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: Koncept "slow turizma" relativno je nov i uključuje ljude koji putuju "sporije" i kraće, ali ostaju duže u odabranoj destinaciji u kojoj koriste lokalne oblike transporta, uživaju u lokalnoj kuhinji i obilaze lokalne, kulturne znamenitosti. Podsticanjem potrošača ka ovom posebnom obliku turizma ostvaruju se mnogobrojne prednosti, kako za destinaciju i lokalnu zajednicu, tako i za same potrošače. U kontekstu putovanja motivacija se odnosi na set potreba koje navode pojedinca da putuje. Tako, ljudi putuju jer su "odgurnuti", odnosno "privučeni" određenim faktorima. U radu su prikazani rezultati istraživanja koji objašnjavaju uticaj motiva na ishode "slow" putovanja. Motivi su podeljeni u dve grupe: 1) push motivi (relaksacija, samorefleksija, beg i učenje) i 2) pull motivi (otkriće i angažovanje). Rezultati istraživanja pokazali su da push motivi imaju značajniji uticaj na ishode putovanja (zadovoljstvo i ponovni dolazak u destinaciju). Istraživanje je sprovedeno krajem 2017. godine. Uzorak je obuhvatio 320 ispitanika sa teritorije Republike Srbije, koji su u prethodne dve godine posetili jednu od destinacija u Vojvodini označenu kao "slow place" (Palić, salaš u Vojvodini i Fruška gora).
Tourism is one of the fastest growing sectors in the world characterized by numerous new forms aimed at satisfying the sophisticated needs of the modern consumer. In such circumstances, the concept of slow tourism is gaining in importance with emphasized need for slowing down the pace of life. Slow tourism offers a solution to this need. In developing countries, this concept frequently tied with sustainable tourism, is linked to social movements such as: “slow food” (authentic, local food), “slow cities” (environmentally responsible and peaceful environment) and “slow transportation” (local buses and trains). The aim of the paper is the explanation of this phenomenon from the perspective of consumers. The authors conduct research based on a model consisting of: six general slow tourism motivations (relaxation, self-reflection, escape, novelty-seeking, engagement and discovery), two universal goals of slow tourism (revitalization and self-enrichment) and travel outcomes (satisfaction, future return intention and recommendations). The sample included 320 respondents from the territory of the Republic of Serbia who have visited some of the destinations in Vojvodina labeled as “slow place” in the past two years.
Сажетак: Савремени, проницљиви туристи траже аутентично искуство. Србија је још увек непрепознатљива дестинација на туристичкој мапи. Доминантни сегмент на туристичком тржишту Србије су домаћи туристи. Они су највише посећивали планинске центре и бање. Страни туристи су углавном из земаља непосредног окружења, бивших Југословенских република. Инострани туристи су највише посећивали Београд,за кратке викенд одморе. Кључне речи: туристичко тржиште, домаћи туристи, инострани туристи, планински туризам, бањски туризам Apstract: Modern, discerning tourists are looking for an authentic experience. Serbia is still unrecognizable destination on the tourist map. The dominant segment of the tourism market in Serbia are domestic tourists. They are the most visited mountain resorts and spas. Foreign tourists are mainly from the immediate environment, The destination currently appeals mainly to former Yugoslavs from neighbouring states,who flock to Belgrade for short weekend breaks to enjoy the lively atmosphere and nightlife Кеy words: tourist market, domestic tourists, foreign tourists,mountain tourism, spa tourism УВОД Туристички мотиви су унутрашњи подстицаји човеку да се укључи у туристичке токове. Централни туристички мотиви су одмор, здравље и рекреација. Савремени туриста, купујући туристички производ, купује одговарајући доживљај. Туриста жели да побегне од свакодневног начина живота, стреса, буке, асфалта, жели да се забави, доживи узбуђење, нешто научи али и да његове активности не угрожавају животну средину. Савремене туристичке потребе су дакле, веома разноврсне и специфичне. Свака земља има туристички потенцијал да задовољи неки облик туристичке тражње. Потребно је сагледати туристички потенцијал земље, диференцираност туристичке понуде, њене специфичности, односно оно што је посебно, јединствено и другачије што би могло да привуче туристе и задовољи њихове све истанчаније и разноврсније потребе. Према истраживањима Светског савета за путовања и туризам WTTC (World Travel and Tourism Council -WTTC) улога туризма у 1 tomics@ef.uns.ac.rs Славица Томић Економски погледи, ISSN 1450-7951
The main goal of this paper is to evaluate efficiency of regions tourism sector in order to improve countries competitiveness on global market. Efficiency is observed as relation of multiple outputs (international tourist arrivals, international tourism inbound receipts and tourism industry GDP) and inputs (government expenditure and prioritization of tourism) for four-year period. Results show that Croatia and Montenegro achieve maximal efficiency, compared to the other countries in this region.
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