DIGITAL AGRICULTURE AND SMART RURAL TOURISM: SYNERGIES FOR SUSTAINABLE DEVELOP

This paper investigates stakeholder perceptions of the role of digital technologies in linking agriculture and rural tourism in the Fruška Gora region of Serbia. A total of 304 respondents were surveyed, including farmers, rural tourism stakeholders, local government representatives/DMOs, and visitors. Using a five-point Likert scale, the study assessed attitudes toward the impact of digitalization on tourism development, economic diversification, barriers to adoption, authenticity, and success factors. Descriptive analysis revealed generally positive perceptions, with local government representatives consistently displaying the strongest agreement, particularly regarding tourism development and institutional support. ANOVA confirmed significant differences between groups for two constructs, supporting the hypothesis that institutional actors are more optimistic than farmers, tourism providers, and visitors. The findings highlight the importance of cross-sector collaboration, investment in digital skills and infrastructure, and policies that bridge perceptual gaps among stakeholders, offering practical insights for sustainable rural development.

KEYWORDS / KLJUČNE REČI: 

Digitalization, agriculture, rural tourism, stakeholder perceptions, Fruška Gora, sustainable development

ACKNOWLEDGEMENT / PROJEKAT:

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