Pozicioniranost Sokobanje na turističkom tržištu Srbije

Abstract

U globalnim okvirima, turizam predstavlja jednu od najznačajnijih privrednih delatnosti. O tome svedoče podaci relevantnih međunarodnih institucija (Svetska turistička organizacija, Svetski ekonomski forum, Svetski savet za putovanja i turizam), ali i nacionalnih organa (zavodi za statistiku, turističke organizacije). Na nivou Srbije postoji veći broj destinacija, gde je Sokobanja jedan od nosilaca turističke privrede. Stoga, cilj rada je ukazati na faktore koji su uticali na formiranje ponude i poziciju Sokobanje na turističkom tržištu. Korišćena je dostupna literatura i statistički podaci, a kao dodatni metod korišćeno je anketno istraživanje sprovedeno tokom 2014. godine. Rad je podeljen na pet poglavlja. Prvi deo razmatra ulogu turizma na globalnom nivou. Drugi deo ukazuje na istorijske preduslove sokobanjskog turizma, dok se treći i četvrti deo odnose na odlike turističkog prometa i materijalnu bazu privređivanja. Poslednji deo razmatra odnos posetilaca banje prema turističkoj ponudi. Rezultati su istakli više pravilnosti: banjski turizam je jedan od vodećih turističkih proizvoda Srbije, turistički promet ima sezonske karakteristike uz dominaciju domaćih gostiju, prirodna resursna osnova je prisutna, ali infrastruktura je zastarela, a ponuda neusaglašena sa trendovima na tržištu.

In global terms, tourism is one of the most important economic activities. This is confirmed by the relevant international institutions’ data (The World Tourism Organization UNWTO, The World Economic Forum, The World Travel & Tourism Council), but also the national authorities (statistical institutes, tourism organizations). At the Serbian level, there is a growing number of destinations, where Sokobanja is one of the pillars of the tourism industry. Therefore, the aim of the paper is to point out the factors that have influenced the creation of supply and the position of Sokobanja in the tourist market. We used the available literature and statistics data and the survey was conducted during 2014, as an additional method. The paper is divided into five chapters. In the first part, the role of tourism on the global level is discussed. In the second part, the historical preconditions of Sokobanja tourism are pointed out, while the third and fourth part are related to characteristics of tourism turnover and the material basis of economic activity. In the final section, the relationship of the spa visitors towards tourism industry is discussed. The results pointed out several facts: spa tourism is one of the leading tourist products of Serbia, tourism turnover has seasonal characteristics with the domination of domestic guests, the natural resource base is present, but the infrastructure is obsolete and the offer is incompatible with market trends.