SINGIDUNUM JOURNAL 2013, 10 (2): 40-52 ISSN 2217-8090 UDK 338.487:659.1(497.11) DOI: 10.5937/sjas10-4327 Original paper/Originalni naučni rad PROPOSAL FOR SERBIAN TOURISM DESTINATIONS MARKETING CAMPAIGN Ivan Paunović1,* 1Singidunum University, PhD student, 32 Danijelova Street, Belgrade, Serbia Abstract: Serbia is geographically located in Europe, which is why it faces stiff competition from other European destinations, but also from other des- tinations worldwide. In order to understand contemporary competitive environment, major trends have been identified at the global, regional and local level. The data from the analysis of Serbian summer season tourism market were used to create tourist profiles for 4 supply side regions (Domestic-Serbia; Western Balkans-Slovenia, Croatia, Bosnia, Montenegro, Kosovo and Macedonia; Central-Eastern Europe-Austria, Czech Republic, Slovakia, Poland, Hungary, Romania; Western Europe and the rest of the world), for 5 major Serbian destinations (Belgrade, Key words: Novi Sad, Niš, Zlatibor, Kopaonik) and for 7 types of tourists according tourism marketing campaign, to their core motivation for travelling (pleasure, fun & entertainment, tourist profiles, nature, culture, sport & adventure, health, and business). Based on the destination marketing, given tourist profiles, separate marketing campaign scenarios were cre- market research, ated for each of the market segments. market segmentation. INTRODUCTION Major Serbian tourism destinations and European market Europe, as a destination, continues to play a dominant role in global tourism. However, the An important aspect of tourism destination mar- growth of European destinations is lower than in keting is the awareness of the neighboring desti- developing countries (Unković, 2011). e average nations, since e ective cross-border cooperation annual growth, on a global level, is projected to be can be mutually bene cial. Stojkov and Nikolov 4%, while in Europe it is expected to be around emphasize the importance of cultural tourism in 2.6% (World Tourism Organization, 2011). On the cross-border cooperation in the Balkans. e bor- other hand, tourist arrivals in Serbia were expected ders o en changed in the past which has resulted to grow at an annual growth rate of approximately in a rich mosaic of various potential cultural prod- 25% during the period 2006-2015, according to ucts (Stojkov and Nikolov, 2011). e formation of the National Strategy for Tourism Development regional Destination Management Organizations (Službeni glasnik Republike Srbije, 2006). In the pe- (DMOs) is a prerequisite for the whole destination riod 2005-2011, the growth in arrivals was around to be successful. e two strongest regional des- 0.07% per annum (Republički zavod za statistiku tination management organizations in Serbia are Republike Srbije, 2013). Western Serbia and Vojvodina. Western Serbia, 40 * E-mail: [email protected] Serbian tourism SINGIDUNUM J 2013 10 (2) 40-52 including Zlatibor as the strongest Serbian destina- to sauna, sleeping,Paunović taking aI. massage, Proposal forgoing for walks tion, focuses on the creation of active holidays. As and eating healthy food (Konu, 2010). e di erence Plavša et al. notice, modern explorer-tourists seek in ndings is probably due to considerably di er- active holiday. Zlatibor has a variety of natural re- ent climate in Finland compared to Switzerland or sources, which can be developed into an interest- Serbia. Regardless of the activities, Voigt et al. iden- ing active holiday destination. (Plavša, Romelić and ti ed the primary motivators of wellness tourists in Vuksanović, 2009). Research conducted by Mulec Australia: transcendence, physical health and ap- concluded that Vojvodina is not an internationally pearance, escape and relaxation (Voigt, Brown and recognizable destination. However, it plans to raise Howat, 2011). its pro le on the international market through active Belgrade, as a tourism destination, is not com- marketing activities (Mulec, 2011). petitive in terms of walking tours around the city e main competitors in the Serbian mountain compared to other major Serbian destinations. As tourism market are: Zlatibor and Western Serbia Maksin noticed, natural heritage is not su ciently region, Kopaonik, and Stara Planina as a new des- included in the tourist o er of Belgrade, due to the tination. Kopaonik struggles to keep up with the undeveloped infrastructure around green areas. An competitors in the o -season. Bojović and Plavša important element in the city tourism o er are open report that there are around 7000 beds, and that the spaces, because they act as a facilitator and integrate occupancy rate is about 16% throughout year. e the tourism o er in all big cities around