Digital Marketing in Rural Tourism: The Role of Social Media in the Republic of Serbia

This study analyzes the role and significance of social media in the marketing and promotion of rural tourism offerings in the Republic of Serbia, with a particular focus on their impact on consumer behavior and business performance. The research was conducted through a survey of 304 respondents who actively use the internet and social media. The questionnaire included demographic characteristics of the respondents, as well as a series of statements regarding the informational, promotional, and economic role of social media in rural tourism. The results indicate that respondents largely recognize social media as an effective promotional channel, a significant source of information, and an important factor in decision-making regarding visits to rural tourism destinations. Statistical analysis confirmed that social media positively influence the number of visitors, the profit of providers, and the formation of the reputation of rural tourism offerings. It is concluded that social media represent a key tool for the contemporary and sustainable development of rural tourism.