The cultural heritage of a nation is reflected in material and immaterial assets that together build its national identity. Folk creativity is often presented as a part of intangible cultural heritage that takes shape and is presented through music, song, dance, customs, and language, as well as traditional values and crafts. Intangible cultural heritage is found in its original, unchanged form in rural areas. Taking into account the picture of the state of the villages in Montenegro as well as the trends of movement that arose as a result of the development of society, it can be said that certain parts of the cultural heritage, primarily intangible, are in danger of being forgotten. Therefore, we should work on preserving the cultural heritage, where through tourism, as a very powerful activity, we can preserve the cultural heritage from oblivion, because in this way we preserve our national identity. In the Montenegrin rural market, continuous improvement of the quality of tourist offers can be observed, through the creation of new tourist products, the digitization of business, the application of modern technologiesthe Internet in the promotion and sale of tourist services, etc. The Internet is certainly the most interesting and efficient system of direct and indirect, individual and mass communication.