2026-05-10T15:31:47.959Z http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai

ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai:1:5507 2017-11-18T17:32:02Z 1

Aspirational Segment as an Important Innovative Opportunity for Serbia’s Tourism Products 2017 http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai/record/1/5507 J. Popesku M. Teodorović The objective of this exploratory study is to confirm, explore and analyze the tourism aspirational segment in Serbia and produce comparative analysis with the global trends. Globally, the aspirational segment is the largest in the world representing the population that no longer isolates consumerism and corporate behavior form the cultural and environmental issues. The segment sends a strong message to the companies that brands must go further and deeper into the culture, meaning and desires of the consumers. The research shows that 64% of the population in Serbia represent aspirational segment making it the largest consumer segment in the country. The major difference between the global and Serbian aspirational segment is in the level of optimism which is significantly less present in Serbia. On the other hand, the analysis shows that Aspirationals in Serbia, as visitors, tend to go to the destinations that offer less resources and more charm and excitement. Also, we believe that the aspirational segment is a breakaway opportunity for Serbia to revitalize its existing practices and engage into the new innovative possibilities with marketing programs and plans that will address experiential attitude of the aspirational visitors. conferenceObject 35 46 Zbornik radova XI Hotelska kuća