Creating a sustainable marketing mix in rural tourism

Rural tourism, as an important element of both sustainable tourism and economic and social development of rural areas, faces all the major development, marketing, and economic challenges. At the same time, an interest in this form of tourism has been increasing significantly. Good natural and cultural conditions, such as climate, soil, beneficial possibilities for the development of agricultural production, and well-preserved cultural heritage are important for the development of rural tourism. This study deals with the present condition of rural tourism in sub-Mediterranean Dalmatia with respect to what it can offer to tourists, and the marketing mix of the family farms in the area of sub-Mediterranean Dalmatia.