engleski

Evaluation of channels and techniques of promotion of rural destinations in eastern Slavonia

Because of the Covid-19 pandemic, travel restrictions and the avoidance of large crowds have contributed to the emerging demand for tourism facilities that have not previously been the focus of tourism development strategies. Rural tourism stands out due to its isolation, unexplored beauty, and nature, all of which correspond to emerging behavior patterns among today's tourist consumers. The tourism sector is among the most affected by the two-year crisis. Governments seek answers to these challenges by outlining measures that focus on addressing the untapped potential of rural destinations that are self-imposed as a logical choice in overcoming the adverse effects of a pandemic. Implications in economic terms are multiple: from keeping the population in rural areas, increasing employability, designing tourist and gastronomic offers, to redefining the concept of life in rural areas and its sustainability. The theoretical part of the paper determines the characteristics and importance of rural tourism on the totality of the tourist offer in the crisis caused by the Covid-19 pandemic. Promotion as a significant part of activating the visibility and provision of rural tourism is examined in the empirical section of the paper. Preliminary research results present an evaluation of techniques and tools for promoting rural destinations in Eastern Slavonia on a sample of a student population. It is difficult to predict the direction of development and the circumstances in which the tourism sector will adapt to new requirements and thus to new forms of tourism. However, rural tourism and the specifics of communicating its offer will undoubtedly become a prominent part of the tourism development strategy that is in line with the narrative defined by its consumers.

Covid-19 ; east Slavonia ; online promotion ; rural tourism

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