GREEN MARKETING AND SUSTAINABLE TOURISM RURAL DEVELOPMENT ON THE EXAMPLE OF MOUNT GOLIJA PERCEPTIONS AND ATITUDES OF GENERATION Z

Snežana  Bešić; Saša  Jović; Krsto  Jakšić

doi:10.59267/ekoPolj2601199B

Authors

Snežana Bešić Academy of Technical and Art Applied Studies, School of Railroad Transport, Zdravka Čelara 14, 11000 Belgrade, Serbia https://orcid.org/0009-0007-9782-3458
Saša Jović University of Defense in Belgrade, Veljka Lukića Kurjaka 3, 11000 Belgrade, Sebia https://orcid.org/0009-0004-1200-9819
Krsto Jakšić Faculty of Economics, University in Pristina - Kosovska Mitrovica, Kolasinska 156, 38220 Kosovska Mitrovica, Serbia https://orcid.org/0000-0001-5508-0069

DOI:

https://doi.org/10.59267/ekoPolj2601199B

Keywords:

green marketing, sustainable tourism, Generation Z, Golija Mountain, environmental awareness

Abstract

This paper explores the role of green marketing in promotingsustainable rural tourism on Mount Golija, with a particularfocus on the perceptions and attitudes of Generation Z.The research was conducted through an online surveyon a sample of 256 respondents aged 18 to 32, aiming toexamine their level of environmental awareness, values,and behavioral intentions within the context of sustainablerural tourism in protected natural areas. The analysisrevealed that environmental awareness and the perceptionof destination responsibility have a significant positiveimpact on the intention to visit Golija. At the same time,a noticeable gap was identified between the respondents’declared ecological values and their actual behavior,highlighting the need for a more consistent and transparentapproach to communicating sustainable practices in ruraltourism destinations. The results suggest that the long-termsuccess of sustainable rural tourism development dependson authentic communication and the active involvement ofGeneration Z in initiatives that connect local communities,environmental protection, and tourism development.

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