This study aims to explore the use of the social-ecological system (SES) in tourism of a mountain area. Authors examined residents' perceptions of tourism impacts on four SES aspects: ecosystems, local knowledge, people and technology and property rights institutions. The aim is to find area that will be a "common ground" for community and area that can be a source of conflict and will require additional work to solve the differences. Second objective was to examine residents' perception towards future local development tourism policies (winter tourism, seasonality and environment and culture) and how those policies can affect natural, socio-economic and cultural aspects of mountain area. Residents' perceptions of sustainable tourism development potential, perceived tourism impacts, analysis of community attachment and employment sector of stakeholder were involved in this study. The authors applied the Q-methodology, as one SES-allied approach, in a small mountain community of Kopaonik, the Republic of Serbia. The results revealed that residents' agreement/disagreement is connected with two aspects: ecosystem and property rights and that ecosystem can be significantly influenced by all three development policies. Findings suggest that development of future natural conservation plans and new cultural attractions can have positive effects on all parts of social-ecological system. Some practical implications of those findings for tourism planning and development are also discussed.

Summary This paper tends to identify managers' current innovation activities and attitudes,

The aim of this study was to determine the motives that attract tourists to visit rural areas in Vojvodina Province, Northern Serbia. The authors identified the motivation factors that push tourists to rural areas, the activities that tourists prefer on the destination, and the relationship between these two constructs-motivation and activity preferences. The questionnaire was filled in by 476 rural tourists who spent at least one night in rural accommodation facilities in Vojvodina. For data analysis, the authors used the following: descriptive statistics to provide the characteristics of the sample and general information regarding the variables, correlation analysis with reliability test to identify a relationship between individual items, and canonical correlation analysis to analyze the relationship among dependent and independent variables. The results of the research indicated that the rural environment was one of the primary reasons for choosing rural areas for holiday, but the possibility for adventure or taking adventure activities was the lowest between the motivational factors. The study revealed that there are correlations between the push and pull factors, i.e., that motivations and preferred activities are interlinked.

The paper deals with conceptual guidelines, basic aspects and spatial frameworks of the development of agritourism. The holistic approach, in this regard, includes the integrated and the comprehensive aspects of tourist stays in the countryside. The authors define the impact of agritourism on rural surroundings and analyze the influence of spending leisure time outside urban areas and consuming agritourism activities. Understanding the many components of agritourism is essential for future planning, management, business decisions and strategies. For success in agritourism, knowledge is necessary in many economic fields, including organization, management and marketing, among others. In addition, this article emphasizes products and services in agritourism and provides insight into the facilities and opportunities that are offered to tourists in rural areas. The research findings represent a useful tool for obtaining information about many elements of agritourism development and can serve as a relevant instrument in travel industry research or in academic investigation.

The purpose of this study was to examine if human values sets indicating basic motivational aspects, shared by active sport participants, could be used for the creation of a specific market segmentation model. While the exploration of motivation scales and sport tourist typologies was vast, although limited to small samples, this research constructed a model that tested its applicability and validity on the large general samples. By using data collections from the European Social Survey, the model allowed comparability between surveyed countries by cross-checking multiple psychosocial and demographic factors. The findings identified four main factors that determine active sport tourist values, while at the same time, multiple-discriminant analysis indicated the existence of three active sport clusters, indicating preferences of different sport tourist segments. Furthermore, the study analyzed potential demand markets according to the geographical distribution of active sport segments. The study confirmed that basic human values play an important role in explaining motivation aspects in sport- and tourism-related choices. Overall, the findings may assist marketers in monitoring changes in preferences of sport participants and focus on specific marketing strategies for different segments.