The positioning strategy of rural tourism on Stara Planina

Abstract

In the last two decades, Serbian tourism was quite out of the global trends, which is reflected in the results of tourism activities. However, due to dramatic changes in supply and demand on the global tourism market, there is a call for an improvement in Serbian tourism offer, which is achievable, especially in the areas where there are basic products and where it is possible to evaluate the tourist offer. Wishing to attract more tourists and generate additional income of the local population, and further foster the economic development and improvement of living standards in rural communities in the area of Stara Planina and the whole Eastern Serbia, the aim of this paper is to point to possible positioning strategies of rural tourism on Stara Planina.

Keywords

• Tourism, rural environment, strategy, positioning, destination