend up to 100 euros. 56.9% got the information from the previous visitors of concepts of event tourism (see Bjeljac 2006). In Shepherd days. his research of event tourism in Serbia, Bjeljac -Trumpet Festival, Guča (2010) 975 interviewees∗∗∗ (2006:8) defines tourism as a ‘public Origin: Belgrade (19%), Čačak (8.2%), Novi Sad (5.4%), performance in the form of an event or more 48.6% foreign visitors (Bosnia and Herzegovina (18.8%), events (with the same
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