The Appeal of Rural Hospitality in Serbia and Italy: Understanding Tourist Motivations and Key Indicators of Success in Sustainable Rural Tourism

Abstract

Rural tourism is growing as travelers seek authentic experiences with local traditions, culture, and heritage. This form of tourism plays a key role in the sustainable development of rural areas by effectively utilizing rural resources. To ensure its continued success, best practices must be adopted to enhance the visitor experience while ensuring long-term viability. Research on rural tourism in the villages of Sremski Karlovci, Irig, and Vrdnik in Fruška Gora (Serbia) and Pienza, Montalcino, and San Gimignano in Tuscany (Italy), involving 357 tourists, identified four key factors influencing their experiences: ‘Organic Heritage’, ‘Authentic Comfort’, ‘Authentic Flavors’, and ‘Warm Farmstead’. These factors show that the motivations driving tourists to rural destinations and village accommodations are universal. However, Tuscan villages attract more tourists due to their superior infrastructure, diversified offerings, and strong international promotion, attracting wealthier tourists who tend to stay longer and spend more. Stakeholder research (58 participants) confirmed that Fruška Gora must improve infrastructure, diversify experiences, and strengthen promotional efforts to enhance sustainability and competitiveness. These changes are essential for the long-term success of rural tourism businesses in the future.