Creating value chain model and shaping authentic tourism product: the case of South Serbia

The purpose – The aim of this study are two fold - that the research focuses on the creation of value chain models identify relatively homogeneous market segments and the choice of those who are most profitable, and which will form an authentic tourism product. It is in this context, the generic and specific problems related to the value chain model are investigated specifying causal relationships between latent variables of resources and hypothetical structures. Design – Formulated hypotheses can be discussed from the perspective of the aspirations holders of tourist and business policy to align their capabilities with market needs, in order to satisfy customers and achieve an appropriate profit. The main challenges of today's modern times are represented in the form of requirements that govern the tourist market, the planned participation in the tourist market, improving market performance and competitiveness in the market of tourist services. Methodology – A hypothetical model of the value chain has been proposed based on the hypothesis formulated, and a sequence of key operations that create new value in the form of an authentic tourism product. The theoretical proposed model value chain is tested on a sample of responses obtained through interviews using questionnaires Likert scale. Approach – Keeping in mind that South Serbia interesting tourist destination that makes the combination of pristine and undiscovered nature, describes the properties and advantages of capabilities are presented in direct connection with the engagement of elected and identified tourism resources for modern tourism. Findings – The proposed model can enable the value chain forming an authentic tourism product in practice, while at the same time must take into account the implications as holistic as possible. Each model has a value chain impact and scope that simply can't be predicted on the field, regardless of the actors of the event. Originality of the research – Projected value chain model can be used as a concept in the development of new models according to their goals of strategic planning, resource values according to tourist destinations and forming the desired authentic tourism products.