Sustainable tourism development in mountain areas in Šumadija and Western Serbia

Sustainable tourism, as an integral part of sustainable development, emerged as a logical outcome of preventing the uncontrolled and excessive use of tourism resources and attractions. This study analyzes whether mountain tourism development in Serbia can be sustainable and feasible in the long term. Given the heterogeneity of mountains in Serbia in terms of tourism development, the subject of this research is the achieved level of sustainable tourism development in mountains in the most developed and most visited region in Serbia — Šumadija and Western Serbia: Zlatibor, Kopaonik, Tara, Zlatar, Mokra Gora and Goč. The sustainable tourism development level was analyzed by using five groups of the EU’s comparative indicators: economic, social, cultural, environmental and tourist satisfaction indicators. The results showed that the development of tourism in the examined mountains is not fully aligned with sustainable development. The tourist satisfaction indicator has the most acceptable values, which is a good basis for further harmonization of tourism development on the principles of sustainability. Economic indicators, especially the ratio of overnight stays and accommodation capacities, show the most unacceptable values, which indicate the need for implementing changes in the process of tourism development in the coming period. The analysis of sustainable tourism in mountain areas in Šumadija and the Western Serbia undoubtfully points out that it is necessary to significantly change the current tourism product portfolio, which implies harmonizing mountain tourism development with global trends. Certainly, a comparative analysis that looks at the degree of sustainability of mountain tourism in some countries of the Alpine region, such as Switzerland, Austria and Slovenia, contributes to this. The more intensive development of tourism throughout the year would significantly improve indicators of sustainable tourism in all analyzed mountain areas of Šumadija and Western Serbia. This would improve the value of economic indicators, which are marked as the most unsustainable. The development of tourism in the summer season, especially recreational and adventure tourism, would improve the social and cultural component of sustainable tourism. Environmental dimension of sustainable tourism would be enhanced by the development of ecotourism. By connecting spatially close mountains (Zlatibor, Zlatar, Tara and Mokra Gora) into a unique and integrated tourism destination, synergistic effects would be achieved resulting in international recognition and making the region of Šumadija and Western Serbia competitive on the European market.