Main Article Content
Contemporary tourism challenges, global tourism markets, market segmentation
The study is a contribution towards designing tourism marketing strategy based on hard data. Statistical tests were performed in SPSS with a goal to differentiate groups of tourists both on the supply and demand side of the market, in order to gain deeper understanding of the Serbian tourist market. The study results and recommendations should be used as a contribution towards designing national and regional destination marketing strategies. The Serbian tourism market is very rich in small niches on both supply and demand side of the market. This study attempted to demonstrate the important differences these groups of tourists do exhibit in terms of key behavioral traits. Tourism policy should address the identified groups of tourists with specially designed marketing and communication strategies, appropriate to the tourist’s needs and attitudes.