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U N I V E R Z I T E T S I N G I D U N U M Department of Postgraduate Studies Master studies Role of rural tourism in sustainable development of Lower Danube Mentor: Student: Miloš Pešić prof. dr Jovan Popesku Index number: 405284 Belgrade, 2017. 1 ABSTRACT Sustainable development of the tourist destinations implies the ability of the tourist destinations to achieve competitiveness in the tourism market and at the same time manages to maintain the quality of their social, cultural and natural resources. Sustainable development of tourism means tourism development that meets the needs of tourist destinations, tourists and all stakeholders in the tourism industry, while preserving and increasing the potential of tourism resources. The subject of this paper is sustainable development of a tourist destination in the example of the Lower Danube. Lower Danube is certainly one of the most attractive tourist destinations in Serbia. This area offers a wide range of options for recreational activities, for the education about the beginnings of the past way of life, such as prehistoric cultures or historical architectural buildings in the picturesque, but also harsh environment. Keeping pace with the new trends of development, it is necessary to adjust and improve the strategic way of existing forms of tourist offer in the Lower Danube, and develop new products tailored to the needs of modern tourist demand. Keywords: rural tourism, sustainable development, tourism, Lower Danube, tourist destination. 2 CONTENT INTRODUCTION........................................................................................................ 5 THE SUBJECT AND THE IMPORTANCE OF RESEARCH ..................................................... 5 RESEARCH GOALS ....................................................................................................... 6 THE HYPOTHESIS OF THE RESEARCH ............................................................................ 6 METHODS OF RESEARCH ............................................................................................. 7 THE WORK STRUCTURE .............................................................................................. 7 1. TERM AND ASSUMPTIONS OF RURAL TOURISM ...................................... 8 1.1. DEFINING RURAL TOURISM ................................................................................... 8 1.2. ASSUMPTIONS FOR DEVELOPMENT OF RURAL TOURISM ...................................... 11 1.3. CHARACTERISTICS OF TOURISM DEMAND OF RURAL TOURISM ........................... 12 1.4. THE ECONOMIC EFFECTS OF RURAL TOURISM ..................................................... 15 2. SITUATION AND DEVELOPMENT OF RURAL TOURISM IN SERBIA .. 18 2.1. CHARACTERISTICS OF RURAL AREAS IN SERBIA ................................................. 18 2.2. RESOURCES AS A BASIS FOR THE DEVELOPMENT OF SERBIAS RURAL TOURISM .. 20 2.3. SITUATION IN RURAL TOURISM OF SERBIA ......................................................... 21 2.4. THE DISADVANTAGES AND LIMITATIONS OF RURAL TOURIST AREAS IN SERBIA . 22 2.5. SWOT ANALYSIS OF RURAL AREAS IN SERBIA ................................................... 25 3. STRATEGY AND PRIORITIES THAT INFLUENCE DEVELOPMENT OF SERBIAS RURAL TOURISM ............................................................................... 26 3.1. THE STRATEGIC PLAN FOR DEVELOPMENT OF RURAL TOURISM ......................... 26 3.2. POTENTIALS AND DISADVANTAGES OF RURAL TOURISM IN SERBIA .................... 27 3.3. POSITIONING OF SUSTAINABLE RURAL TOURISM IN SERBIA ................................ 28 3.4. FUTURE DIRECTIONS FOR DEVELOPMENT OF SERBIAS RURAL TOURISM ............. 30 3.5. THE IMPORTANCE OF MARKETING IN DEVELOPMENT OF RURAL TOURISM .......... 31 3.6. PLANNING AND MANAGEMENT OF RURAL TOURISM ........................................... 33 3.7. THE KEY PLAYERS FOR DEVELOPMENT OF RURAL TOURISM............................... 38 3.7.1. The role of national level management ...................................................... 39 3.7.2. The role of the local population ................................................................. 39 3.7.3. The role of non-governmental sector ......................................................... 41 3.7.4. Cooperation between levels of government ............................................... 46 3 4. CHARACTERISTICS OF AND IMPORTANCE OF SUSTAINABLE DEVELOPMENT OF TOURIST DESTINATION ................................................ 48 4.1. THE CONCEPT AND CHARACTERISTICS OF TOURISM DESTINATION ...................... 48 4.2. SUSTAINABLE TOURISM AS A NEW CONCEPT OF TOURISM ................................... 