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![]() The research was conducted during January and February 2020, using the questionnaire technique, on a sample of 298 respondents. The aim of this research is to measure the perception of services quality in rural tourism in the Republic of Serbia using the RURALQUAL scale, and to determine its factor structure as well. It can be concluded thatin order to develop sustainable rural tourism, financial investments are needed, both at the level of service providers and at the macro level. The results verified that rural tourism entities were not making sufficient investments due to lack of financial resources, i.e., adequate financing modalities. It was found that there is a high correlation between the amount of income generated and the structure of the workforce. The findings confirmed the main hypothesis that financial resources are a significant limitation of the development of sustainable rural tourism. ![]() The secondary one was to analyze the factors that may influence the self-financing capacity of rural tourism service providers. The primary aim of the research was to look at the problems in financing sustainable rural tourism in the case study of Serbia. Rural tourism is often considered to be a factor in the development tendencies of rural space, a factor in the development of agriculture, as well as a factor in reducing rural depopulation.
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