IDEAS home Printed from https://ideas.repec.org/a/gam/jlands/v12y2023i3p624-d1088911.html
   My bibliography  Save this article

Pandemic Boosts Prospects for Recovery of Rural Tourism in Serbia

Author

Listed:
  • Tamara Gajić

    (Geographical Institute “Jovan Cvijić” SASA, 11000 Belgrade, Serbia
    Institute of Sports, Tourism and Service, South Ural State University, 454080 Chelyabinsk, Russia
    Faculty of Hotel Management and Tourism, University of Kragujevac, 36210 Vrnjačka Banja, Serbia)

  • Filip Đoković

    (College of Organizational Studies—EDUKA, 11000 Belgrade, Serbia)

  • Ivana Blešić

    (Institute of Sports, Tourism and Service, South Ural State University, 454080 Chelyabinsk, Russia
    Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia)

  • Marko D. Petrović

    (Geographical Institute “Jovan Cvijić” SASA, 11000 Belgrade, Serbia
    Institute of Sports, Tourism and Service, South Ural State University, 454080 Chelyabinsk, Russia)

  • Milan M. Radovanović

    (Geographical Institute “Jovan Cvijić” SASA, 11000 Belgrade, Serbia
    Institute of Sports, Tourism and Service, South Ural State University, 454080 Chelyabinsk, Russia)

  • Dragan Vukolić

    (Faculty of Hotel Management and Tourism, University of Kragujevac, 36210 Vrnjačka Banja, Serbia
    Faculty of Tourism and Hotel Management, University of Business Studies, 78000 Banja Luka, Bosnia and Herzegovina)

  • Marija Mandarić

    (Faculty of Hotel Management and Tourism, University of Kragujevac, 36210 Vrnjačka Banja, Serbia)

  • Goran Dašić

    (Modern Business School, 11000 Belgrade, Serbia)

  • Julia A. Syromiatnikova

    (Institute of Sports, Tourism and Service, South Ural State University, 454080 Chelyabinsk, Russia)

  • Andrej Mićović

    (Faculty of Hotel Management and Tourism, University of Kragujevac, 36210 Vrnjačka Banja, Serbia)

Abstract

Rural tourism in Serbia had its chance to shine with the advent of the COVID-19 pandemic. The aim of this study was to determine to what extent the quality of rural service can contribute to improving rural tourism, and predictions for the continuation of the trend in terms of increasing the number of overnight stays in rural households. The obtained results show a small number of services in the sector could be improved, but that all elements except price value can influence the future development of rural tourism and that the number of overnight stays is expected to continue to grow. The importance and innovativeness of the research is reflected in the specific methodology that was applied, and the results complement those of previous research. It has been shown that villages in Serbia can create a barrier against COVID-19 through tourism.

