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Strategic Analysis of the External and Internal Environment of Sport Tourism at the “Banja Vrućica” Spa

Author

Listed:
  • Milinković Zoran
  • Simović Slobodan
  • Babić Kristina Pantelić

    (University of Banja Luka, Bosnia and Herzegovina, Faculty of Physical Education and Sport, Department of Sport Management)

  • Ljubojević Adriana

    (University of Banja Luka, Bosnia and Herzegovina, Faculty of Physical Education and Sport, Department of Sport Recreation)

  • Jovanović Jelena

    (University of Belgrade, Serbia, Faculty of Sport and Physical Education, Department of Sport Management)

Abstract

Introduction. Numerous international and local organisations and agencies have in the past 15 years dealt with various issues and problems related to tourism in Bosnia and Herzegovina. Often, they have accentuated the large potential for tourism development and improvement, particularly when it comes to spa tourism. Although all elements necessary for development (tradition, accommodation capacities, natural resources, and traffic connections) are present, the “Banja Vrućica” spa is still unable to respond to modern tourism market demands so that it can contribute to the economic growth and development in the national and local economies. The successful running of a tourist destination requires the formulation of long-term goals and decisions, reached through a process of strategic management. The aim of this article is to use strategic analysis as a means of identifying the possibilities of introducing new sport-recreational offers with a higher quality of service provision aligned with consumer needs, which would help the Vrućica spa to become more attractive and profitable.

Suggested Citation

  • Milinković Zoran & Simović Slobodan & Babić Kristina Pantelić & Ljubojević Adriana & Jovanović Jelena, 2017. "Strategic Analysis of the External and Internal Environment of Sport Tourism at the “Banja Vrućica” Spa," Polish Journal of Sport and Tourism, Sciendo, vol. 24(4), pages 252-258, December.
    • Handle: RePEc:vrs:spotou:v:24:y:2017:i:4:p:252-258:n:7
    DOI: 10.1515/pjst-2017-0026
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