TENETS OF THE SLOW FOOD MOVEMENT AS MOTIVATION FOR TOURISTS TO VISIT RURAL TOURIST HOUSEHOLDS IN SERBIA

Local cuisine is one of the foundations for how Serbian rural communities are presented to tourists. The desire for regional cuisine has recently increased, which has created opportunities for the promotion of regional and, most importantly, traditional production. The changing behaviours of travellers, who are becoming more conscious of the value of authenticity and quality when travelling, offer opportunities for rural areas to thrive while also creating a new horizon for tourism centered on the discovery of traditional cuisine and rural communities. This kind of travel can be compared to slow travel, which was developed in conjunction with the Slow Food movement. The Slow Food movement is a political and cultural movement with the goal of opposing the industrialisation of food production, promoting locally made, high-quality, sustainable food, and making a significant contribution to rural areas. Three guiding principles – good, clean, and fair – define what food should be and form the foundation of this movement. The major objective of this paper is to present the driving elements that have the biggest impact on tourists’ enthusiasm to visit rural tourist houses in Serbia. The research also seeks to determine how much the respondents’ desire to return to Serbia’s rural tourist households is influenced by motivating factors.