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3. TemATSkA cJelinA: kReiRAnJe i DiSTRiBUciJA pRoizvoDA RURAlnog TURizmA
Dr Maja Ćosić
Visoka turistička škola strukovnih studija, Beograd, Srbija
Bulevar Dr Zorana Đinđića 152 a, Novi Beograd, Srbija
tel.:+381112698222, e-mail: majac@visokaturisticka.edu.rs
Dr Georgi Genov, e-mail: georgi@visokaturisticka.edu.rs
Dragan Sajić, e-mail: dsajic@gmail.com
Title of the contribution:
Integration of rural-tourism product in the example of
the Association “Serbian Storehouses”
Keywords: rural tourism; integration; promotion; distribution;
Internetportal
Type of presentation: PP presentation, oral presentation
Theme:
Creation and distribution of rural tourism (clustering
and networking, integration of rural-tourism products)
Purpose of study:
The authors of the paper deal with the possibilities of
integrating the rural tourist offer of Serbia at regional
and national levels. The starting point is the statement
that the Association “Serbian Storehouses” has significant
potential to contribute to the competitiveness of
rural economy and its development within the Serbian
rural tourist offer.
Methodology/Approach:
In the part of the paper which discusses the theoretical
basis for the development of rural tourism, research
methods “at the table” and desk research have been applied
using primary data from national and international
literature (textbooks, scientific and academic articles,
monographs, proceedings, data of statistical institutes,
scientific and research institutes and institutions, etc.).
Also, inductive-deductive method, historical method,
comparative method, empirical and statistical methods
have been used. First of all, empirical method, “field research”
and statistical method using primary data sources
have been applied in the part of the paper related to
primary research.
Findings:
The presented and analyzed results have been obtained
by the authors’ examining the sample of 870 rural households
from 2004 to the present date. These results are
related to realized tourist traffic (the number of tourists
and their overnight stays) and the characteristics of particular
segments of consumers, especially their demo-
Structured abstract
graphic characteristics. Also, the possibilities for extending
the basic concept of “Serbian Storehouses” to other
regions in Serbia tailored to the needs and peculiarities
of the given region have been analyzed in order to promote
rural households uniquely and to have them incorporated
into the overall Serbian tourist offer.
Originality/Value:
The possibility of establishing a new model for production
connection, promotion and sale of products and
services of young and active rural households is shown
on an authentic example. The project may contribute to
further integration of rural tourism into an overall tourist
offer of the Republic of Serbia and the achievement
of strategic objectives in tourism, which have been
highlighted in the Master Plan for Sustainable Tourism
Development in Serbia.
Research limitations/Implications:
The research has been conducted within the project
“Serbian Storehouses” on the sample of 870 rural
households of Serbia, which certainly does not include
all households that have the potential for rural tourism
development. Since a part of the research applies to the
internet portal “Serbian Storehouses”, which besides
offering accommodation facilities in rural households
tries to give users interactive access to other attractive
(natural and anthropogenic) factors of tourism offer. In
the further development of the project new knowledge
will be applied on both, the offer itself as well as on the
possibilities of portal modernization through new solutions
in information technology.
Practical implications:
The paper makes recommendations for possible future
development directions of this tourism type based on
the experience of “Serbian Storehouses” which are also
suggested by Regional Center for Rural Development of
the Ministry of Agriculture, Forestry, and Water Management
in the Government of the Republic of Serbia. All
this work may be indicative and useful to all those who
are dealing with these topics not only from theoretical
and methodological, but also from practical and applicative
aspects.
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