Suggested Citation

  • Tamara Gajić & Filip Đoković & Ivana Blešić & Marko D. Petrović & Milan M. Radovanović & Dragan Vukolić & Marija Mandarić & Goran Dašić & Julia A. Syromiatnikova & Andrej Mićović, 2023. "Pandemic Boosts Prospects for Recovery of Rural Tourism in Serbia," Land, MDPI, vol. 12(3), pages 1-20, March.
    • Handle: RePEc:gam:jlands:v:12:y:2023:i:3:p:624-:d:1088911
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2073-445X/12/3/624/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2073-445X/12/3/624/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Cró, Susana & Martins, António Miguel, 2017. "Structural breaks in international tourism demand: Are they caused by crises or disasters?," Tourism Management, Elsevier, vol. 63(C), pages 3-9.
    2. Zahir Osman & Ilham Sentosa, 2013. "Mediating Effect of Customer Satisfaction on Service Quality and Customer Loyalty Relationship in Malaysian Rural Tourism," International Journal of Economics, Business and Management Studies, Online Science Publishing, vol. 2(1), pages 25-37.
    3. Julia Wojciechowska-Solis & Magdalena Śmiglak-Krajewska & Domenico Viti, 2022. "Identification of the Quality Gaps in the Services Offered in Accommodation Facilities in Rural Areas: The Case of the Lublin Region," Sustainability, MDPI, vol. 14(24), pages 1-15, December.
    4. Suzana Markoviæ & Jelena Kljaiæ Šebrek, 2020. "Service Quality Measurement in Rural Tourism: Application of RURALQUAL Model," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 13(2), pages 215-227.
    5. Babakus, Emin & Boller, Gregory W., 1992. "An empirical assessment of the SERVQUAL scale," Journal of Business Research, Elsevier, vol. 24(3), pages 253-268, May.
    6. Kuan-Chieh Tseng & Hsiao-Hsien Lin & Jan-Wei Lin & I-Shen Chen & Chin-Hsien Hsu, 2021. "Under the COVID-19 Environment, Will Tourism Decision Making, Environmental Risks, and Epidemic Prevention Attitudes Affect the People’s Firm Belief in Participating in Leisure Tourism Activities?," IJERPH, MDPI, vol. 18(14), pages 1-20, July.
    7. Monica Maria Coros & Oana Ruxandra Bode & Emanuel-Emil Savan & Tudor Alexandru Ciucioiu, 2021. "Rural Tourism During The Covid-19 Pandemic:A Case Study From North-Western Transylvania," JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, Babes-Bolyai University, Faculty of Business.
    8. Suzana Markovic & Jelena Kljaic Šebrek, 2020. "Service Quality Measurement in Rural Tourism: Application of RURALQUAL Model," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 13(2), pages 215-227.
    9. Rosa Maria Fanelli & Luca Romagnoli, 2020. "Customer Satisfaction with Farmhouse Facilities and Its Implications for the Promotion of Agritourism Resources in Italian Municipalities," Sustainability, MDPI, vol. 12(5), pages 1-21, February.
    10. Jing Wang & Yi Wang & Yinchun He & Zhangxiang Zhu, 2022. "Exploring the Factors of Rural Tourism Recovery in the Post-COVID-19 Era Based on the Grounded Theory: A Case Study of Tianxi Village in Hunan Province, China," Sustainability, MDPI, vol. 14(9), pages 1-15, April.
    11. Hyunsuk Choi & Saehya Ann & Kwang-Woo Lee & Duk-Byeong Park, 2018. "Measuring Service Quality of Rural Accommodations," Sustainability, MDPI, vol. 10(2), pages 1-15, February.
    12. Milada Šťastná & Antonín Vaishar & Jiří Brychta & Kristýna Tuzová & Jan Zloch & Veronika Stodolová, 2020. "Cultural Tourism as a Driver of Rural Development. Case Study: Southern Moravia," Sustainability, MDPI, vol. 12(21), pages 1-16, October.
    13. Bo Zhou & Fang Qi & Muhammad Faraz Riaz & Tariq Ali, 2022. "An Analysis of the Factors behind Rural Residents’ Satisfaction with Residential Waste Management in Jiangxi, China," IJERPH, MDPI, vol. 19(21), pages 1-24, October.
    14. Giovanni Peira & Davide Longo & Francesca Pucciarelli & Alessandro Bonadonna, 2021. "Rural Tourism Destination: The Ligurian Farmers’ Perspective," Sustainability, MDPI, vol. 13(24), pages 1-15, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Marko D. Petrović & Ilija Milovanović & Tamara Gajić & Veronika N. Kholina & Miroslav Vujičić & Ivana Blešić & Filip Đoković & Milan M. Radovanović & Nina B. Ćurčić & Al Fauzi Rahmat & Karlygash Muzdy, 2023. "The Degree of Environmental Risk and Attractiveness as a Criterion for Visiting a Tourist Destination," Sustainability, MDPI, vol. 15(19), pages 1-20, September.
    2. Cosmin Alin Popescu & Tiberiu Iancu & Gabriela Popescu & Tabita Adamov & Ramona Ciolac, 2023. "The Impact of Agritourism Activity on the Rural Environment: Findings from an Authentic Agritourist Area—Bukovina, Romania," Sustainability, MDPI, vol. 15(13), pages 1-23, June.
    3. Bojan Đerčan & Dragica Gatarić & Milka Bubalo Živković & Marija Belij Radin & Danijela Vukoičić & Bojana Kalenjuk Pivarski & Tamara Lukić & Petar Vasić & Milena Nikolić & Miloš Lutovac & Milena Lutova, 2023. "Evaluating Farm Tourism Development for Sustainability: A Case Study of Farms in the Peri-Urban Area of Novi Sad (Serbia)," Sustainability, MDPI, vol. 15(17), pages 1-21, August.
    4. Kyuhyeon Joo & Heather M. Kim & Jinsoo Hwang, 2023. "A Study on the Experience Economy Examining a Robot Service in the Restaurant Industry Based on Demographic Characteristics," Sustainability, MDPI, vol. 15(14), pages 1-15, July.
