Digital marketing of agri-food products in support of rural tourism during the COVID pandemic

Mihailović, Branko and Popović, Vesna (2021) Digital marketing of agri-food products in support of rural tourism during the COVID pandemic. In: Tourism challenges amid COVID-19 (TISC 2021). University of Kragujevac, Faculty of hotel management and tourism, Vrnjacka Banja, pp. 111-126. ISBN 978-86-89949-53-7

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Abstract

The paper explores the possibilities of restructuring the activities of rural tourism in Serbia, during the COVID pandemic. Having in mind the shock experienced by the tourism sector, as well as the area of rural tourism, digital marketing of agricultural and food products is imposed as one of the solutions. Namely, through online platforms and modern logistics, producers can consolidate business revenues during a pandemic, when rural tourism is almost impossible. The move can be seen as a short-term business restructuring caused by a pandemic. In that way, with the measures of state support, the area of rural tourism in Serbia can be preserved, in order to be ready for the period after the pandemic. Digitization enables small agricultural producers to survive and strengthen their market position in conditions of intensified global competition. This is achieved through digital cooperation, which can play the role of one large agricultural producer, thus achieving the effects of economies of scale, size and breadth.

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