Tourism performance of the Military Institution "Tara": trends and development challenges

Saša Jović; Mihajlo Ranisavljević; Ljiljana Stanković; Violeta Babić

doi:10.71159/bizinfo260016J

Authors

Saša Jović Military Academy Belgrade
Mihajlo Ranisavljević
Ljiljana Stanković
Violeta Babić

DOI:

https://doi.org/10.71159/bizinfo260016J

Keywords:

Military Institution "Tara", tourism performance, tourist arrivals, overnight stays

Abstract

The paper analyzes the development trends and key business challenges of the Military Institution "Tara", with special reference to its tourist capacities on Tara and in Vrnjačka Banja in the context of the development of tourism in Serbia. The aim of the research is to identify key trends in the movement of arrivals, overnight stays and the structure of tourists in the period from 2016 to 2024, while considering the degree of capacity utilization. The results indicate the growth of tourism in Serbia, but also the decline of key indicators in the "Tara" Military Institution, including a decrease in the number of users, overnight stays and length of stay. Underutilization of capacity and uneven development of the hotel, with the dominance of domestic tourists and a modest growth of foreign guests, was determined. Key challenges relate to insufficient promotion, weak innovation and competition from the private sector. It is concluded that in order to improve competitiveness, it is necessary to modernize the offer, strengthen marketing and develop sustainable tourist products.

Downloads

Download data is not yet available.

References

Alexander, R., Aragón, O. R., Bookwala, J., Cherbuin, N., Gatt, J. M., Kahrilas, I. J., Kaestner, N., Lawrence, A., Lowe, L., Morrison, R. G., Müller, S., Nusslock, R., Papadelis, C., Polnaszek, K. L., Richter, S. H., Silton, R. L., & Styliadis, C. (2021). The neuroscience of positive emotions and affect: Implications for cultivating happiness and wellbeing. Neuroscience & Biobehavioral Reviews, 121, 220–249. https://doi.org/10.1016/j.neubiorev.2020.12.002

Bojović, P., Vujko, A., Knežević, M., & Bojović, R. (2024). A sustainable approach to the development of the tourism sector in the face of global challenges. Sustainability, 16(5), Article 2098. https://doi.org/10.3390/su16052098

Colas, C., Hodaj, E., Pichot, V., Roche, F., & Cracowski, C. (2024). Effect of spa therapy on physical activity, sleep, and heart rate variability in people with fibromyalgia: Results of an ancillary study. Complementary Therapies in Clinical Practice, 57, Article 101879. https://doi.org/10.1016/j.ctcp.2024.101879

Dašić, B., & Labović, B. (2020). Agrarian and tourist potential of rural areas in Serbia. Tourism in Function of Development of the Republic of Serbia: Tourism and Rural Development—Thematic Proceedings II, 5(2), 130–146. https://hit-vb.kg.ac.rs/images/izdavacka_delatnost/zbornici/2020/zbornik-2-web.pdf

Dedić, S., Nuhanović, A., & Đulić, J. (2020). Analysis of managers’ attitudes on the representation of hotel tourism in the conditions of the modern process of globalization. Economic Challenges, 9(18), 71–85. https://scindeks-clanci.ceon.rs/data/pdf/2217-8821/2020/2217-88212018071D.pdf

Dimitrijević, M., & Ristić, L. (2020). Tourism as a development opportunity of rural areas in the Republic of Serbia. Tourism in Function of Development of the Republic of Serbia: Tourism and Rural Development—Thematic Proceedings II, 5(2), 147–162. https://hit-vb.kg.ac.rs/images/izdavacka_delatnost/zbornici/2020/zbornik-2-web.pdf

Gyasi, R. M., Accam, B. T., Forkuor, D., Marfo, C. O., Dodzi Adjakloe, Y. A., Abass, K., Donne, A., Boampong, M. S., & Adam, A. M. (2023). Emotional and physical-related experiences as potential mechanisms linking physical activity and happiness: Evidence from the Ghana Aging, Health, Psychological Well-being, and Health-seeking Behavior Study. Archives of Psychiatric Nursing, 42, 113–121. https://doi.org/10.1016/j.apnu.2022.12.023

