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Business on tourism market requires perception of the interests of supply and demand at micro and macro level. The tendency is to place the market products on the market that enable the achievement of the business goal and the satisfaction of both sides, supply and. demand. Rural tourism with its specificities, requires a careful approach to tourist demand and its segments, i.e. niches. Consistent implementation of the marketing concept with adequate investments policy and market research, creation and placement of a tourist product is a guarantee of success on the market. Serbia has respectable resources for the development of rural tourism (natural and social). However, in practice, the problem arises in the insufficient recognition of local stakeholders in the ability to put these resources in an adequate manner in the function of tourism development, as well as local communities, more broadly. The aim of the paper work is to present a marketing approach in formation and promotion the rural tourism product, based on the resources the Republic of Serbia has.

The formation and promotion of rural tourist product in the Republic of Serbia