CAN ORGANIC FARMING CONTRIBUTE ON SUSTAINABLE WOMEN ENTREPRENEURSHIP IN RURAL TOURISM? AN NACIONAL PARK EVIDENCE

The research actually represents two very important topics: female entrepreneurship in rural areas and organic production, with the hypothesis (H) that organic production forms the base of sustainable female entrepreneurship. Phase one used the interview technique with women entrepreneurs from the area of the National Park Fruška Gora (Serbia). Phase II of the study constituted a survey of organic product consumers in order to determine the motivational and attitudinal factors underlying their consumption patterns. Results showed that women are very successful concerning rural tourism and entrepreneurship with the motive of producing organic products stands for good practice in how women in the villages can be empowered and become economically independent. On the other hand, the results on organic product consumers indicate that the biggest motivation and attitude groups’ factors regarding motives and attitudes of organic product consumers circl e around health, emotions, environmental concern, and trend. It can be concluded that organic production has great potential when it comes to rural tourism as a desirable, sustainable way of empowering women.