Wellness concept, which is becoming more present in different spheres of modern society, is crucial for development of spa destinations. The visibility in the media, good offer, integrated services that put the improvement of a man’s health in the focus are some of the most important segments of tourism industry. In recent years there has been a huge increase in demand for wellness services,
... [Show full abstract] especially in spa destinations that have the leading role in terms of wellness tourism offer. High quality spa environment and well-designed health tourism products marketed through the wellness concept, receive more space in the media that has more significant impact on prospective tourists and consumers, in terms of choosing a holiday destination. When it comes to wellness tourism services in Serbia, it is necessary to do a research on how much spa and wellness centers use the online media to promote their services on the one hand, and whether they still focus primarily on curative medical treatments on the other hand. Therefore, the objective of this research focuses on media coverage of spa destinations in Serbia with special reference to the online media.
Keywords: Wellness, Tourism, Spa, Online Media, Promotion