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Ekonomika
2018, vol. 64, br. 4, str. 81-92
jezik rada: engleski
vrsta rada: naučni članak
doi:10.5937/ekonomika1804079V

Creative Commons License 4.0
Formiranje i promocija ruralnog turističkog proizvoda u Republici Srbiji
Institut za ekonomiku poljoprivrede, Beograd

e-adresa: predrag_v@iep.bg.ac.rs

Projekat

Održiva poljoprivreda i ruralni razvoj u funkciji ostvarivanja strateških ciljeva Republike Srbije u okviru dunavskog regiona (MPNTR - 46006)

Sažetak

Poslovanje na turističkom tržištu zahteva percepciju interesa ponude i tražnje na mikro i na makro nivou. Težnja je da se tržištu plasiraju turistički proizvodi koji omogućavaju ostvarenje cilja poslovanja i satisfakciju obe strane, ponude i tražnje. Ruralni turizam sa svojim specifičnostima zahteva pažljiv pristup turističkoj tražnji i njenim segmentima, odnosno nišama. Dosledna primena marketing koncepta sa adekvatnim ulaganjima u istraživanje tržišta, kreiranje i plasman turističkog proizvoda predstavlja garant uspeha. Srbija ima respektabilne resurse za razvoj ruralnog turizma (prirodne i društvene). Međutim, u praksi problem nastaje jer lokalni stejkholderi nisu u mogućnosti da prepoznaju mogućnosti da se ti resursi stave na adekvatan način u funkciju razvoja turizma, kao i lokalnih zajednica, šire gledano. Cilj rada je da predstavi marketing pristup u kreiranju ruralnog turističkog proizvoda, polazeći od resursnih mogućnosti koje Republika Srbija ima.

Ključne reči

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