The unique motives of young travellers make this market segment very important to the key objectives of the global tourism plan. Accordingly, it is important to understand better the main drivers that affect their choice of a tourism offer. This paper introduces conjoint analysis as an appropriate tool for evaluating the preferences of travellers. The survey was conducted on a sample of 514 respondents. To isolate homogeneous young traveller segments, preference-based segmentation was performed on the conjoint data. Based on the study findings, a marketing strategy for each identified market segment is suggested.

The purpose of this paper is to explore visitors experience, habits and attributes that have significant impact on their satisfaction with food offer at "Plum Fair" held in Osečina. Collected data were analyzed and interpreted using some basic descriptive statistics techniques as well as nonparametric test such as Spearman's Rho. The results of the study showed that the majority of visitors come from the surrounding municipalities, motivated by the preservation of traditions and countryside. Purchase of food products was motivated by novelty as well as supporting local producers. Visitors were most satisfied with the taste of food products and least satisfied with their price. It might be noted that the rural gastronomic festivals and products have a great promotional and entrepreneurial potential by offering these products in the local restaurants as well as retail chains, which would positively affect the revitalization of rural area of Western Serbia.

To become competitive in the global world market, as a relatively new destination for rural tourism, we need to know how to use existing resources and to prove capable of coping with new challenges. The road to this great accomplishment goes through branding, because only with the help of branding it is possible to achieve recognition of Serbian rural product. That, first, implies a reformatory process of searching for our renewed that is redesigned identity, networking of various industries, as well as their integration. In such a context, rural tourism of Serbia should not be isolated within a particular segment of the whole, rather it should master those universal principles upon which the world is organized today, which is a unique and dynamic tourist product, and should be gradually turned into a brand thanks to its added value.

Hostels have become a very popular form of accommodation and their varieties have grown steadily in recent years. To ensure the sustainability of this business model, it is necessary to understand the main drivers influencing travelers to choose a hostel accommodation. For this purpose, we conducted an online survey using convenience sampling and purposive sampling techniques. Respondents' preferences to six hostel attributes (cleanliness, location, staff, atmosphere, facilities, and cancellation policy) were determined using discrete choice analysis. Sample results showed that the most important attributes are cleanliness and location, while the atmosphere is the least important one. However, widespread heterogeneity in preferences was observed, and cluster analyzes identified three distinct groups of travelers: “cleanliness sticklers”, “location demanders” and “party seekers”. Facilities and atmosphere were found to be very important attributes for particular clusters. These findings can help design a marketing strategy for each of the identified segments to ensure sustainable business. Finally, we have proposed a new approach to calculating the hostel overall rating based on attribute importance, which shows much better discriminatory power compared to the traditional average-based approach.