The principal aim of this paper was to explore destination competitiveness factors of Jablanica District (Serbia), by examining the attitudes of tourists. For research purposes, 32 attributes of destination competitiveness were rated with two parallel five-point Likert type scales – one by which tourists rated the importance of the attribute and the other by which they expressed their satisfaction with the same. A total of 378 validly completed questionnaires were collected and served as a basis for data analysis. By using a factor analysis, the most important destination competitiveness factors were extracted. Based on this factor solution, Importance-Performance Analysis (I.P.A.) was performed. Using I.P.A., this article examines the efficiency of the resources allocation based on isolated factors, and the possibility of creating management strategies to improve the competitiveness of this destination. The results of this study indicate that the factors of food and environment are of primary importance for tourists when choosing this tourism destination. Research results will be of great importance for tourism managers in the destination, as well as for authorities of local governments in the district, to better understand strengths and weaknesses of identified competitiveness factors and utilise them as a starting point for tourism development.

Agritourism terminology in etymological terms is found in agriculture, which means that the basis for the development of this form of tourism is agriculture. But agriculture is not just about traditional and extensive forms, but also in advanced to the intensive nature, such as developed combinat type. There is no dispute that rural tourism is linked, among others, to agricultural activities. By this logic, it belongs to agritourism. However, in this context it is a traditional form of farming. Their promotion as part of the tourist offer includes preservation of attractiveness. In addition, the fact that the activities of rural tourism does not only confine to agriculture, but within it, as an offering to include service-traditional trades, herbal, gastronomy, hunting and fishing, activities of ethnographic and social nature and of creative activity indicates that is a wider category of agricultural tourism.

The study examines the economic feasibility of procuring local agricultural products in small and medium-sized hotels, emphasizing key factors influencing managerial decision making. By integrating perceived cost savings, supplier reliability, customer demand, and regulatory support, this research provides a comprehensive framework for understanding the benefits and challenges of local sourcing in the hospitality sector. The empirical analysis is based on a survey conducted among hotel managers in Serbia, utilizing structural equation modeling (SEM) to assess the significance of proposed relationships. The findings confirm that supplier reliability and customer demand play a crucial role in shaping procurement decisions, while cost savings and regulatory support also contribute to economic feasibility. These results align with existing studies on sustainable procurement and local supply chains in tourism, reinforcing the importance of fostering stable partnerships between hotels and local producers.

Modern business and everyday life is unthinkable without the use of social networks and e-marketing. There is an unbroken link between the products of the information sector, social networks and everyday business and private communications. Tourism as a service activity is particularly dependent on social networks. Potential buyers of tourism products with just “one click” can book, pay for the service, view the pictures and read comments about the desired destination. Using concrete data and business on National Tourism Organisation of Serbia, the authors point to a growing trend of using social networks in presenting Serbia as a desirable destination. Tourist Organization of Serbia (TOS). TOS uses integrated on-line marketing for promotive activities and targeting marketing campaigns.

The topic of this paper is branding as a powerful tool for increasing the value of food products as well as the improvement of tourism in food origin regions. The branding is guarantee of quality for consumers and it provides a product differentiation for manufacturers. In today's market conditions, there is a lack of healthy, traditional, local agricultural products, which made demand and price increase due to their rarity and importance for consumers. Branded agricultural products guarantee to meet the sophisticated customer’s needs, and they are often the reason for journey. This paper draws attention to the importance of products with added economic value for tourism, and the possibilities of designing tourist services related to these products.

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