Within tourism, as one of the largest and fastest-growing world industries, a prominent place is taken up by separate, selective forms of tourism. Rural tourism enables consumers to return to the natural setting and relief from pressure and stress emerging in urban environments. As eco-friendly travel into relatively well-preserved areas, rural tourism features as a significant element of sustainable tourism, economic and social development of rural areas. In view of this, the entire management, realization and implementation of the marketing strategy of developing rural tourism should be based on a compromise of interests of different and numerous stakeholders. The subject of this paper is the Danube Region and rural tourism of this region, and the objective is to emphasise the significance of further development of this special, selective form of tourism by applying marketing concept. Secondary data and methods of induction, deduction, synthesis and analysis were used for the purpose of this writing this paper

Sažetak: Koncept "slow turizma" relativno je nov i uključuje ljude koji putuju "sporije" i kraće, ali ostaju duže u odabranoj destinaciji u kojoj koriste lokalne oblike transporta, uživaju u lokalnoj kuhinji i obilaze lokalne, kulturne znamenitosti. Podsticanjem potrošača ka ovom posebnom obliku turizma ostvaruju se mnogobrojne prednosti, kako za destinaciju i lokalnu zajednicu, tako i za same potrošače. U kontekstu putovanja motivacija se odnosi na set potreba koje navode pojedinca da putuje. Tako, ljudi putuju jer su "odgurnuti", odnosno "privučeni" određenim faktorima. U radu su prikazani rezultati istraživanja koji objašnjavaju uticaj motiva na ishode "slow" putovanja. Motivi su podeljeni u dve grupe: 1) push motivi (relaksacija, samorefleksija, beg i učenje) i 2) pull motivi (otkriće i angažovanje). Rezultati istraživanja pokazali su da push motivi imaju značajniji uticaj na ishode putovanja (zadovoljstvo i ponovni dolazak u destinaciju). Istraživanje je sprovedeno krajem 2017. godine. Uzorak je obuhvatio 320 ispitanika sa teritorije Republike Srbije, koji su u prethodne dve godine posetili jednu od destinacija u Vojvodini označenu kao "slow place" (Palić, salaš u Vojvodini i Fruška gora).

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Tourism is one of the fastest growing sectors in the world characterized by numerous new forms aimed at satisfying the sophisticated needs of the modern consumer. In such circumstances, the concept of slow tourism is gaining in importance with emphasized need for slowing down the pace of life. Slow tourism offers a solution to this need. In developing countries, this concept frequently tied with sustainable tourism, is linked to social movements such as: “slow food” (authentic, local food), “slow cities” (environmentally responsible and peaceful environment) and “slow transportation” (local buses and trains). The aim of the paper is the explanation of this phenomenon from the perspective of consumers. The authors conduct research based on a model consisting of: six general slow tourism motivations (relaxation, self-reflection, escape, novelty-seeking, engagement and discovery), two universal goals of slow tourism (revitalization and self-enrichment) and travel outcomes (satisfaction, future return intention and recommendations). The sample included 320 respondents from the territory of the Republic of Serbia who have visited some of the destinations in Vojvodina labeled as “slow place” in the past two years.

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