GREEN MARKETING AS A FACTOR OF SUSTAINABLE RURAL TOURISM IN THE ĐURĐEVIĆA TARA NATIONAL PARK
This paper examines the role of green marketing in developing sustainable rural tourism, with Đurđevića Tara National Park as a case study. The aim was to assess how tourism stakeholders apply green marketing principles and how tourists perceive ecological aspects of the destination. The research i...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Naučno društvo agrarnih ekonomista Balkana, Beograd; Institut za ekonomiku poljoprivrede, Beograd i Akademija ekonomskih nauka, Bukurešt
2025-06-01
|
| Series: | Ekonomika Poljoprivrede (1979) |
| Subjects: | |
| Online Access: | https://www.ea.bg.ac.rs/index.php/EA/article/view/2479 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1849689579906400256 |
|---|---|
| author | Bojana Ostojić Dejan Sekulić Andrej Mićović |
| author_facet | Bojana Ostojić Dejan Sekulić Andrej Mićović |
| author_sort | Bojana Ostojić |
| collection | DOAJ |
| description |
This paper examines the role of green marketing in developing sustainable rural tourism, with Đurđevića Tara National Park as a case study. The aim was to assess how tourism stakeholders apply green marketing principles and how tourists perceive ecological aspects of the destination. The research identified two related but distinct dimensions linking perceptions of green marketing with sustainable rural development. Correlation and regression analyses confirmed statistically significant positive relationships between these variables. Key sustainability factors include cooperation with the local community and the use of renewable energy. A moderating effect of tourists’ origin was observed: domestic tourists value education and nature preservation more, while international visitors prioritize economic and social benefits. These insights emphasize the need for an integrated approach to planning and the importance of adapting strategies to different visitor profiles to achieve long-term sustainability.
|
| format | Article |
| id | doaj-art-0bf3f5497ac24c908fe2fdc7582fd228 |
| institution | DOAJ |
| issn | 0352-3462 2334-8453 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | Naučno društvo agrarnih ekonomista Balkana, Beograd; Institut za ekonomiku poljoprivrede, Beograd i Akademija ekonomskih nauka, Bukurešt |
| record_format | Article |
| series | Ekonomika Poljoprivrede (1979) |
| spelling | doaj-art-0bf3f5497ac24c908fe2fdc7582fd2282025-08-20T03:21:34ZengNaučno društvo agrarnih ekonomista Balkana, Beograd; Institut za ekonomiku poljoprivrede, Beograd i Akademija ekonomskih nauka, BukureštEkonomika Poljoprivrede (1979)0352-34622334-84532025-06-0172210.59267/ekoPolj2502645OGREEN MARKETING AS A FACTOR OF SUSTAINABLE RURAL TOURISM IN THE ĐURĐEVIĆA TARA NATIONAL PARKBojana Ostojić0Dejan Sekulić1Andrej Mićović2Faculty of Project Management (PMC), Bozidara Jankovica Street 14, 11000 Belgrade, SerbiaUniversity of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Vojvodjanska Street 5A, 36210 Vrnjačka Banja, SerbiaFaculty of Hotel Management and Tourism in Vrnjačka Banja, University of Kragujevac, Vojvođanska Street 5a, 36210 Vrnjačka Banja, Serbia This paper examines the role of green marketing in developing sustainable rural tourism, with Đurđevića Tara National Park as a case study. The aim was to assess how tourism stakeholders apply green marketing principles and how tourists perceive ecological aspects of the destination. The research identified two related but distinct dimensions linking perceptions of green marketing with sustainable rural development. Correlation and regression analyses confirmed statistically significant positive relationships between these variables. Key sustainability factors include cooperation with the local community and the use of renewable energy. A moderating effect of tourists’ origin was observed: domestic tourists value education and nature preservation more, while international visitors prioritize economic and social benefits. These insights emphasize the need for an integrated approach to planning and the importance of adapting strategies to different visitor profiles to achieve long-term sustainability. https://www.ea.bg.ac.rs/index.php/EA/article/view/2479Green marketingsustainable tourismrural developmentĐurđevića Tara National Parktourist perception |
| spellingShingle | Bojana Ostojić Dejan Sekulić Andrej Mićović GREEN MARKETING AS A FACTOR OF SUSTAINABLE RURAL TOURISM IN THE ĐURĐEVIĆA TARA NATIONAL PARK Ekonomika Poljoprivrede (1979) Green marketing sustainable tourism rural development Đurđevića Tara National Park tourist perception |
| title | GREEN MARKETING AS A FACTOR OF SUSTAINABLE RURAL TOURISM IN THE ĐURĐEVIĆA TARA NATIONAL PARK |
| title_full | GREEN MARKETING AS A FACTOR OF SUSTAINABLE RURAL TOURISM IN THE ĐURĐEVIĆA TARA NATIONAL PARK |
| title_fullStr | GREEN MARKETING AS A FACTOR OF SUSTAINABLE RURAL TOURISM IN THE ĐURĐEVIĆA TARA NATIONAL PARK |
| title_full_unstemmed | GREEN MARKETING AS A FACTOR OF SUSTAINABLE RURAL TOURISM IN THE ĐURĐEVIĆA TARA NATIONAL PARK |
| title_short | GREEN MARKETING AS A FACTOR OF SUSTAINABLE RURAL TOURISM IN THE ĐURĐEVIĆA TARA NATIONAL PARK |
| title_sort | green marketing as a factor of sustainable rural tourism in the durdevica tara national park |
| topic | Green marketing sustainable tourism rural development Đurđevića Tara National Park tourist perception |
| url | https://www.ea.bg.ac.rs/index.php/EA/article/view/2479 |
| work_keys_str_mv | AT bojanaostojic greenmarketingasafactorofsustainableruraltourismintheđurđevicataranationalpark AT dejansekulic greenmarketingasafactorofsustainableruraltourismintheđurđevicataranationalpark AT andrejmicovic greenmarketingasafactorofsustainableruraltourismintheđurđevicataranationalpark |