GREEN MARKETING AS A FACTOR OF SUSTAINABLE RURAL TOURISM IN THE ĐURĐEVIĆA TARA NATIONAL PARK

Bojana  Ostojić; Dejan Sekulić; Andrej Mićović

doi:10.59267/ekoPolj2502645O

Authors

Bojana Ostojić Faculty of Project Management (PMC), Bozidara Jankovica Street 14, 11000 Belgrade, Serbia
Dejan Sekulić University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Vojvodjanska Street 5A, 36210 Vrnjačka Banja, Serbia
Andrej Mićović Faculty of Hotel Management and Tourism in Vrnjačka Banja, University of Kragujevac, Vojvođanska Street 5a, 36210 Vrnjačka Banja, Serbia

DOI:

https://doi.org/10.59267/ekoPolj2502645O

Keywords:

Green marketing, sustainable tourism, rural development, Đurđevića Tara National Park, tourist perception

Abstract

This paper examines the role of green marketing in developing sustainable rural tourism, with Đurđevića Tara National Park as a case study. The aim was to assess how tourism stakeholders apply green marketing principles and how tourists perceive ecological aspects of the destination. The research identified two related but distinct dimensions linking perceptions of green marketing with sustainable rural development. Correlation and regression analyses confirmed statistically significant positive relationships between these variables. Key sustainability factors include cooperation with the local community and the use of renewable energy. A moderating effect of tourists’ origin was observed: domestic tourists value education and nature preservation more, while international visitors prioritize economic and social benefits. These insights emphasize the need for an integrated approach to planning and the importance of adapting strategies to different visitor profiles to achieve long-term sustainability.

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