Article metrics

  • citations in SCindeks: 0
  • citations in CrossRef:0
  • citations in Google Scholar:[=>]
  • visits in previous 30 days:25
  • full-text downloads in 30 days:13
article: 7 from 12  
Back back to result list
2018, vol. 64, iss. 4, pp. 81-92
article language: English
document type: Scientific Paper

Creative Commons License 4.0
The formation and promotion of rural tourist product in the Republic of Serbia
Institute of Agricultural Economics



Sustainable agriculture and rural development in the function of accomplishing strategic objectives of the Republic of Serbia in the Danube region (MESTD - 46006)


Business on tourism market requires perception of the interests of supply and demand at micro and macro level. The tendency is to place the market products on the market that enable the achievement of the business goal and the satisfaction of both sides, supply and. demand. Rural tourism with its specificities, requires a careful approach to tourist demand and its segments, i.e. niches. Consistent implementation of the marketing concept with adequate investments policy and market research, creation and placement of a tourist product is a guarantee of success on the market. Serbia has respectable resources for the development of rural tourism (natural and social). However, in practice, the problem arises in the insufficient recognition of local stakeholders in the ability to put these resources in an adequate manner in the function of tourism development, as well as local communities, more broadly. The aim of the paper work is to present a marketing approach in formation and promotion the rural tourism product, based on the resources the Republic of Serbia has.



*** (2007) A practical guide to tourism destination management. Madrid: UNWTO
*** (2011) The master plan of sustainable development or rural tourism in Serbia. UNDP
*** (2009-2015) Zakon o turizmu. Sl. Gl. R. Srbije, br. 36/2009, 88/2010, 99/2011 - dr. zakon, 93/2012 i 84/2015
*** (2005) Enciclopedia of tourism. Milton Park, Abingdon Oxon, OX: Routledge
Bakić, O.V. (2005) Marketing menadžment turističke destinacije. Beograd: Čigoja Štampa
Boyd, H.W., Walker, O.C., Larreche, J. (1990) Marketing management - a strategic approach with a global orientation. Chicago: Irwin
Buhalis, D. (2000) Marketing the competitive destination of the future. Tourism Management, 21(1): 97-116
Gonroos, C. (1987) Developing the service offering: A source of competitive advantage. in: Add Value to Your Service, Chicago: AMA - American Marketing Association
Jobber, D., Fahy, J. (2006) Fundations of marketing. UK: McGraw-Hill Education Limited
Kotler, P., Bowen, J., Makens, J. (2006) Marketing u ugostiteljstvu, hotelijerstvu i turizmu. Zagreb: Mate
Lane, B. (1994) What is rural tourism?. Journal of Sustainable Tourism, n. 2(1&2), str. 7-21
Manente, M. (2006) Destination management organizations and actors. in: Tourism Business Frontiers, Elsevier BV, str. 228-237
Mccarty, J. (1978) Basic marketing: A managerial approach. Homewood: Richard D. Irwin Inc, p. 237-240
Middleton, V.T.C., Fyall, A., Morgan, M., Ranchold, A. (2009) Marketing in Travel and Tourism. Oxford: Butterworth-Heinemann, 2009
Mil, C. (1990) Tourism - The International Business. Cliffs: Prentice Hall international Inc. Englewood, New Jersy
OECD (1994) 'Tourism strategies and rural development. Appendix A., (94) 49, p. 47-50, OCDE/GD, 26.08.2018
OECD (2012) Torurism trends and policies 2012. Mesečni statistički bilten, 01, p. 94, (21.08.2018.), Republički zavod za statistiku
Roberts, L., Hall, D. (2003) Rural Tourism and Recreation: Principles to practice. Auchincruive, Ayr, UK: The Scottish Agriculture College - Leisure and Tourism Management Department
Ružić, P. (2009) Ruralni turizam. Poreč: Institut za poljoprivredu i turizam
Scialabba, N.E., Williamson, D. (2004) The scope of organic agriculture, sustainable forest management and ecoforestry in protected area management. in: Morking paper No. 18, Rome: UNFAO - Food and Agriculture Organization of the United Nations, p. 16-17,, 26.08.2018
Seaton, A.V. (1996) Destination marketing. in: Seaton A.V.; Bennett M.M. [ed.] The Marketing of Tourism Products: Concepts, Issues and Cases, London: International Thompshon Bussines Press, p. 350-356
Statistical Office of the Republic of Serbia (2018) Monthly Statistical Bulletin, 01;, 01.09.2018
Thibal, S. (1988) Rural tourism in Europe. Strasburg: Council of Europe
Vuković, P., Popović, V., Arsić, S. (2016) State and condition for implementing ICT in rural tourism in the Republic of Serbia. in: Thematic Proceedings: ‘Emerging Technologies and the development of agriculture', EAAE (European Association of Agricultural Economist) seminar, August 30th - September 1st, 2016 Novi Sad Serbia, Publ, pp. 257-275
Vuković, P. (2017) Character and dynamics of development rural tourism in the Republic of Serbia. Ekonomika, vol. 63, br. 4, str. 53-60
Zečević, B. (2007) Marketing turističkih destinacija uloga informacione tehnologije. Beograd: Jugo knjiga komerc