Foreign Tour Operators and Travel Agents Knowledge of a Potential Tourism Destination: The Vojvodina Region of Serbia

Vojvodina is an autonomous region of Serbia, and has the potential tobecome a successful tourism destination. Twenty years of changes haveelapsed since the disintegration of Yugoslavia, and destination plannersin Vojvodina are now looking to accommodate visitors and generateservice related jobs. The method for collecting data was through surveyresponses from those in the travel industry. The objective for conductingthis research is to analyze the knowledge and awareness of the developingdestination of Vojvodina. From here, it is possible to get a senseof the region’s awareness, and role tour operators and travel agents actas opinion makers in promoting destinations to their clientele. Resultssuggest that Vojvodina is not known as a tourism destination amongforeign travel experts; furthermore, this would suggest that their clientelebase is not informed of this region of Serbia as a tourism destination.Although not known, this is better than having a negative image.With a non-image, tour operators and travel agents then have the abilityto creatively market and promote an image that will generate furtherawareness of the Vojvodina region as an emerging tourism destination.