Kostadinović, I., & Stanković, S. (2021). Satisfaction and loyalty as indicators of the quality of tourism product elements. Teme, 45(1), 331–347. https://doi.org/10.22190/TEME190914018K

Ladkin, A., Hemingway, A., & Crossen-White, H. (2021). Health, active ageing and tourism. Annals of Tourism Research Empirical Insights, 2(2), Article 100030. https://doi.org/10.1016/j.annale.2021.100030

Lazović, S., Milićević, S., Đorđević, N., & Kraguljac, V. (2024). Exploring rural tourism potential in rural areas of Vrnjačka Banja. Hotel and Tourism Management, 12(2), 59–73. https://doi.org/10.5937/menhottur2400007L

Milićević, S., Petrović, J., Kostić, M., & Lakićević, M. (2020). Tourism product in the function of improving destination competitiveness: Case of Vrnjačka Banja, Serbia. Quality—Access to Success, 21(178), 133–138.

Ministry of Defence of the Republic of Serbia. (n.d.). Sector for infrastructure—Services standard. Retrieved February 14, 2026, from https://www.mod.gov.rs/eng/4319/sektor-Infrastructure-Services-Standard-4319

Počuča, M., & Matijašević Obradović, J. (2020). Environmental impacts of tourist traffic in mountain resorts in the Republic of Serbia. Tourism in Function of Development of the Republic of Serbia: Tourism and Rural Development—Thematic Proceedings II, 5(2), 335–350. https://www.tisc.rs/proceedings/index.php/hitmc/issue/view/10

Ranisavljević, M. (2018). Place of military tourist institutions in the tourist offer of Serbia. Zbornik Matice srpske za društvene nauke, 69(165), 55–71. https://doi.org/10.2298/ZMSDN1865055R

Ranisavljević, M., Arsić, S., & Janošević, M. (2017). Importance of military vacation facilities for the quality of life of the defense system members. Vojno delo, 69(4), 134–145. https://www.vojnodelo.mod.gov.rs/pdf_clanci/vojnodelo392/vd-392-2017-69-4-13-Ranisavljevic.pdf

Ranisavljević, M., Tešanović, B., & Nikezić, S. (2017). Military tourist institutions within the tourist offers of Serbia. International Journal of Economics and Law, 7(20), 133–146.

Republic of Serbia. (2025). Tourism development strategy of the Republic of Serbia for the period from 2026 to 2030. Government of the Republic of Serbia. https://mto.gov.rs/extfile/sr/11598/Tekst%20predloga.pdf

Sredojević, K., & Njeguš, A. (2023). Application of agile management in the hotel business in Serbia. In Proceedings of the International Scientific Conference SITCON 2023: Managing the future by learning from the past—Contemporary trends in tourism and hospitality (pp. 37–46). Singidunum University. https://doi.org/10.15308/Sitcon-2023-37-46

Statistical Office of the Republic of Serbia. (2017). Statistical yearbook of the Republic of Serbia, 2017. https://publikacije.stat.gov.rs/G2017/Pdf/G20172022.pdf

Statistical Office of the Republic of Serbia. (2020). Statistical yearbook of the Republic of Serbia, 2020. https://www.stat.gov.rs/sr-Latn/publikacije/publication/?p=12694

Statistical Office of the Republic of Serbia. (2025). Statistical yearbook of the Republic of Serbia, 2025. https://www.stat.gov.rs/sr-latn/publikacije/publication/?p=17536&tip=2

Turčinović, M., Panić, A., Bjelić, K., & Podovac, M. (2025). Perception of the safety in the application of digitalization in tourism and hospitality: The example of tourists from Serbia and Montenegro. In Tourism for people, planet and prosperity—What needs to happen by 2030? Book of proceedings (pp. 1–8). Singidunum University. https://doi.org/10.15308/Sitcon-2025-1-8