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2019, vol. 65, iss. 4, pp. 1-9
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Rural tourism marketing of the Danube region
Marketing ruralnog turizma Dunavskog regiona
Project: Sustainable agriculture and rural development in the function of accomplishing strategic objectives of the Republic of Serbia in the Danube region (MESTD - 46006)
Abstract
Within tourism, as one of the largest and fastest-growing world industries, a prominent place is taken up by separate, selective forms of tourism. Rural tourism enables consumers to return to the natural setting and relief from pressure and stress emerging in urban environments. As eco-friendly travel into relatively well-preserved areas, rural tourism features as a significant element of sustainable tourism, economic and social development of rural areas. In view of this, the entire management, realization and implementation of the marketing strategy of developing rural tourism should be based on a compromise of interests of different and numerous stakeholders. The subject of this paper is the Danube Region and rural tourism of this region, and the objective is to emphasise the significance of further development of this special, selective form of tourism by applying marketing concept. Secondary data and methods of induction, deduction, synthesis and analysis were used for the purpose of this writing this paper.
Sažetak
U okviru turizma, kao jedne od najvećih i najbrže rastućih svetskih industrija, izdvajaju se posebni, selektivni oblici turizma poput ruralnog turizma. Ruralni turizam omogućava potrošačima povratak prirodnom ambijentu i rasterećenje od pritiska i stresa koji nastaje u urbanim sredinama. Kao ekološko putovanje u relativno očuvana područja, ruralni turizam predstavlja značajan element održivog turističkog, ekonomskog i socijalnog razvoja ruralnih oblasti. Pri tom, celokupno upravljanje, realizacija i implementacija marketing strategije razvoja ruralnog turizma treba da se bazira na kompromisu interesa različitih i mnogobrojnih stejkholdera. Predmet rada predstavlja Dunavski region i ruralni turizam tog regiona a cilj se ogleda u isticanju značaja daljeg razvoja ovog posebnog, selektivnog oblika turizma primenom marketing koncepta. Za potrebe pisanja rada sprovedeno je istraživanje za stolom, korišćeni su sekundarni podaci i metode indukcije, dedukcije, sinteze i analize.
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