CULTURAL VALUES, TOURISM VALORIZATION AND AUTHENTICITY: THE CASE OF VRNJAČKA BANJA

Abstract

In recent years, there has been an increasing research interest and potential of cultural heritage tourism. However, little attention has been paid to the cultural heritage in the Republic of Serbia and its potential. The paper, after providing a theoretical framework in the context of cultural heritage tourism, analyzes the impact of tourism commercialization on the loyalty and satisfaction of tourists in Vrnjačka Banja using PLS-SEM method. The results of this study make it possible to identify the potential for new segments of tourists and new tourist offers. The originality of the paper belongs to the development of the emerging segment of tourism. The paper will show how, in an innovative way, the needs of tourists can be met from the abandoned ruins of old villas and new tourist products can be created.