The impact of complementary medicine on sustainable tourism development through event and nature-based tourism

Abstract

The subject of this research is to look at the attitudes of spa tourists towards complementary medicine and the possibilities of its application within spa services. The aim of the research is to identify certain scientific results that can contribute to the creation of an adequate tourism product. In the research, a prospective study is used and it was done by applying a standardized questionnaire. Testing the correlation of the answers given was examined and shown by the Analysis The Pearson Correlation method. The obtained results confirmed the hypotheses: complementary medicine is a significant component of the sustainable development of health tourism in spa destinations in Serbia, and that the organization of an adequate complementary medicine tourism event can increase tourists’ motivation for visits and their significant relation to nature-based tourism, which would significantly affect on sustainable tourism development of spa tourism. The intensification of the growth of awareness among the respondents about the importance of complementary medicine in tourism planning and development is evident, and by providing socio-cultural, economic and environmental benefits, the basic postulates of sustainable tourism development are directly fulfilled.