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The object and purpose of this paper wasexamination of the ski tourism segment and identification reasons why ski tourists in Serbia traveling and which are the decisive factors when choosing where to travel. The study sample included 92 ski tourists from Republic of Serbia, which are divided into three subsets according to their level of knowledge of the ski skills: beginners (42%), intermediate-level skiers (30,4%) and experienced skiers (23,9 %. The study started from two key research questions: What are the main reasons why ski tourists travel and what factors influence the decision of ski tourists when they decide where to travel? In addition, the study sought to determine whether there are any differences in the reasons for traveling of ski tourists and the factors that influence the decision on the choice of ski destinations, depending on the level of skiing skills.

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Dusko Mla enovic was born in 1966 in Nova Varos. He enrolled in PhD studies at the Singidunum University - Department of Tourism Management. Dusko Mla enovic is also a researcher, interested in management. He participated in different international and national conferences.Sasa Virijevic Jovanovic is aresearcher, marketing author and associate professor at Faculty of AppliedManagement, Economics and Finance in Belgrade, Serbia.

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