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Turistička Ponuda Sokobanje Kao Zdravstveno-Turističke Destinacije

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Turistička Ponuda Sokobanje Kao Zdravstveno-Turističke Destinacije ПРЕГЛЕДНИ ЧЛАНЦИ Dr Živorad Gligorijević Ekonomski fakultet – Niš Mr Dragan Bogdanić Specijalna bolnica – Sokobanja TURISTIČKA PONUDA SOKOBANJE KAO ZDRAVSTVENO-TURISTIČKE DESTINACIJE Rezime Kao turistička destinacija, Sokobanja ima izuzetne prirodne i druge potencijale za razvoj ne samo zdravstvenog, već i drugih oblika turizma. Zdravstveni tur- izam u Sokobanji je, međutim, nedovoljno organizovana delatnost koja se ne odvija adekvatno mogućnostima kojima ova turistička destinacija raspolaže. Savremeni turistički trendovi se odlikuju sve izraženijom personalizacijom, povećanim posebnim interesovanjima i značajnim usredsređivanjem turista na nestandardne turističke proizvode. Samim tim, neophodno je da se na ni- vou Sokobanje, kao zdravstveno-turističke destinacije, formira autentična turistička ponuda koja bi svojom atraktivnošću bila konkurentna, ne samo na domaćem, već i na inostranom tržištu. Ključne reči: Turistička ponuda, turistički proizvod, zdravstveno-turistička destinacija, zdravstveni turizam, wellness turizam, atraktivnost, konkurent- nost. TOURISM OFFERING OF SOKOBANJA AS A MEDICAL AND TOURISM DESTINATION Abstract As a tourism destination, Sokobanja has exceptional natural and other devel- opment potentials not only in medical but also other tourism aspects.Medi- cal tourism in Sokobanja is, however, inadequately organized activity which doesn’t develop in accordance with the potentials this destination disposes of.Contemporary tourism trends are characterized by increasingly observable personalization, increased special interests and important focusing of tourists on non-standard tourism products.In this regard, it is necessary to establish ЕКОНОМИКА 59 at the level of Sokobanja, as a medical-tourism destination, authentic tourism offering that would be competitive in its attraction, not only in domestic but also foreign market. Key words: Tourism offering, tourism product, Medical tourism destination, Medical tourism, Wellness tourism, Attraction, Competitiveness Uvod 1. Količina roba i usluga koja se nudi turistima na određenom turističkom tržištu, u određeno vreme i po određenoj ceni, prema mišljenju Freyera (1, str. 24), predstavlja turističku ponudu tog tržišta. Turističku ponudu, pa i ponudu u zdravstvenom turizmu, određuju sledeći faktori, i to: 1) atraktivni: prirodni (termo-mineralni izvori, klima, flo- ra i fauna) i društveni (kulturno-istorijski spomenici, manifestacije); 2) komunikativni: saobraćajna infrastruktura i saobraćajna sredstva i 3) receptivni faktori: objekti smeštaja i ishrane, zabave i rekreacije, trgovinske radnje, itd. Bitan zahtev u funkcionisanju turističke ponude je da se obezbedi simultano i sinhronizovano delovanje svih faktora. Izostanak jednog od njih onemogućava pojavu kompleksne turističke ponude, koja se prema Krippendorfu (2, str.133) sastoji iz dva os- novna dela: 1) primarne (izvorne) turističke ponude i 2) sekundarne (izvedene) turističke ponude. Primarna ponuda obuhvata prirodne i društvene atraktivne faktore (prirodne ob- like, pejzaž, ambijent, kulturno-istorijsko nasleđe, folklor... itd.), a sekundarna ponuda se odnosi na organizovanu privrednu aktivnost različitih privrednih subjekata kojom se obezbeđuju potrebne usluge i turistički proizvodi. Izvorna komponenta ne pojavljuje se samostalno i neposredno na tržištu, već indirektno preko izvedene ponude učestvuje u os- novnim tržišnim tokovima. U tome je, takozvana, konverziona funkcija turizma, odnosno sposobnost pretvaranja i uključivanja nematerijalnih dobara u tržišne relacije i tokove. 2. U savremenim uslovima, Sokobanja predstavlja jednu od značajnijih zdravstveno- turističkih destinacija u Srbiji. Sokobanja se nalazi u dolini Moravice koja se uliva u Južnu Moravu. Smeštena je na obroncima Ozrena, a od hladnih vetrova je zaklanjaju planine Devica i srpska piramida - Rtanj. Nadmorska visina od oko 400 m, visoka osunčanost i nedirnuta priroda je čine blagotvornim mestom za odmor i oporavak. Preko Aleksinca (30km) Sokobanja je povezana drumskim i železničkim ma- gistralama koje od Beograda (240km) prema Nišu (60km) prolaze dolinom Velike i Južne Morave. Na istoku je, sa Timočkom krajinom, spojena asfaltnim putevima preko Knjaževca i Boljevca. Sokobanju karakteriše umereno-kontinentalna klima. Kako Ozren štiti Banju od vetrova, to su leta bez žege, zime blage, dok je jesen toplija od proleća. Noći su sveže, naročito leti, kada je i manje vlage u vazduhu. Ovakva klima, između ostalih faktora, omogućuje posetiocima Sokobanje uspešno lečenje i opo- ravak. Zbog lekovitih izvora hladne i tople radioaktivne vode, Sokobanja je jedno od na- jpoznatijih i najposećenijih klimatskih i turističkih mesta u našoj zemlji. U