EVALUATION OF SERVICE QUALITY BASED ON RURAL HOUSEHOLDS’ VISITORS – SERBIAN CASE STUDY

The unfavorable economic and political situation that has lasted since the end of the 20th century has implications for tourism and economic development of Serbia. In today's conditions of the extremely complex economic situation, the quality of business operations is seen as a significant long-term factor of stabilization in the market and providing a firm position among its competitors. Rural tourism in Serbia should contribute to the preservation of the rural environment, demographic condition, and cultural heritage, but also to the economic placing of Serbia in a better market position in the region. The aim of this study is to focusing on perception of importance and quality of services in rural tourism households and based on the analyzed data it attempts to confirm certain assumptions relating to the quality of provided services. The authors conducted their research survey on 164 respondents in 15 municipalities in Serbian countryside.