RURAL TOURISM IN THE REPUBLIC OF SERBIA AS A PARAMETER OF SUSTAINABILITY DURING AND AFTER THE PANDEMIC
RURAL TOURISM IN THE REPUBLIC OF SERBIA AS A PARAMETER OF SUSTAINABILITY DURING AND AFTER THE PANDEMIC

Summary/Abstract: Sustainable development has been incorporated into the discourse and practice of corporate social responsibility since the 1980s, and such a trend has accelerated in the past few years. Sustainable rural tourism is the best way to encourage tourism and promote local development. Sustainable rural tourism development implies that the local milieu has a certain level of participation and control over development processes, as the realization of opportunities and profit from that development, and in order to ensure optimal development, local communities must achieve competitiveness, on multiple levels, in the same time. This study explores the role of rural tourism in Serbia as a measure of sustainability during and after the COVID-19 pandemic. It analyzes the immediate impact of the pandemic on rural tourism, strategies employed for adaptation, and the sector's contributions to local livelihoods, cultural heritage, and environmental conservation. The research underscores rural tourism's potential to drive post-pandemic recovery and promote a more sustainable and resilient tourism industry in Serbia. This manuscript embodies a research initiative that aims to meticulously investigate the role of rural tourism in the Republic of Serbia, not merely as a reaction to the pandemic but as a pivotal force in guiding the country's long-term sustainability objectives.

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