THE INFLUENCE OF TRADITIONAL AND DIGITAL COMMUNICATION ON THE DECISION TO VISIT SPA DESTINATIONS IN DEVELOPING COUNTRIES – EXAMPLE OF SERBIAN SPAS

Abstract

Striving to achieve the development of spa resorts in developing countries, market actors in these areas are promoting their spa products in the manner and means to become recognizable on the tourist market. The process of globalization and changes in the supply and demand of spa resorts products have caused changes in the mode of communication between the performers and creators of the spa offerings on the one hand, and users of spa products, on the other hand. Traditional means of promotion are strengthened by digital communication devices that allow for the establishment of continuous and long-term communication. This paper deals with traditional and digital communication in the promotion of spa tourism destinations in developing countries with a special emphasis on spas in Serbia.