Research Group for Management and Marketing in Tourism

September 24, 2026

Hospitality Research Team

September 25, 2026

Education and research in rural tourism

History of research:

Rural tourism has been included among the priorities of tourism development in Serbia. We are witnessing that rural areas, especially those at a greater distance from developed urban centers, are experiencing increasingly strong depopulation caused by economic insecurity and a lack of development actions. Rural tourism appears to be a suitable means of revitalizing abandoned rural areas and ensures their sustainability in the future through preserving jobs or creating new ones, increasing the diversity of occupations, preserving services, preserving landscapes and nature, or supporting the preservation of rural crafts as tourist attractions.
The lack of information and knowledge is one of the problems in the development of rural tourism. This growing branch of the Serbian tourism economy, in certain segments, does not satisfy elementary principles. Such tendencies could develop rural tourism in the wrong direction (poor service, inadequate presentation of resources, non-compliance with quality management principles, outdated methods of promotion, etc.).
The goal of forming this research group was to increase the quality of services in rural tourism, through education of all those interested in engaging in this form of tourism.
The main activities of the research group are organizing various education seminars in rural tourism, publishing scientific papers on rural tourism, organizing round tables and creative workshops.
The group primarily deals with research on the state and perspectives of rural tourism development in Vojvodina and Serbia, but also with studying the level of rural tourism development in countries in the closer and wider surroundings (Hungary, Slovenia, Croatia, Greece, Austria, etc.)

Activities:

  1. organizing scientific conferences;
  2. organizing education seminars in rural tourism, intended for employees in local self-government, tourist organizations, small entrepreneurs, farmers and tourist households in rural areas, as well as future entrepreneurs in rural tourism;
  3. providing expert assistance to all interested in services in rural tourism, in order to market the tourist product in the highest possible quality;
  4. drafting strategies for the development of rural tourism of specific tourist destinations, municipalities or regions;
  5. strengthening cooperation with other researchers and institutions dealing with rural tourism issues, with the aim of exchanging positive experiences and jointly applying for international projects;
  6. participation in creative workshops and round tables;
  7. publishing scientific papers.

Members of the research group:

  • PhD Lazar Lazić, Full Professor
  • PhD Vladimir Stojanović, Full Professor
  • PhD Anđelija Ivkov-Džigurski, Full Professor
  • PhD Kristina Košić, Full Professor
  • PhD Uglješa Stankov, Full Professor
  • PhD Igor Stamenković, Associate Professor
  • PhD Mirjana Penić, Research Associate
Contact:

