The importance of image for new tourist destinations in the case of Belgrade suburban municipalities

Abstract

Image is one of the key elements upon which development and survival of a tourist destination depends. This especially refers to new or potential destinations, which are yet to be set in tourists' minds in conditions of increasingly fierce competition in the tourism market. All seven outer Belgrade's municipalities are prototypes of new, potential destinations. All of them, without exception, have very interesting and versatile resources, which, on the other hand, aren't adequately validated in the tourist domain. It would be enough to single out the archeological site of the European and world significance - Vinča (the municipality of Grocka), Selters and Koraćica Spas (the municipality of Mladenovac), Obrenovac Spa and numerous already explored thermo-mineral springs (the municipality of Lazarevac), the industrial heritage (municipalities of Lazarevac and Obrenovac), picnic areas - Kosmaj, Surčin, Obrenovac, Barajevo, Grocka, ethno and agritourism (in all the municipalities), several natural and artificial lakes (municipalities of Mladenovac, Barajevo, Lazarevac), log churches and monasteries, transit tourism (E70 and E75 highways and roads around Belgrade - Grocka, Mladenovac, Surčin), the future highway to the southern Adriatic Sea - Obrenovac, Lazarevac, two major rivers - the Sava and the Danube. Promotional activities in the observed area of municipalities aren't frequently carried out in line with rules of modern communications, marketing and tourism. Along with all the limitations of the existing tourist product, those are additional reasons why tourists do not perceive these municipalities as sufficiently attractive areas and desirable destinations, even in Serbia.