zdravstvenim 60 ЕКОНОМИКА ustanovama Sokobanje, hotelima, vilama i privatnim domovima može se smestiti 13 000 turista. Sokobanju posećuje godišnje više od 100 000 ljudi koji dolaze na odmor, lečenje i oporavak tokom čitave godine. Međutim, i pored toga, turistička ponuda Sokobanje nije adekvatna faktorima sa kojima ova zdravstveno-turistička destinacija raspolaže, koji su predmet razmatranja u ovom radu. 1. Pojam i forme zdravstvenog turizma 1. Zdravstveni turizam je nastao i razvio se iz banjskog turizma, koji je baziran na termalnim izvorima i lekovitom potencijalu mineralnih voda.1 Sama reč „banja“ znači mineralni izvor ili lekovito mesto gde postoji mineralni izvor. Suština pojma je u raspoloživosti tih lokaliteta da osiguraju odgovarajuću, ne samo turističku već i zdravst- venu, infrastrukturu i sadržaje za boravak gostiju koji ih posećuju sa sasvim određenom namerom. Banje su retka i nezamenljiva nacionalna bogatstva, dragoceni prirodni, ali i rekreativno-turistički potencijal. Banje bi trebalo da budu osnova razvoja kontinentalnog turizma, ali kod nas to nisu, jer samo nekoliko banja može da se smatra savremenim. Ako uzmemo da je motiv promene stalnog mesta boravka u funkciji zdravstvene zaštite, bez obzira da li je preventivnog, terapeutskog ili rehabilitacionog karaktera, na- jprihvatljivija definicija bi bila koju je dao Kaspar (3, str.53): „Zdravstveni turizam je skup svih odnosa i fenomena koji rezultiraju iz promene lokacije i boravka u cilju promov- isanja, stabilizovanja i eventualnog vraćanja fizičkog, mentalnog i socijalnog dobrostanja kroz korišćenje zdravstvenih usluga, podrazumevajući pri tom da ljudi koji to čine nemaju permanentan boravak na istoj lokaciji“. 2. Prateći savremene trendove u turizmu, bitno je spomenuti i sve češće upotreblja- van pojam wellness kao sastavni deo zdravstvenog turizma. Smatra se da postoje tri forme zdravstvenog turizma: lečilišni, kurativni i wellness. Lečilišni znači samo lečenje i jedan vid oporavka, kurativni predstavlja rehabilitaciju, a wellness je usmeren na ono što znači u zdravom telu zdrav duh. Mueller i Kaufmann (4, str.17) daju sledeću definiciju: „Well- ness turizam je skup svih odnosa i fenomena koji proizilaze iz putovanja i boravka ljudi čiji je glavni motiv očuvanje i poboljšanje njihovog zdravlja. Oni zahtevaju temeljan paket usluga koji sadrži profesionalno znanje, fitnes, kozmetičku negu, zdravu ishranu ili dijetu, relaksaciju i meditaciju, fizičku i mentalnu aktivnost kao i edukaciju.“ Uspešan razvoj zdravstvenog turizma zavisi od uspešnog organizovanja banjskih centara kao turističkih destinacija,2 kao i od osmišljavanja višeg nivoa turističkog proiz- voda. Kvalitet banjskog ambijenta (turističke destinacije) i dobro osmišljen integralni zdravstveno-turistički proizvod, predstavljaju najznačajniji motiv turističke posete većine banjskih mesta. U jednom dobro organizovanom, osmišljenom i razvijenom banjskom mestu pored zdravstvenih programa trebalo bi uzajamno dopunjavati i druge turističke sadržaje (sportsko-rekreativne aktivnosti, wellness programi) kako bi predstavljali jedin- stven zdravstveno-turistički proizvod, ali i kompetetivnu prednost određene zdravstveno- turističke destinacije. 1 Banjski turizam je vid turizma koji u Srbiji ima najdužu tradiciju. Banje i klimatska mesta u Srbiji bili su poznati još u vreme Rimljana, koji su otkrili lekovitost voda i klime Srbije. Po broju nalazišta termomineralnih voda i njihovoj raznovrsnosti, kao i po broju banja Srbija je srazmerno svojoj površini, najbogatija u Evropi i jedna od najbogatijih u svetu. 2 Pod turističkom destinacijom, u ovom kontekstu, podrazumevamo manje ili više zaokruženu geografsku celinu koja raspolaže atraktivnim, komunikativnim i receptivnim faktorima (5,str.16). ЕКОНОМИКА 61 2. Faktori turističke ponude Sokobanje Kao prva ekološka opština u Srbiji, sa svojom okolinom, Sokobanja privlači mnogo- brojne turiste. Pored lekovitih voda, ovaj kraj je poznat i po lekovitom bilju, tradicional- nim turističkim manifestacijama i ušuškanim selima u kojima se turisti mogu upoznati sa istorijom, ali i sa načinom života ljudi u ovom kraju. Atraktivnost turističke ponude Sokobanje kao zdravstveno-turističke destinacije zasniva se na miksu velikog broja prirodnih, društvenih i izgrađenih atraktivnosti. 2.1. Prirodne atraktivnosti Sokobanja je čuvena po prirodnoj lepoti i romantičnosti svoje okoline. Opkoljena je šumom, divnim parkovima i zelenilom. Vazduh je umereno suv sa mnogo kiseonika i ozona. Preko celog dana sa Ozrena struji čist, svež vazduh, a veče osveži prijatan pove- tarac. U toku leta ima dosta rose koja rashlađuje vazduh, pa se u Sokobanji nikada ne oseća velika letnja vrućina. Reka Moravica, koja teče kroz Sokobanju, daje joj značajno preimućstvo. Veliki broj posetilaca, naročito mladi, provodi svoj odmor u Sokobanji samo zbog kupanja u Moravici, zbog skakanja u njene
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