Management model for increase competitiveness of rural tourist destination in the Republic of Serbia

Konkurentnost ruralnih turističkih destinacija je složen fenomen, jer podrazumeva ekonomsku, socijalnu, političku, kulturnu, tehnološku i prirodnu dimenziju. Zadatak menadžmenta ruralnih destinacija je da prati uticaje svih faktora iz okruženja i kontinuirano radi na unapređenju turističke ponude u cilju privlačenja većeg broja turista. Očuvana priroda ruralnih područja sa bogatim antropogenim nasleđem predstavlja posebnu atrakciju za ljude iz visoko urbanizovanih gradskih sredina. Kako bi ove atraktivnosti bile dostupne posetiocima, odnosno turistima koji žele da svoje slobodno vreme i odmor provedu u njima u poslednje četiri decenije intenziviran je razvoj ruralnog turizma. Ruralni turizam u velikoj meri može unaprediti ekonomski, socijalni, kulturni, politički, funkcionalni karakter ruralnih područja koja su opterećena problemima vezanim za populacionu politiku, smanjenje makroekonomskih pokazatelja, infrastrukturne probleme, itd. Razvoj ruralnog turizma zastupljen je u svim zemljama Evrope, Severnoj Americi, Rusiji, Australiji i dr. Razvoj ruralnog turizma u Srbiji u pojedinim regionima ima različite forme, karakter i intenzitet. Determinante su određene prirodno- geografskim karakteristikama područja, antropogenim nasleđem, stepenom društveno- ekonomskog razvoja, nivoom razvoja svesti lokalnog stanovništva o prednostima bavljenja ruralnim turizmom, i sl. Karakteistika razvoja ruralnog turizma je da u velikoj meri može da naruši ambijent ruralnog prostora, dok je sa druge strane sam koncept baziran na interesu turista za očuvanim prirodnim i antropogenim vrednostima seoskih sredina koje ih animiraju za posetu i boravak. Iz tog razloga koncept održivosti predstavlja osnovu za razvoj i uslov sticanja konkurentske prednosti. Polazeći od teorijskih i praktičnih aspekata razvoja ruralnog turizma u radu su analizirani faktori koji utiču na proces upravljanja ruralnim turističkim destinacijama u Srbiji sa ciljem unapređenja njihove konkurentnosti. Pored toga, na osnovu analize ograničenja koja postoje u razvoju ruralnog turizma, u radu su predložene konceptualne mere za unapređenje upravljanja ruralnim turističkim destinacijama. Hipoteze od kojih se u radu polazi odnose se na analizu uticaja kvaliteta ponude ruralnih turističkih destinacija u Srbiji na turističku tražnju, analizu međuzavisnosti između kvaliteta ponude i tražnje, ekološke očuvanosti i tražnje, konkurentnosti ruralnih destinacija i izbora turista, kao i uticaja mera državne politike i institucionalnih mehanizama na razvoj ruralnih destinacija. Na bazi rezultata empirijskog istraživanja ukazano je na aktuelne probleme u razvoju ruralnog turizma u Srbiji, sugerisani su strateški pravci razvoja i kreiran je upravljački model za povećanje konkurentnosti ruralnih turističkih destinacija u Srbiji.The competitiveness of rural tourist destinations is a complex phenomenon, because it involves economic, social, political, cultural, technological and natural dimension. Management of rural destinations has task to keep track of impacts from environment and constantly working to improve the tourism offer in order to attract more visitors/tourists. The preserved nature of rural areas with a rich anthropogenic heritage represents a special attraction for people from highly urbanized areas. To make this attraction available for visitors ie. tourists who want to spend their free time and vacations in that kind of tourist destination, in last four decades has been intensifying development of rural tourism. Rural tourism can significantly improve the economic, social, cultural, political, functional character of rural areas which are burdened by issues related to population policy, reducing macroeconomic indicators, infrastructure problems, etc. The development of rural tourism nowadays is present in all European countries, North America, Russia, Australia and others. The development of rural tourism in Serbia in certain regions has different forms, character and intensity. Determinants is specified by natural-geographical characteristics of the area, anthropogenic heritage, socio-economic development, the level of awareness of local people about the benefits which can bring implementation rural tourism, etc. Characteristic of rural tourism development is that it can jeopardise environment of rural areas in a large extent, while on the other hand, the concept is based on tourist interests for preserved natural and anthropogenic values of rural communities that animate them for visit and staying. For this reason, the concept of sustainability is the basis for development and condition for gaining competitive advantage. Starting from the theoretical and practical aspects of the development rural tourism, this paper analyzes the factors that have influence on the process of managing rural tourist destinations in Serbia with the aim of improve their competitiveness. In addition, based on the analysis of the limitations that exist in the development of rural tourism, the disertation proposed conceptual measures to improve management of rural tourist destinations. Hypothesis on which the paper is based relate to analysis of the impact of the quality of supply of rural tourism destinations in Serbia on tourism demand, analysis of interdependence between the quality of supply and demand, environmental conservation and demand, the competitiveness of rural destinations and the choice of tourists, as well as the impact of state policy measures and institutional mechanisms for the development of rural destinations. Based on the results of empirical research dissertation points to the current problems in the development of rural tourism in Serbia, suggested the strategic directions for development and created a management model to increase the competitiveness of rural tourist destinations in Serbia