The role of agricultural cooperatives in the development and promotion of rural tourism: A case study of Azanja, Serbia
Uloga zemljoradničkih zadruga u razvoju i promociji ruralnog turizma: studija slučaja Azanje, Srbija
Abstract
The aim of this paper is to examine and analyze the role of agricultural cooperatives in the development and promotion of rural tourism. The research was conducted in Azanja, Serbia, utilizing a mixed-method research with a questionnaire technique and a case study method during March and April 2024. The key findings indicate that improving conditions for rural tourism development requires effective networking among all stakeholders and coordinated promotional activities. Establishing partnerships based on shared interests is essential for rural tourism development. In this context, the agricultural cooperative Azanja should assume several important roles: initiator, educator, coordinator, logistics organizer, tourism animator, promoter, consultant, and supervisor. By taking on these responsibilities, Azanja can effectively support and stimulate rural tourism development. Furthermore, the agricultural cooperative Azanja has the ability to develop effective promotional strategies to increase the area‘s visibility on the tourist map.
Apstrakt
Cilj ovog rada je da istraži i analizira ulogu zemljoradničkih zadruga u razvoju i promociji ruralnog turizma. Istraživanje je sprovedeno u Azanji, u Srbiji, primenom tehnike upitnika i studije slučaja tokom marta i aprila 2024. godine. Ključni zaključci ukazuju da poboljšanje uslova za razvoj ruralnog turizma zahteva umrežavanje svih zainteresovanih strana i koordinaciju promotivnih aktivnosti. Neophodno je da se kreiraju partnerstva zasnovana na zajedničkim interesima i da se inciraju aktivnosti ka razvoju ruralnog turizma. U tom kontekstu, posebno je važno da zemljoradnička zadruga Azanja preuzme ulogu inicijatora, edukatora, koordinatora, organizatora logistike, turističkog animatora, promotera, konsultanta i supervizora kako bi podržala i stimulisala razvoj ruralnog turizma. Pored toga, zemljoradnička zadruga Azanja treba da primeni promotivne strategije pomoću kojih će Azanju učiniti vidljivijom destinacijom na turističkoj mapi.
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