the world. main problem is the lack of activities, especially dur- Open areas enhance urban identity and landscape ing the o -season. e possible solution proposed in the modern city (Maksin, 2011). Economic ac- by the authors is networking with following spas tivities in Belgrade have in many areas degraded the located near Kopaonik: Vrnjačka Banja, Mataruška environment. e most notable example is Belgrade Banja, Bogutovačka Banja, Novopazarska Banja and harbor freight transport that goes through the cent- Sijarinska Banja (Bojović and Plavša, 2011). is er, along the Sava River. Ćirić noticed that tourists is consistent with the ndings of Boga and Weier- avoid destinations with polluted environment (Ćirić, mair, who identi ed, on a large sample, (N=1607) 2011). e major challenges that tourism industry a coherent value structure of health services o er faces, identi ed by UN Environment Programme in Alpine destinations. eir ndings indicate that include the following: green house gases emissions the health o er can be integrated into the broader and energy, water consumption, waste management, concept of brand personality (Boga and Weiermair, biological diversity endangerment, e ective cultural 2011). Laesserer’s insights from the Swiss health heritage management (United Nations Environment market show that major health travel activities in- Programme, 2011). Traditional economic theory is clude the following: relaxation, medium-warm wa- moving from creating wealth as an end-goal towards ter sports, as well as challenging sports activities. modern holistic economic approach that takes into Health is also associated with mental regeneration. account human and environmental needs (World e age group dominating the health tourism mar- Tourism Organization, 2011). e UNWTO Hand- ket is baby-boomers, born between 1946 and 1964. book on Tourism Product Development presents the e health tourism facilities need to adjust the o er, case of Guggenheim Museum Bilbao as an illustra- place accent on the relaxation, beauty, wellness ac- tion of successful revitalization of post-industrial tivities along with the occasional stimulating sport city, which can serve as a good example for Belgrade activities: hiking, biking and gol ng (Laesser, 2011). tourism development. Guggenheim Bilbao achieved Similarly, Mojić identi ed the importance of sport dramatic e ects in the local community, for a project activities in Niška Banja, the famous spa located near worth 100 million US dollars. It was a part of the the city of Niš e author conducted a complex mul- Bilbao Metropolitan Revitalization Plan aimed at re- tifactor assessment of resources in this spa, and con- developing the city and diversifying local economy. cluded that its highest priority is the construction of e city changed in the sense that parks, cycle lanes the recreation center “Lozni Kamen”. e construc- and riverside cafes replaced the post-industrial en- tion of that center would expand sports activities of- vironment. e museum hosts around million visi- fer in Niška Banja (Mojić, 2011). Contrary to these tors a year and construction costs were covered three ndings stands the analysis of the Finish market, years following the day of the construction (World conducted by Konu. e author identi ed the fol- Tourism Organization and European Travel Com- lowing 5 most popular health tourist activities: going mission, 2011). 41 Serbian tourism SINGIDUNUM J 2013 10 (2) 40-52 PaunovićSerbian I. Proposaltourism for can bene t from creating Tito’s Štetić and Šimičević found that around 43% of tourism products since there are two important the population in Serbia lives in rural areas, on the landmarks from Tito’s life on the Serbian territory: territory that covers around 90% of the whole coun- e Republic of Užice (the rst Nazi-free territory try. is area contains 1300 protected natural ob- during WWII, and nucleus of the communist state), jects and is very rich in ora and fauna (Štetić and and Tito’s grave in Belgrade ( e House of Flow- Šimičević, 2008). e EUROBAROMETER research ers). Cultural products focusing on the communist results from1997 indicate that the smaller countries era with Tito as the most recognizable brand can in Central Eastern Europe have a tendency of be- be marketed to the global markets. e potentials ing visited mostly for cultural reasons. On the other of important landmarks from Tito’s personal his- hand, those with more diversi ed tourism product tory and communist party history are not managed portfolio attract rural and beach tourism (World properly. Apart from the historical facts, there is a Tourism Organization and European Travel Com- number of legends which give communist brands mission, 2005). Rural tourism is suitable for