50 5. DEVELOPMENT AND CONDITION OF THE TOURIST DESTINATION OF THE LOWER DANUBE .................................................................................... 56 5.1. TOURIST REGION OF THE LOWER DANUBE ......................................................... 57 5.2. THE ATTRACTIVENESS OF A TOURIST DESTINATION OF THE LOWER DANUBE ..... 59 5.2.1. Natural values ............................................................................................ 60 5.2.2. Cultural values ........................................................................................... 60 5.3. ACCESSIBILITY TOURIST DESTINATION LOWER DANUBE.................................... 61 5.4. INSTITUTIONAL MANAGERIAL ASPECTS OF TOURISM .......................................... 62 5.5. OPTIONS TO IMPROVE TOURISM DESTINATION ON THE LOWER DANUBE AND SWOT ANALYSIS ...................................................................................................... 65 5.6. THE CURRENT AND POTENTIAL ROLE OF RURAL TOURISM IN THE DEVELOPMENT OF THE LOWER DANUBE REGION AS A TOURIST DESTINATION ................................... 70 6. SUSTAINABLE DEVELOPMENT OF TOURIST DESTINATIONS LOWER DANUBE REGION ................................................................................................... 78 6.1. PROBLEMS OF SUSTAINABLE DEVELOPMENT IN THE LOWER DANUBE REGION AND PLANS FOR SOLVING THEM ........................................................................................ 78 6.2. POSSIBILITIES OF DEVELOPMENT DIFFERENT TYPES OF SUPPLY AND NEW TOURISM PRODUCTS ................................................................................................................. 81 6.3. DJERDAP NATIONAL PARK AS THE BACKBONE OF THE LOWER DANUBE DESTINATION ............................................................................................................ 87 6.3.1. Priority actions for the development of Djerdap National Park ............... 90 6.3.2. Decorating and presentation of certain zones and localities .................... 91 6.4. MARKETING CONCEPT I STRATEGIC OF DEVELOPMEN OF THE LOWER DANUBE . 91 6.5. THE POSITIONING OF THE LOWER DANUBE TO THE TOURIST MARKET ................ 95 CONCLUSION ........................................................................................................ 102 LITERATURE ......................................................................................................... 105 4 INTRODUCTION The subject and the importance of research Tourist destination can be defined as a location that has a collection of attractions and adequate tourism services and facilities that tourist groups or individual tourists choose to visit or that the offer promotes, ie. as an area with a variety of natural features and attractions that attract visitors - tourists and visitors. The term of sustainability of a tourist destination means the ability of a tourist destination to be capable, at the same time to achieve competitiveness in the tourism market, and manages to maintain the quality of their social, cultural and natural resources. Sustainable development of tourism means tourism development that meets the requirements of tourist destinations, tourists as well as, all stakeholders in the tourism industry, while preserving and increasing the potential of tourism resources, and at the same time not compromising the possibility for future generations to acquire their own needs Sustainable tourism development should provide high level of tourist satisfaction, it should also provide the tourists with a meaningful experience, expanding their awareness of the issues of sustainability and improving the practice of sustainable tourism among the tourists. To become sustainable tourism should be given to multiple assessments and integrated planning. With the proper marking of tourism products, investment programs, management and marketing innovation in tourism products and development programs, each region can become a tourist destination. The subject of this paper is sustainable development of tourist destinations in the case of the Lower Danube. Tourist destination Lower Danube administratively includes the territory of five municipalities of Eastern Serbia: Negotin, Kladovo, Majdanpek, Golubac and Veliko Gradiste. Lower Danube is certainly one of the most attractive tourist destinations in Serbia. This area offers a wide range of options for recreational 5 activities, for education about the beginnings of the past way of life, such as prehistoric cultures or historical architectural buildings in the picturesque, but the harsh environment. Research goals The aim of this study is twofold, namely: • The scientific goal of the research is scientific and theoretical description of sustainable tourism as a new concept of tourism, with a focus on sustainable tourism destinations. It also aims to explore, describe, analyze