Благополучието като ценностен избор: новата бизнес философия на туризма
Well-being as a value choice: the new business philosophy of tourism

Summary/Abstract: In recent decades, the tourism industry has undergone a significant transformation. If until recently, parameters such as price-quality ratio, location and number of stars were leading, today something much more difficult to measure is coming to the fore – well-being. It is no longer perceived as a complementary service, but as the foundation on which the overall tourist experience is built. Already at the end of the twentieth century, developed countries began to talk about wellness and the concept became established as a way of life that counteracts mass obesity, smoking and stress.

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