VI international scientific conference Sustainable agriculture and rural development, 11-12. 12. 2025, Belgrade [pp. 723-730]
AUTHOR(S) / AUTOR(I): Drago Cvijanović 
, Bojana Ostojić , Goran Maksimović
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DOI: https://doi.org/10.46793/zbIEP25.723C
ABSTRACT / SAŽETAK:
The aim of this research was to analyze the application of digital marketing in the development of rural tourism and the promotion of gastronomic events in the Rasina District. The study was conducted during 2025 and involved 153 respondents, including local entrepreneurs, event organizers, and participants from the tourism sector. The results indicate that most local actors have not yet fully developed digital marketing strategies, while awareness of the importance of digital tools varies, highlighting a significant need for education and support. Respondents emphasized the high potential of digital campaigns, particularly through the use of video content and collaboration with influencers, to increase attendance and promote events. Moreover, the majority believe that additional training in digital marketing significantly contributes to the improvement of business performance and the visibility of tourist events. These findings underscore the need for a strategic approach, sector coordination, and continuous investment in digital competencies to enhance the competitiveness and recognition of the destination.
KEYWORDS / KLJUČNE REČI:
Digital marketing, rural tourism, gastronomy, tourist events
ACKNOWLEDGEMENT / PROJEKAT:
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