Health Tourism Niche and Visitors’ Particular Interests of Needs as a Factor of Rural Destination Development

Abstract Modern tourists are looking for rural destinations that provide various ‘anti-stress’ services, compatible with the wellness philosophy. The present study examines the complex relationship of the dry spa - Sofia’s springs and its tourism potential for rural destination development assessment, using the modified GAM framework and data obtained from the 687 tourists of six European nations between 2018. and 2023. For robustness checks, the study additionally deploys structural equation modelling (SEM) to validate the estimates. The analysis of responses regarding the geo-site Sofia’s spring in Serbia reveals that it is highly regarded for its health benefits, with a significant number of respondents rating it positively for rehabilitation and tranquillity. However, the location lacks adequate promotional activities and tourism infrastructure, which limits its touristic appeal despite its natural beauty and potential for rural tourism development. The findings suggest that while health and scenic values are strong attractions, there is a pressing need for improved tourism services and facilities to enhance the overall visitor experience and ultimately fostering rural development.