Marketing analysis of economic potencial of tourist services of spa Lukovska Banja

Lukovska Banja is one of the most significant spas in Serbia, when it comes to the potential at its disposal. Unfortunately, as in many other cases of tourist destinations in Serbia, especially spas, this potential is not used enough. The paper presents the situation analysis as well as marketing analysis of spa Lukovska banja. Based on the situation analysis, paper gives the assessment of the current position of tourist destinations, competition, threats and opportunities in the region, made an overview of the potential marketing strategies as well as possible directions for future development. Through primary research, in which 124 respondents participated in the period from 01st July to 31st July 2017, the analysis of tourist attitudes about the quality of the provided tourist services and satisfaction with the offer of the tourist destination Lukovska Banja in whole.