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

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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