Exploring the Brand of Vrdnik Spa: Tourists’ Perspective

Izdanje: Sitcon 2021 Spa&Wellness Tourism – Development, Perspectives, and Experiences

DOI: 10.15308/Sitcon-2021-54-59

Oblast: Conference Papers

Stranice: 54-59

Apstrakt:
With the primary goal of exploring the brand of Vrdnik Spa from tourists’ perspective, research with the target group of tourists was conducted in the form of a semi-structured face-to-face interview. The interviews were conducted during April and May 2019. A total of 30 domestic and foreign tourists were interviewed during their stay at destination. Apart from tourists’ opinion about Vrdnik brand, the interview intended to reveal the main motivation, sources of information about destination, as well as tourists’ opinion about pros and cons of destination. The results indicated three main motives of visit: rest and relaxation, enjoying the nature and thermal water. The main advantage of Vrdnik as a spa destination, as the study revealed, is unspoiled nature, tranquility and hospitable local people. The main disadvantages can be summed up as the lack of tourist infrastructure, signalization and target marketing. Finally, the study revealed that the potential future brand of Vrdnik Spa should be based on: thermal water, unspoiled natural surroundings, local food and drink (honey, cheese, rakija) as well as cultural heritage. The paper provides discussion and some basic steps of building the future brand of Vrdnik Spa based on the given results.
Ključne reči: brand, spa destination, tourists, Vrdnik, Fruška Gora Mountain.
Priložene datoteke:
  • 54-59 ( veličina: 697,52 KB, broj pregleda: 182 )

Preuzimanje citata:

BibTeX format
@article{article,
  author  = {N. Milenković and S. Kovačić}, 
  title   = {Exploring the Brand of Vrdnik Spa: Tourists’ Perspective},
  journal = {Sitcon 2021 Spa&Wellness Tourism – Development, Perspectives, and Experiences},
  year    = 2021,
  pages   = {54-59},
  doi     = {10.15308/Sitcon-2021-54-59}
}
RefWorks Tagged format
RT Conference Proceedings
A1 Nemanja Milenković
A1 Sanja Kovačić
T1 Exploring the Brand of Vrdnik Spa: Tourists’ Perspective
AD Univerzitet Singidunum, Beograd, Beograd, Srbija
YR 2021
NO doi: 10.15308/Sitcon-2021-54-59
Unapred formatirani prikaz citata
N. Milenković and S. Kovačić, Exploring the Brand of Vrdnik Spa: Tourists’ Perspective, Univerzitet Singidunum, Beograd, 2021, doi:10.15308/Sitcon-2021-54-59