    5. Rumei Qiu & Bin Wen & Yang Qiu, 2023. "The Coupling and Coordination Relationship between Leisure Tourism and Ecological Environment: The Case of Ili Region in Xinjiang Province," Sustainability, MDPI, vol. 15(16), pages 1-17, August.
    6. Blanca del Espino Hidalgo, 2023. "Heritage Designation and Urban Territorial Balance in Andalusia (Spain): An Approach towards Collaborative Methods in Rural Areas," Land, MDPI, vol. 12(5), pages 1-15, April.
    7. Moslem Ansarinasab & Sayed Saghaian, 2023. "Outbound, Inbound and Domestic Tourism in the Post-COVID-19 Era in OECD Countries," Sustainability, MDPI, vol. 15(12), pages 1-19, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Suzana Markoviæ & Jelena Kljaiæ Šebrek, 2020. "Service Quality Measurement in Rural Tourism: Application of RURALQUAL Model," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 13(2), pages 215-227.
    2. Suzana Markovic & Jelena Kljaic Šebrek, 2020. "Service Quality Measurement in Rural Tourism: Application of RURALQUAL Model," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 13(2), pages 215-227.
    3. Dora Isabel Rodrigues Ferreira & José-Manuel Sánchez-Martín, 2022. "Agricultural Landscapes as a Basis for Promoting Agritourism in Cross-Border Iberian Regions," Agriculture, MDPI, vol. 12(5), pages 1-35, May.
    4. Moriuchi, Emi & Takahashi, Ikuo, 2022. "The role of perceived value, trust and engagement in the C2C online secondary marketplace," Journal of Business Research, Elsevier, vol. 148(C), pages 76-88.
    5. Athanassopoulos, Antreas D., 2000. "Customer Satisfaction Cues To Support Market Segmentation and Explain Switching Behavior," Journal of Business Research, Elsevier, vol. 47(3), pages 191-207, March.
    6. Nugroho, Adi, 2021. "Study of Airport Service Quality and Profitability in Indonesia," OSF Preprints ah2ns, Center for Open Science.
    7. Landrum, Hollis & Prybutok, Victor R., 2004. "A service quality and success model for the information service industry," European Journal of Operational Research, Elsevier, vol. 156(3), pages 628-642, August.
    8. Muhammad Awan & Khalid Mahmood, 2013. "Development of a service quality model for academic libraries," Quality & Quantity: International Journal of Methodology, Springer, vol. 47(2), pages 1093-1103, February.
    9. Sang-June Park & Youjae Yi, 2016. "Performance-only measures vs. performance-expectation measures of service quality," The Service Industries Journal, Taylor & Francis Journals, vol. 36(15-16), pages 741-756, December.
    10. Cosmin Alin Popescu & Tiberiu Iancu & Gabriela Popescu & Tabita Adamov & Ramona Ciolac, 2023. "The Impact of Agritourism Activity on the Rural Environment: Findings from an Authentic Agritourist Area—Bukovina, Romania," Sustainability, MDPI, vol. 15(13), pages 1-23, June.
    11. Suzana Markovic & Sanja Raspor & Jelena Komšic, 2012. "Service Quality Measurement in Croatian Wellness Tourism: An Application of the SERVQUAL Scale," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 5(1), pages 47-58.
    12. Wioletta Knapik & Karol Król, 2023. "Inclusion of Vanishing Cultural Heritage in a Sustainable Rural Development Strategy–Prospects, Opportunities, Recommendations," Sustainability, MDPI, vol. 15(4), pages 1-21, February.
    13. Bojan Đerčan & Dragica Gatarić & Milka Bubalo Živković & Marija Belij Radin & Danijela Vukoičić & Bojana Kalenjuk Pivarski & Tamara Lukić & Petar Vasić & Milena Nikolić & Miloš Lutovac & Milena Lutova, 2023. "Evaluating Farm Tourism Development for Sustainability: A Case Study of Farms in the Peri-Urban Area of Novi Sad (Serbia)," Sustainability, MDPI, vol. 15(17), pages 1-21, August.
    14. Chandra Mahapatra, Subas & Bellamkonda, Raja Shekhar, 2023. "Higher expectations of passengers do really sense: Development and validation a multiple scale-FliQual for air transport service quality," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    15. Salah Eddine Sari Hassoun & Khayereddine Salim Adda & Asma Hadjira Sebbane, 2021. "Examining the connection among national tourism expenditure and economic growth in Algeria," Future Business Journal, Springer, vol. 7(1), pages 1-9, December.
    16. William Jen & Kai-Chieh Hu, 2003. "Application of perceived value model to identify factors affecting passengers' repurchase intentions on city bus: A case of the Taipei metropolitan area," Transportation, Springer, vol. 30(3), pages 307-327, August.
    17. Meesala, Appalayya & Paul, Justin, 2018. "Service quality, consumer satisfaction and loyalty in hospitals: Thinking for the future," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 261-269.
    18. Andrews A. Yalley & Gloria K. Q. Agyapong, 2017. "Measuring service quality in Ghana: a crossvergence cultural perspective," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 22(2), pages 43-53, June.
    19. Vasiliki V Daskalaki & Maria C Voutsa & Christina Boutsouki & Leonidas Hatzithomas, 2020. "Service quality, visitor satisfaction and future behavior in the museum sector," Post-Print hal-02440954, HAL.
    20. Thomas Streifeneder & Christian Hoffmann & Philipp Corradini, 2023. "The future of agritourism? A review of current trends of touristic commercialisation in rural areas," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 71(1), pages 93-119, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jlands:v:12:y:2023:i:3:p:624-:d:1088911. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.