Regional territorial branding in rural tourism: the role of local action groups and emerging practices in Serbia

Tourism development in rural areas increasingly relies on strategies that emphasize the distinctiveness of place, identity, and local resources. Regional territorial branding has emerged as a comprehensive approach integrating cultural, natural, and social dimensions into a coherent narrative of destination identity. This paper examines the conceptual foundations and practical implementation of territorial branding in rural tourism, focusing on the role of Local Action Groups (LAGs) as facilitators of participatory and sustainable development. Through a comparative case analysis of European and Serbian experiences, the study highlights how LAGs contribute to the co-creation of regional brands that reinforce authenticity, community cohesion, and competitiveness. European examples such as Pays Cathare (France), Marca Trevigiana (Italy), and Dobrote Dolenjske (Slovenia) demonstrate mature governance models that Serbia can emulate. Serbian initiatives, including Regionalni brend Bačke and Moravski market illustrate early but promising steps toward integrated territorial branding. Findings suggest that empowering LAGs with institutional support, funding mechanisms, and cross-sectoral networks could significantly strengthen Serbia’s rural brand ecosystem and contribute to sustainable regional development.