The Appeal of Rural Hospitality in Serbia and Italy: Understanding Tourist Motivations and Key Indicators of Success in Sustainable Rural Tourism

Aleksandra Vujko, Drago Cvijanović, Hamid El Bilali () and Sinisa Berjan
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Aleksandra Vujko: Faculty of Tourism and Hospitality Management, Singidunum University, Danijelova No. 32, 11000 Belgrade, Serbia
Drago Cvijanović: Faculty of Hotel Management and Tourism in Vrnjačka Banja, University of Kragujevac, Vojvođanska 5a, 36210 Vrnjačka Banja, Serbia
Hamid El Bilali: International Centre for Advanced Mediterranean Agronomic Studies, Mediterranean Agronomic Institute of Bari (CIHEAM-Bari), Via Ceglie 9, 70010 Valenzano, Italy
Sinisa Berjan: Faculty of Agriculture, University of East Sarajevo, Vuka Karadžića 30, Lukavica, 71126 East Sarajevo, Bosnia and Herzegovina

Tourism and Hospitality, 2025, vol. 6, issue 2, 1-23

Abstract: Rural tourism is growing as travelers seek authentic experiences with local traditions, culture, and heritage. This form of tourism plays a key role in the sustainable development of rural areas by effectively utilizing rural resources. To ensure its continued success, best practices must be adopted to enhance the visitor experience while ensuring long-term viability. Research on rural tourism in the villages of Sremski Karlovci, Irig, and Vrdnik in Fruška Gora (Serbia) and Pienza, Montalcino, and San Gimignano in Tuscany (Italy), involving 357 tourists, identified four key factors influencing their experiences: ‘Organic Heritage’, ‘Authentic Comfort’, ‘Authentic Flavors’, and ‘Warm Farmstead’. These factors show that the motivations driving tourists to rural destinations and village accommodations are universal. However, Tuscan villages attract more tourists due to their superior infrastructure, diversified offerings, and strong international promotion, attracting wealthier tourists who tend to stay longer and spend more. Stakeholder research (58 participants) confirmed that Fruška Gora must improve infrastructure, diversify experiences, and strengthen promotional efforts to enhance sustainability and competitiveness. These changes are essential for the long-term success of rural tourism businesses in the future.

Keywords: rural tourism; agritourism; sustainability; rural hospitality; rural heritage; farmstead; Fruška Gora; Serbia; Tuscany; Italy (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2025
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