Expectation and satisfaction of foreign tourists in rural tourism: a case study of Serbia
Expectation and satisfaction of foreign tourists in rural tourism: a case study of Serbia

Summary/Abstract: Tourism plays a significant role in the economic growth of any country. Its contribution is primarily reflected in the increase of foreign exchange inflow, employment opportunities, return on investment and conservation of resources. Serbia has a huge potential for development of rural tourism, due to its natural characteristics, abundant historical-cultural and ethnographic heritage, local values, entertainment opportunities etc. The purpose of this paper is to identify the key factors and values affecting tourist satisfaction in rural areas of Serbia, in order to develop the strategy for attracting international (foreign) and domestic tourists. Research results show that international tourists were most satisfied with cordiality and hospitality, gastronomy and quality of services, and least satisfied with organized activities, local events and diversity of attractions. The overall impression of respondents regarding their stay at the rural destinations in Serbia was quite positive, which will undoubtedly encourage them to revisit those destinations as well as to recommend them to their friends.

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