5th International Thematic Monograph – Modern Management Tools and Economy of Tourism Sector in Present Era

OPPORTUNITIES AND DIRECTIONS OF RURAL TOURISM DEVELOPMENT IN THE REPUBLIC OF SERBIA

Milan Janković   –   Alfa BK University, 3 Palmira Toljatija, 11070 Belgrade, Serbia
Larisa Jovanović   –   University Union – Nikola Tesla, FPSP, Jurija Gagarina 149a, 11070 Belgrade, Serbia

DOI:   ​​https://doi.org/10.31410/tmt.2020.375
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Abstract:   Rural tourism is a specific form of tourism, in which the main motive is travel to ecologically clean landscapes and the return of man to his historical roots. Rural tourism was created based on preserving the nature of rural areas and cultural and historical identity. Rural tourism is considered a new form of modern tourism together with already developed conventional forms of tourism. Rural tourism can be considered a very important form of sustainable tourism. Modern global trends such as nature protection, health care, especially during a pandemic, staying in nature, as well as preserving and reviving local traditions, customs, cultural and historical events and manifestations have contributed to the development of rural tourism in the world. Rural tourism successfully incorporates all these elements into its offer, which is why more and more tourists travel to rural areas. Interest in rural tourism arises from the desire to escape from urban centers pressed by industrialization and man-made environmental pollution.
At present, rural tourism is one of the potentially important segments of the tourist offer on the Serbian market. Rural tourism includes a large number of activities that take place in rural areas. However, its potential is only partially valorized through rural tourism operators located in the central and northern regions of Serbia, as well as Vojvodina.
Given that financial problems are often an obstacle in the realization of most ideas, financial support is a necessary lever for the development of rural tourism and rural regions in general. EU funds can be a chance to achieve financial support for the improvement of development potentials, better promotion, networking of tour operators and the implementation of tourism projects.

Keywords:  Rural tourism, Rural area, Development potential, Sustainable development, Benefit, Nature protection, Financial support, EU funds, Organic production, Cluster, Diversification, Marketing, Promotion, Serbia.

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