THE ROLE OF RECEPTIVE TRAVEL AGENCIES IN PROMOTING SUSTAINABLE RURAL-SPA DESTINATION DEVELOPMENT

The aim of this research is to determine the role of receptive travel agencies in the promotion of sustainable rural spa tourism and to evaluate their overall significance for the sustainable development of rural tourist destinations in Serbia, with a specific focus on the spa town of Sokobanja. This study examines how receptive agencies influence the flow of foreign tourists, facilitate deeper visitor engagement, and contribute to the economic, socio-cultural, and environmental sustainability of these destinations. A particular emphasis is placed on their role in preserving, interpreting, and communicating the value of local natural and cultural heritage to visitors. To achieve these objectives, a mixed-method research design was employed within an interpretivist epistemological framework, prioritizing the subjective experiences of tourists and the perspectives of key tourism stakeholders. The first phase of the research consisted of a structured survey conducted with 318 foreign visitors to Sokobanja between March and October 2024. The data obtained were analyzed using factor analysis to identify underlying dimensions, followed by Structural Equation Modeling (SEM) to explore the relationships between key constructs. The second phase involved qualitative methods, including desk research and semi-structured interviews with staff from the Tourist Organization of Sokobanja and representatives of the local receptive travel agency “DM.” The findings highlighted the agencies’ essential role in creating value-added experiences for tourists by offering personalized services, cultural interpretation, and logistical support. Four key factors were identified—Unique Experience, Immediate Involvement, Getting to Know, and Mediation—which collectively explain the ways in which receptive agencies enrich tourist experiences and contribute to destination competitiveness. The study concludes that the strategic integration of receptive agencies into destination management plans can significantly improve the visibility, inclusivity, and sustainability of rural spa tourism in Serbia. Their proactive engagement not only supports the local economy but also encourages responsible tourism practices aligned with long-term destination stewardship