“…So far, research about rural tourism development in Serbia was taken from the side perspective, dealing with different subjects: competitiveness (Demirović, Košić, Surd, Žunić, & Syromiatnikova, 2017;Pavlović & Čavlin, 2014;Petrović et al, 2018;Vujko, Petrović, Dragosavac, & Gajić, 2016), possible development potentials (Djenadić, Muhi, & Jovanović, 2016;Todorović & Bjeljac, 2009), possible financial sources for development (Radović, 2016), the role of the local population (Košić, Demirović & Dragin, 2017;Vuković, Subić, & Cvijanović, 2014), etc. Little is known about who visits rural areas and what attracts them.…”