History of Research:

Cultural tourism is one of the most important forms of tourism, and it is based on cultural assets. Tourism development in Serbia can be based on a rich and diverse cultural heritage. The existence of cultural tourism in Serbia would contribute to a faster development of the identity and image of Serbia as a tourist destination. Therefore, it is necessary to include the cultural tourism of Serbia in development plans at all levels. In Serbia, cultural tourism has not yet entered tourism development plans, and there is still an incorrect attitude that culture is an element of the mass tourism product. The team dealing with cultural tourism research conducts research based on identifying and studying factors significant for the development of cultural tourism in Serbia:

• The degree of attractiveness that influences tourists' decision on choosing a destination;
• Distinctiveness, which includes several elements such as: the authenticity of attractions and their local identity, the quality of products and services and precise targeting of market segments;
• Grouping of attractions of greater and lesser attractiveness;
• Brand formation, which is one of the very important factors for the successful development of cultural tourism;
• Sustainability, which represents an assessment of the destination's capacity to receive tourists, and on which