Perspective of the Application of New Technologies in the Business Activities in Rural Tourism

Abstract

A characteristic of rural tourism is the physical distance between supply, which is located in rural areas, and demand, which is located in cities. The role of tourist intermediaries is to connect supply and demand. Tourism distribution channels are seen as a “bridge” between supply and demand and the role of intermediaries is precisely to find ways to facilitate the exchange process. The lack of ICT application can lead to a decrease in demand, a decrease in economic activities, and thus can negatively affect the development of certain areas. The authors will specify the necessary steps which will enable the improvement of business activities and the promotion of rural tourist destinations, both at the micro level, and at the macro level. The expectation is that this approach will increase the income and stop the negative trends burdening the life in rural areas (depopulation, population migration to urban centres, the decline in macroeconomic indicators, etc.) that are present not only in Serbia but also in other countries.