Towards green economy: balancing market and seasonality of demand indicators in Serbian mountain tourism product development

Ivan Paunović () and Miodrag Radojevic ()
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Ivan Paunović: Singidunum University
Miodrag Radojevic: Singidunum University

Tourism and Hospitality Industry from University of Rijeka, Faculty of Tourism and Hospitality Management

Abstract: Purpose – Green economy concept set forth reduction of the seasonality of tourism demand as one of the main goals. Overreliance of mountain tourism on alpine ski tourism can be overcome through diversification of tourism offer and development of summer season. Design –The research was designed to compare the basic market and seasonality of demand indicators of Kopaonik and Zlatibor mountains, in order to give recommendations for product development. The tourist parameters compared were integrated into a coherent sustainable development indicators model. The primary data was collected through survey, which was conducted as a component of the EU financed project: “Support to implementation of the National Strategy for Tourism” 07SER01/23/11. Methodology – The research methodology used for comparing age, length of stay, level of daily spending, and satisfaction of tourists was independent samples t-test processed in SPSS, while methodology for image attributes, expense levels by categories and seasonality of demand was descriptive statistics. Approach – The research combines market indicators with seasonality of demand indicators in order to give recommendations for sustainable product development, through benchmarking of 2 major mountain destinations. Findings – The research showed that demographic segmentation is the single most important criteria for summer season mountain tourism market segmentation in the 2 mountain destinations in Serbia. Analysis of the image attributes expense categories showed that both mountain destinations (Zlatibor and Kopaonik) offer different value propositions to tourists and have different competitive advantages. Seasonality of demand analysis demonstrated highly unsustainable destination development on Kopaonik mountain. Originality of the research – The research combines market data with the seasonality of demand indicators in order to offer novel product development solutions that would support development of green, sustainable tourism.

Keywords: Green economy; Marketing Mountain Destinations; Destination Benchmarking; Benhmarking; Tourism Product Development; Sustainable Development Indicators (search for similar items in EconPapers)
JEL-codes: L83 (search for similar items in EconPapers)
Date: 2014-05
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Published in 22nd Biennial International Congress Tourism & Hospitality Industry 2014, May 2014, pages 601-615

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