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.
Keywords: Rural Tourism, Agrotourism, Tourists, AP Vojvodina.
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