Selected references and projects

  • Košić, K. (2012): Rural Tourism of Vojvodina, PMF, Department of Geography, Tourism and Hotel Management, Novi Sad, monograph.
  • Košić, K., Pivac, T., Ivkov-Džigurski, A., Stamenković, I. (2012): Key principles in development of sustainable rural tourism – case study of Vojvodina, Knowledge and business challenge of globalisation in 2012: Conference Proceedings of the 4th international scientific conference, Celje, 15th–16th November 2012, pp. 814-822 ISBN: 978-961-68-25-67-2
  • Anđelija Ivkov-Džigurski, Vedrana Babić, Aleksandra Dragin, Kristina Košić, Ivana Blešić (2012): The Mystery of Vlach Magic in the Rural Areas of 21st century Serbia, Eastern European Countryside. Volume 18, Issue , Pages 61–83, ISSN (Print) 1232-885.
  • Pantelić, M., Stankov, U. & Stojanovic, V.(2011): Tourism development of Mali Stapar as one of the possibilities for decreasing depopulation of west Backa district (Vojvodina, Serbia) Geographica Timisiensis 20 (2) 67-78.
  • Kristina Košić, Lazar Lazić, Vladimir Stojanović (2010): Application of contemporary marketing strategy in development of rural tourism destinations- Case study of Vojvodina, 20th Biennial International Congress "Tourism & Hospitality Industry 2010. – New Trends in Tourism and Hospitality Managment", University of Rijeka, Faculty of Tourism and Hospitality Managment in Opatija, Croatia.
  • Stamenković, I., Kicošev, S., Vujičić, M., Blešić, Ivana (2010): Developing cultural tourism and events in Kovilj village (local community has the last word and is the leader and stakeholder in the process of event organisation on the Pan-European Corridors 10 and 7), Book of Abstracts, pp. 80-81, The 4th International Conference Rural Space and Local Development – Regeneration of the Rural Space, 22-25th July 2010, Ministry of Education and Research, Faculty of Geography, Cluj-Napoca, Romania, ISBN: 978-973-595-136-8.
  • Stamenković, I., Penić, Mirjana (2008): Vojvodina salaši as authentic rural tourism destinations, Proceedings of the Scientific Conference: "Contemporary Tendencies in Tourism, Hotel Management and Gastronomy in 2008", 8-9 October 2008, no. 1, pp. 46-53, Department of Geography, Tourism and Hotel Management, PMF, Novi Sad. ISBN 978-86-7031-209-8, COBBIS.SR-ID 241121543, UDK: 338.48 (082), 640.4 (082)
  • Ivkov-Džigurski, A., Kovačević, T., Zakić, L. (2008): Souvenirs as part of the cultural heritage of the population in the function of a tourist product. Bulletin of the Serbian Geographical Society, LXXXVIII (4): 59-70.
  • Lazić L. et al. (2007): Rural Tourism, PMF, Department of Geography, Tourism and Hotel Management, Novi Sad: 1-275.
  • Stankov, U., Garača, V. (2007): Possibilities, limitations and directions of development of rural tourism in Bačka, Proceedings of the Department of Geography, Tourism and Hotel Management.
  • Stankov, U. (2007): Natural potentials for the development of rural tourism in Bačka, International Scientific Conference "Serbia and Republika Srpska in Regional and Global Processes", Faculty of Geography, University of Belgrade, Faculty of Natural Sciences and Mathematics, University of Banja Luka, Trebinje.
  • Stankov, U. (2007): Possibilities of creating sustainable rural tourism in Bačka, Proceedings of the Geographical Institute "Jovan Cvijić": 251-259.
  • Ivkov, A., Romelić, J., Lazić, L., Dragin, A., Ivanović, I. (2007): Folklore Heritage in the Tourism of Banat. PMF, Department of Geography, Tourism and Hotel Management, Novi Sad: 1-234.
  • Stankov, U. (2007): Rural Tourists' Experiences in Bačka, IX International Conference "Strategic Development of Tourism Industry in The 21st Century", University "St.Kliment Ohridski" – Bitola, Faculty of Tourism and Hospitality – Ohrid, 25-26. May 2007
  • Košić, K. (2006): Role of local community in development of rural tourism in Serbia, Timisoara, International seminar "Entrepreneurial initiative and regional development, European comparisons, Timisoara, Romania: West University of Timisoara, Department of human and regional geography: 76-77.
  • Ivkov, A. (2006): Folklore Heritage in the Tourism of Vojvodina. Zadužbina Andrejević, Belgrade: 1-129.
  • Košić, K. (2006): The role of rural family households in the development of rural tourism, Proceedings "Organization and Development of the Tourist Economy in the Region of Northeastern Bosnia": 169-179.
  • Lazić, L., Košić, K. (2006): Condition and possibilities of tourist offer improvement of Cenej salas houses in rural tourism development in Vojvodina, Second International Scientific Congress Progress in Tourism and Hospitality: Present and Future Challenges, Thessaloniki, Greece.
  • Romelić, J., Plavša, J., Stojanović, V. (2005): Concept of the Creation of Eco-rural Tourism Destination on the Example of Gudurica Settlement, Geographica Pannonica, 9: 51-58.
  • Romelić, J., Košić, K., Pivac, T. (2005): The condition and Possibilities of Development Rural tourism in Mountain Part of Vojvodina, Collection of papers – Geographical Institute Jovan Cvijić, 54: 99-114.
  • SY_CULTour: Synergy of culture and tourism: utilisation of cultural potentials in less favoured rural regions,
    Contract number: 2011/274-864, Document reg.no: INTRA-5018416
    Scientific Research Centre of the Slovenian Academy of Sciences and Arts, Anton Melik Geographical Institute
    Project leader: Dr. Jasmina Đorđević
  • Presentation, promotion and activation of natural and cultural contents of Mali Stapar
    Project client: Vode Vojvodine
    Project holder: Department of Geography, Tourism and Hotel Management, Faculty of Natural Sciences and Mathematics, University of Novi Sad
    Project duration: 2010
    Leader: Dr. Lazar Lazić
  • Education in Rural Tourism
    Client: Ministry of Trade, Tourism and Services
    Project number: 1589
    Project duration: 2006/07
    Leader: Dr. Lazar Lazić
  • Tourism Development Strategy of the Municipality of Odžaci
    Client: Tourist Organizations of the Municipality of Odžaci.
    Project duration: 2007
    Leader: Dr. Vladimir Stojanović
  • Conceptual project "Gudurica – eco-rural tourism destination"
    Client: Assembly of the Municipality of Vršac, Environmental Protection Sector.
    Project number: 479
    Project duration: 2006
    Leader: Dr. Vladimir Stojanović
  • Cycling Danube-the establishment of the regional cycling route Srem
    Project holder: Regional Development Agency Srem
    Project duration: 2014
  • Education program for the revitalization of rural areas by connecting agriculture, ethno heritage and tourism
    Client: Provincial Secretariat for Agriculture, Forestry and Water Management and Center for Rural Development Aurora and Chamber of Commerce of Vojvodina.
    Project number: 104-320-00011/2008-I-33
    Project duration: 2008
    Leader: Dr. Maja Timotijević (Faculty of Agriculture, Novi Sad)
  • organizing scientific conferences;
  • organizing education seminars in rural tourism, intended for employees in local self-government, tourist organizations, small entrepreneurs, farmers and tourist households in rural areas, as well as future entrepreneurs in rural tourism;
  • providing expert assistance to all interested in services in rural tourism, in order to market the tourist product in the highest possible quality;
  • drafting strategies for the development of rural tourism of specific tourist destinations, municipalities or regions;
  • strengthening cooperation with other researchers and institutions dealing with rural tourism issues, with the aim of exchanging positive experiences and jointly applying for international projects;
  • participation in creative workshops and round tables;
  • publishing scientific papers.