Visoka škola za poslovnu ekonomiju i preduzetništvo, Beograd, Srbija Milan Novović Visoka poslovna škola strukovnih studija "Čačak", Beograd -Zemun, Srbija Saveta Vukadinović Visoka škola za poslovnu ekonomiju i preduzetništvo, Beograd, Srbija © MESTE NGO JEL category: L8, L83, M3, M31 Apstrakt Teritorija Republike Srbije predstavlja jednu od prostornih celina u svetu sa izvanrednim bogatstvom termomineralnih voda, planinsкih područja, retkom i sadržajnom vegetacijom. Navedeni resursi čine

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... dobru osnovu za razvoj zdravstvenog turizma, s obzirom na to da nisu u dovoljnoj meri iskorišćeni. Rad ima za cilj da predstavi mogućnosti razvoja zdravstvenog turizma u Republici Srbiji. Tema je veoma aktuelna u današnjim uslovima, imajući u vidu da se u svetu smanjuje opseg atraktivnih komponenti. Pošto je marketinški pristup neizostavan deo u kreiranju razvoja zdravstvenog turizma, posebna pažnja je usmerena na taj segment njegovog ukupnog razvoja. Definisanje i diferencijacija marketinškog pristupa u razvoju zdravstvenog turizma podrazumeva brojna opredeljenja koja na originalan način omogućavaju da se ova problematika tretira na moderan način. U tom smislu, problem je postavljen tako da se njegovim rešavanjem daje ne samo naučni doprinos sa teorijske tačke gledišta, već i da se obezbedi praktična primena dobijenih rezultata. Na kraju rada izvršena je i SWOT analiza, koja omogućava sagledavanje realnih snaga i slabosti, kao i šansi i opasnosti u sprovođenju marketinškog pristupa razvoja zdravstvenog turizma u Republici Popović J. Marketing i razvoj zdravstvenog turizma u Srbiji FBIM Transactions Vol.1 No.2 pp. 124 -135 Published: July 2013 MESTE | 125 Srbiji, što obuhvata organizacione, komercijalne i finansijske temelje sa čim bi se mogla zaokružiti ova problematika. Abstract: Territory of The Republic of Serbia is one of the world's richest in thermal mineral water, mountains, rare and lush vegetation. These resources represent a very good foundation for the development of health tourism, which deserves special attention in this area, given that it hasn't been sufficiently utilized. This paper aims to present possibilities of development of health tourism in the Republic of Serbia, as a topic that is very relevant in the present conditions, because the range of attractive components in the world is reducing. Since the marketing approach is an indispensable part in creating health tourism development, special attention was focused on this segment of its overall development. Definition and differentiation of marketing approach in the health tourism development includes a number of determinations, which in an original way, allow the treatment of contemporary issues. Regarding this, the problem is placed in a way not only to give a scientific contribution from a theoretical point of view, but also for its practical application. This approach allows observation of both, development and market component. At the end of the paper SWOT analysis will be done, which will allow consideration of the real strengths and weaknesses, opportunities and threats, in marketing approach implementation to the development of health tourism in the Republic of Serbia, which includes organizational, commercial and financial footing that could encircle this issue.