RETHINKING RURAL TOURISM IN MONTENEGRO: ARCHITECTURAL HERITAGE AND ATTRACTING ENVIRONMENTALLY RESPONSIBLE CONSUMERS

Tourism has entered a new era and under the influence of global market it is developing new forms, which provide great opportunities, but also risks to the economic and social development of states and local communities. Impacts of tourism on sustainable development have been an important theme for government, business and academics. One of the growing forms is rural tourism which meets the needs of people for preserved nature, rural architectural heritage, specific culture and new experiences of life in rural areas. Given that tourism is a priority industry of Montenegro, it is necessary to improve existing and develop new forms of supply, including in sustainable rural tourism as an alternative to mass tourism in coastal area and support to equitable regional development. The aim of this paper is to rethink the current situation and give directions for further study of the problems of rural tourism destinations’ development at national and global level, particularly in the context of preserving architectural heritage and attracting new tourist segments. Methodology is based on literature research and case study.