RURAL TOURISM IN THE FUNCTION OF RURAL AREAS DEVELOPMENT IN THE REPUBLIC OF SERBIA Branko Mihailović Institute of Agricultural Economics, Volgina Street no. 15, 11060 Belgrade, Serbia Vesna Popović Institute of Agricultural Economics, Volgina Street no. 15, 11060 Belgrade, Serbia DOI: https://doi.org/10.31410/tmt.2019.251 4th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2019, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia; ISSN 2683-5673, ISBN 978-86-80194-29-5; Editors: Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia, Printed by: SKRIPTA International, Belgrade
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Abstract: The development of rural tourism based on the individualization of tourist demand and its focus on non-standard tourism products provides one of the key contributions to rural development. The paper discusses the possibility of developing rural tourism in Serbia and key factors for the success of rural economy diversification through rural tourism, primarily synergetic effects of agriculture and tourism, and thus established local value chains, introduction of food quality standards, application of information technologies, efficient management of tourist destination and adequate financial support, especially to small businesses in rural tourism. Lack of an integrated tourist offer makes it difficult to apply marketing and management approaches to rural tourism development at the national level and the level of local rural tourism destinations and this must be given special attention in the future. Keywords: Rural Tourism, Rural Areas, Rural Economy, Diversification. 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