Farmers’ Attitudes Towards the Diversification of Agricultural Sustainable Production in Tourism in Vojvodina Province (Republic of Serbia)

Maja Paunić, Dragan Tešanović, Vesna Vujasinović (), Jasmina Lazarević, Snježana Gagić Jaraković, Miloš Ćirić, Gordana Vulić and Sreto Aleksić
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Maja Paunić: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
Dragan Tešanović: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
Vesna Vujasinović: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
Jasmina Lazarević: Institute of Food Technology, University of Novi Sad, 21000 Novi Sad, Serbia
Snježana Gagić Jaraković: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
Miloš Ćirić: Academy of Applied Studies Belgrade, Department College of Hotel Management, 11000 Belgrade, Serbia
Gordana Vulić: College of Management Bled, 4260 Bled, Slovenia
Sreto Aleksić: Faculty of Management, Sremski Karlovci, Union—Nikola Tesla University, 11000 Belgrade, Serbia

Agriculture, 2025, vol. 15, issue 17, 1-22

Abstract: This manuscript investigates the key factors driving the diversification of agricultural production towards tourism and analyzes the impact of economic business aspects and farmers’ identity on this process. The study involved 420 farm owners from the Autonomous Province of Vojvodina. Factor analysis identified four main factors: motivation, resources, market conditions, and accessibility. Results show that the average monthly income of farmers is €1350, and they recognize diversification potential as a tool to improve the economic performance of their farms. However, the prevailing traditional farmer identity limits this process. This study provides insights into farmers’ attitudes towards sustainable agricultural diversification into tourism within the context of a developing country.

Keywords: diversification; agriculture; tourism; developing country (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2025
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