Abstract
This study assesses the current state and potential of Serbian spas as centers for contemporary health tourism, focusing on the perceptions and preferences of local guests. It examines how traditional spa services such as thermal pools and saunas are highly valued, while modern wellness programs and alternative treatments are less used but show growth potential. The survey assessing health and wellness service perceptions was carried out among Serbian citizens, particularly in Belgrade and the major spa towns of Sokobanja and Vrnjačka Banja, which together account for approximately half of the national spa turnover. Data was collected using both paper questionnaires and an online CAWI system, accumulating a total of 368 responses from June to September 2022. The study identifies significant opportunities for Serbian spas to expand and diversify their offering to meet changing market demands and emphasizes the need for strategic investment in infrastructure, service quality, and marketing. Through a comprehensive analysis, this research aims to inform and guide Serbian spas to adapt to global trends in health tourism and ensure their sustainable development and competitiveness.
Published Version
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