Sustainable rural tourism and destination competitiveness: The case of Goriška Brda

This study explores visitor perceptions of Goriška Brda as a sustainable rural tourism destination and examines the extent to which its development model is recognized as structurally coherent and transferable. Using a quantitative, cross-sectional research design, the study analyzes how visitors evaluate key dimensions of the destination, including the integration of agriculture and tourism, authenticity of local gastronomy, environmental responsibility, organizational coordination, community involvement, infrastructure adequacy, and competitiveness potential. The findings indicate a dominant pattern of positive evaluation across all examined dimensions, suggesting that Goriška Brda is widely perceived as an integrated and sustainability-oriented rural tourism model. Comparative analysis reveals no significant gender-based differences in visitor perceptions, pointing to a stable and socially shared understanding of the destination's development logic. Building on these insights, the study discusses implications for tourism development in Fruška Gora. It highlights the strategic importance of integrating local production systems with tourism services, strengthening authenticity-based positioning, and ensuring coordinated destination management in order to enhance long-term competitiveness and sustainable growth.