INNOVATIVE HOSPITALITY MODEL AS A CATALYST FOR SUSTAINABLE RURAL DEVELOPMENT

The innovative hospitality model integrates local culture and community engagement, creating authentic experiences that benefit both tourists and local communities. By focusing on unique, culturally rooted experiences, this model not only supports local economies but also fosters a culture of entrepreneurship and environmental stewardship, ultimately contributing to sustainable rural development. The research conducted in Terlan (Terlano), South Tyrol, Italy, involved 403 tourists and aimed to explore their motivations for visiting the region, particularly in relation to sustainability, cultural curiosity, and authentic experiences. The study established three key hypotheses regarding tourist motivations: the influence of sustainability on destination choices, the importance of local gastronomy and agritourism, and the preference for authentic, culturally rooted accommodations. Data collection involved a questionnaire with a five-point Likert scale, leading to the identification of three motivational factors: Sustainable Escape, Rural Immersion, and Authentic Stay. The findings suggest that tourists are increasingly seeking eco-friendly practices, immersive cultural experiences, and genuine interactions with local communities. The Terlan example provides a practical, research-backed roadmap that Fruška Gora can adapt to strengthen its identity as a sustainable, high-quality rural tourism region.