Marija Milovan Bratić

DOI Number
First page
Last page


Rural tourism is one of the alternative forms of tourism attracting an increasing number of tourists. Serbia has great potential for the development of rural tourism, which has not been properly activated. To better understand the attitude of tourists towards rural tourism, an online questionnaire has been made. Based on the answers, we made clusters and market segmentation. The questionnaire contains 18 psychographic variables (travel philosophy, travel motive and personal values) towards rural tourism. The survey covered 300 examinees. Using the Categorical analysis of the main components (CatPCA), the segmentation of the tourists has been made. Three segments of tourists have been formed according to their similar attitudes towards rural tourism. With the Mann Whitney U test, the attitudes of male and female examinees have been compared. The Kruskal-Wallis test has been used to show the connection between the motives of spending holidays in the rural areas, and the distance of the rural destination, as well as the attractiveness of the rural tourism to certain age categories. A typology of tourists in rural tourism is proposed, to assist managers involved in rural tourism to understand the needs of different target groups and apply appropriate strategies and management.


rural tourism, typology of tourists, agri-tourism, motivation, Serbia, market segmentation.

Full Text:



Almeida M. M. A., Correia A., & Pimpao A. (2014). Segmentation by benefits sought: the case study of rural tourism in Madeira. Current issues in Tourism. 17 (9), pp 813-831,

Araujo Pereira, G., & Gosling, M. (2019). Push and pull motivation of Brazilian travel lovers. Brazilian Business Review. 16 (1), 63-86,

Bel, F., Lacroix, A., Lyser. S., Rambonilaza, T., & Turpin. N. (2015). Domestic demand for tourism in rural areas: Insights for summer stay in three French regions. Tourism management, 46, 562-570,

Borto, G. (2002). Rural Tourism in Romania – Characteristics ande trends. Tourism, Journal of Department of Geography, Tourism and Hotel Management, Faculty of Sciences. Vol. 6, pp. 111-113.

Briedenhann, J., & Wickens, E. (2004). Tourism routes as a tool for the economic development of rural areas—vibrant hope or impossible dream?, Tourism management, 25, pp 71-79,

Caber, M., & Albayrak, T. (2016). Push or pull? Identifying rock climbing tourists’ motivations. Tourism Management 55 (2016): 74 -84,

Chen, L. J., & Chen, W. P. (2015). Push‐pull factors in international birders' travel. Tourism Management, 48, 416– 425,

Chingombe, W., & Taru, P. (2018). Rural geotourism as an option for development in Phuthaditjhaba: Golden Gate National Park area, South Africa. African Journal of Hospitality, Tourism and Leisure, vol. 7 (1), art. No 10

Cohen, E. (1972). Toward a sociology of international tourism. Social research, Vol. 39 (1), 164-182

Crompton, J.L. (1997). Motives of visitors attending of festival events. Annals of tourism research, 24, 425-39

Dernoi, I. (1991). About rural and farm tourism. Tourism recreation research.16(1), pp 3-6

Edmunds M. (1999). Rural tourism in Europe. Traveland Tourism Analyst, 6, 37–50

Erdelji, I., Gagić, S., Jovičić, A., & Medić, S. (2013). Development of Rural Tourism in Serbia ,Journal of Settlements and Spatial Planning, No. 2, 309-315

Gašić, M., Ivanović, V., & Komadina, V. (2014). Razvoj ruralnog turizma u Evropskoj Uniji, Visoka poslovna škola strukovnih studija, časopis “BizInfo”, Blace

Gannon, A. (1994). Rural tourism as a factor in rural community economic development for economies in transition. Journal of Sustainable Tourism, 2, 51–59,

Getz, D., & Brown, G. (2006). Critical success factors for wine tourism regions: A demand analysis. Tourism Management, 27( 1), 146– 158,

Gnoth, J. (1997). Tourism motivation and expectation formation. Annals of tourism research, 24(2), 283-304,

Gupta, R.M., & Dutta, B.P. (2017). Tourism development, environmental pollution and economic growth: A theoretical analysis. The journal of international trade & economic development, 27 (2), pp. 125-144,

Hall D. (2004). Rural tourism development in southeastern Europe: Transition and search for sustainability, International journal of tourism research, 6, 165-176,

Halkier H., Muller K.D., Goncharova A.N., Kiriyanova L., Kolupanova A.I., Yumatov V.K., & Yakimova S.N. (2019). Destination development in Western Siberia: tourism governance and evolutionary economic geography. Tourism geographies. Vol 21,2, 261-283,

Kastenholz E., Carneiro J.M., & Eusebio C. (2018). Diverse socializing patterns in rural tourist experiences – a segmentation analysis. Current issues in tourism. 21 (4), pp 401-421,

Kim, S.S., Lee, C., & Klenosky, D.B. (2003). The influence of push and pull factors at Korean national parks. Tourism management, 24 (2), 169-180,

