Enhancing St. Sava Church Visitors' Attitudes and Experience in Order to Set Up The Strategic Position on The Global Market

As a huge number of domestic and foreign tourists visit Belgrade each year and usually visit St. Sava Church, the largest Orthodox Church in the Balkans, it is necessary to define more precisely strategic position of Church on the cultural and religious tourism market. In order to find out visitors’ expectations versus experience and impressions, the quantitative survey was conducted and five core elements of authentic experience namely spiritual; cultural; environmental; secular; and educational were analysed. The aim of this paper is to consider the visitors’ experience and impressions after visiting St. Sava Church to define its image and positioning strategy at the local and global touristic maps.