КУЛТУРНЕ ВРЕДНОСТИ И ВАЛОРИЗАЦИЈА ТУРИЗМА: СЛУЧАЈ ВРЊАЧКЕ БАЊА
Sažetak
Последњих година све је већи истраживачки интерес и потенцијал туризма културног наслеђа. Међутим, мало пажње је посвећено културном наслеђу у Републици Србији и његовом потенцијалу. У раду је, након давања теоријског оквира у контексту туризма културног наслеђа, анализиран утицај комерцијализације туризма на лојалност и задовољство туриста у Врњачкој Бањи применом PLS-SEM методе. Резултати ове студије омогућавају да се идентификују потенцијали за нове сегменте туриста и нове туристичке понуде. Оригиналност рада припада развоју сегмента туризма у настајању. Рад ће показати како се на иновативан начин из напуштених рушевина старих вила могу задовољити потребе туриста и створити нови туристички производи.
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