Research and Development of Regional Cooperation in Serbian Tourism: An Overview of the Health Tourism Sector

Introduction

Today's dynamic and turbulent business environment - characterized by rapid changes and globalization, increasingly strong competition, and strong influences, which cause business instability - has led to the need of establishment intensive regional cooperation in all economic branches, and among economic entities, both public and private sector (Ilic, Djukic, 2022). Regional cooperation is particularly important for tourism, because as a very complex and specific branch of the economy, tourism consists of numerous economic entities that participate with their products and services in meeting the needs of tourists through a joint integrated product. Ttherefore it is extremely susceptible (a branch of the economy) to various environmental influences that have an intense, negative impact on business (Jegdic et al, 2016). Many authors emphasize that regional cooperation in tourism today has a vital role and represents one of the key aspects of business, bearing in mind that the development of tourism is accompanied by many challenges, fierce competition, increasing consumer demands, and instability in business (Cooper, 2021; Yin et al, 2020; Costa et al, 2018). Cooperation is considered an effective way to establish better competitiveness and promotion in the market, as well as sustainable development of tourism and environmental protection, which achieves more successful business, improves regional relations, and initiates regional economic development (Wang et al, 2013). The issue of regional cooperation in tourism is therefore also the subject of research by many authors, which (researchs) are mainly focused on the possibilities, areas, aspects, strategies, and methods of cooperation, as well as on the obstacles in establishing that cooperation (Saito & Ruhanen, 2017) (Fyall et al, 2012) (Middleton, 2009) (Constantinides & Fountain, 2004). In the same way, the effects of that cooperation on the development of the region and the tourism industry, tourist organizations, as well as tourists, i.e. their demands and behavior, were investigated (Park et al, 2019). Regional cooperation in tourism is an important tool for ensuring long-term successful business and can encompass numerous areas and aspects (Czernek, 2013)(Xu et al, 2006). It enables the complementary and coordinated development of tourism at the level of the entire region, the connection and development of numerous types of tourism, such as rural, eco, cultural, recreational, wine tourism, and others, as well as the creation of clusters, which improves the offer of the region and thereby attracts a greater number of tourists. This has a positive impact, both on the overall tourism business, and on the prosperity of local communities and the population. In this way, additional values are created for the region, as a more attractive destination, greater growth and economic value are generated, adequate responses are given to market demands, and sustainable development and progress are achieved at all levels while respecting the carrying capacity of the region as a destination and environmental limitations (Jesus & & Franco, 2016).