CULTURAL AND ETHNO MANIFESTATIONS IN THE FUNCTION OF THE DEVELOPMENT OF RURAL TOURISM IN THE REGION OF WESTERN SERBIA

The aim of this paper is to present the role of cultural and ethno manifestations in the development of rural tourism in Western Serbia, with an analysis of their effects, challenges, and opportunities for improvement. Through the analysis of quantitative and qualitative aspects of the role of cultural and ethno manifestations in Western Serbia, the paper explores their economic effects and impact on the local economy, with the goal of proposing practical managerial and marketing measures for enhancing the sustainable development of ethno manifestations in rural areas. The research results indicate that ethno manifestations are an important instrument in the protection and preservation of culture and, in practice, have a strong impact on the effective promotion, afirmation, and enrichment of the tourism product of Western Serbia, as well as on stimulating increased employment and competitiveness. The findings also emphasize the necessity of investing in infrastructure, professional management, and the improvement of marketing activities, promotion, and branding of ethno manifestations in Western Serbia. In this way, a stable foundation would be created for the long-term development of rural tourism in the region, while preserving cultural identity and improving the economy and quality of life of the local population.

KEYWORDS / КЉУЧНЕ РЕЧИ: 

Ethno manifestations, rural tourism, marketing, Western Serbia

ACKNOWLEDGEMENT / ПРОЈЕКАТ:

Research was funded by the Ministry of Science, Technological Development and Innovation of the Republic of Serbia, grant 451-03-136/2025-03/200009 from 4^th February 2025.

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