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THE ROLE AND CHARACTERISTICS OF RURAL TOURISM IN SERBIA: CASE STUDY OF VOJVODINA REGION Branislav Vlahović University of Novi Sad, Faculty of Agriculture, Trg Dositeja Obradovića 8, 21 000 Novi Sad, Serbia Dubravka Užar University of Novi Sad, Faculty of Agriculture, Trg Dositeja Obradovića 8, 21 000 Novi Sad, Serbia DOI: https://doi.org/10.31410/tmt.2019.475 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: Serbia is a land of rural character and is one of the most agrarian countries in Europe. The rich natural, cultural and historical diversity of the Republic of Serbia creates exceptional conditions for the development of rural tourism, as well as the placement of the wide offer for different segments of demand in the tourist market. Understanding consumer behaviour in rural tourism is a necessary condition for the successful diversification of any rural socio-economic system. The aim of the research is to examine the attitudes and preferences of potential users of rural tourism services in the Republic of Serbia. It is important to identify tourist needs in order to create the best supply of rural tourism. Rural tourism provides a new and different experience that cannot be achieved at traditional mass tourism destinations. These results could provide useful insight for decision makers, in particular as regards local planning strategies. 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