Živković, Lj., Jovanović, S., & Đorđević, I. (2016). Seoski turizam kao komponenta revitalizacije ruralnog područja negotinske opštine. Univerzitet u Beogradu – Geografski fakultet, Beograd

Keane M. (1993). Rural tourism-the passport to development? In Rural Development in Ireland: Challenge for the 1990s, Murray M, Greer J (eds). Avebury: Aldershot; 113-125

Kim, S., & Lee, C. (2002). Push and pull relationships. Annals of Tourism Research, 29(1), 257–260, PII: S0160-7383(01)00043-3

Li, X. R., Meng, F., Uysal, M., & Mihalik, B. (2013). Understanding China's long‐haul outbound travel market: An overlapped segmentation approach. Journal of Business Research, 66( 6), 786– 793,

Mamdy P. (1995). Agritourisme, levier de developpement local. In Agritourisme et developpement local,ENITA (ed). Ecole nationale d'ingenieurs destraveaux agricoles: Lempdes; 41-46

Muheim J-F. (1995). La contribution du tourisme audeveloppement rural. In Agritourisme et developpement local, ENITA (ed). Ecole nationale d'ingenieurs des traveaux agricoles: Lempdes; 47-50.

Park, D.B., & Yoon, Y.S. (2009). Segmentation by motivation in rural tourism: A Korean case study. Tourism management, 30, 99-108,

Park, D.B., & Yoon, Y.S. (2010). Developing sustainable rural tourism evaluation indicators. International journal of tourism research, Vol. 13 (V), 401-414,

Paniagua, A. (2002). Urban-rural migration, tourism entrepreneurs and rural restructuring in Spain. Tourism geographies. Vol 4, 4, 349-371,

Pena I.P.A., Olmo C.J., Jamilena M.F.D., & Molina A.R.M. (2015). Market orientation adoption among rural tourism enterprises: the effect of the location and characteristic of the firm. International journal of tourism research, Vol. 17 (I), 54-65,

Pina, I.P.A, & Delfa, M.T.D. (2005). Rural tourism demand by tipe of accommodation. Tourisma management, 26, 951-959,

Prayag, G., & Hosany, S. (2014). When Middle East meets West: Understanding the motives and perceptions of young tourists from United Arab Emirates. Tourism Management, 40, 35– 45,

Prayag, G., & Ryan, C. (2011). The relationship between the ‘push’ and ‘pull’ factors of a tourist destination: The role of nationality—an analytical qualitative research approach. Current Issues in Tourism, 14( 2), 121– 143,

Rid, W., Ezeuduji, O.I., & Probstl-Haider, U. (2014). Segmentation by motivation for rural tourism activities in The Gambia, Tourism management, 40, 102-116,

Roberts L, & Hall D. (2001). Rural Tourism and Recreation: Principles to Practice, CABI Publishing: Wallingford.

Smith A. (1997). Europe, secteurs economiques et developpement rural. Economie Rurale 238: 9-13.

Svetozarević, I. (2013). Vodič za ruralni turizam, Regionalna agencija za razvoj Istočne Srbije, Zaječar

Skuras, D., Petrou, A., & Clark. G. (2007). Demand for rural tourism: the effect of quality and information, AGRICULTURAL ECONOMICS, 35, 2, 183 – 192,

Todorović, M., & Bjeljac, Ž. (2009). Rural tourism in Serbia as concept of development in underdeveloped regions. Acta geographica Slovenica, 49 (2), 453-473,

Tomić, S., Leković, T., & Tadić, J. (2019). Consumer behaviour: the influence of age and family structure on the choice of activities in a tourist destination. . Economic Research-Ekonomska Istraživanja. Vol. 32, No. 1, 755–771,

Čomić, Đ., Jović, G., & Popović, I. (2008). Osnove turizma. Filozofski fakultet univerzitet u istočnom Sarajevu, Pale

Yague, R. M. (2002). Rural tourism in Spain. Annals of Tourism, Research, 29, 1101–1110,

Valde´s, L., & Del Valle, E. (2003). El turismo rural en Espana. In:Curso Avanzado de Turismo en Areas Rurales: Estrategias y Promocion. Instituto Agronomico Mediterraneo de Zaragoza.

Yazdi, K.S. (2019). Structural breaks, international tourism development and economic growth. Economic Research-Ekonomska Istraživanja. Vol. 32, No. 1, 1765–1776,

Zolfani, H.S., Sedaghat, M., Maknoon, R., & Zavadskas, K.E. (2015). Sustainable tourism: a comprehensive literature review onframeworks and applications.Economic Research-Ekonomska Istraživanja. Vol. 28, No. 1, 1–30,



  • There are currently no refbacks.

© University of Niš, Serbia
Creative Commons licence CC BY-NC-ND
Print ISSN: 0353-7919
Online ISSN: 1820-7804