GEOGRAPHICAL INDICATIONS AS ATTRACTORS FOR RURAL TOURISM: INSIGHTS FROM THE COUNTRYSIDE OF SERBIA

Geographical indications (GIs) play a critical role in preserving authenticity and tradition in production, as products with GIs often carry rich histories and are associated with specific production methods characteristic of particular regions. This study investigates tourists' perceptions of geographical indications and their role in enhancing rural tourism and fostering economic development in Serbia, a non-EU country seeking sustainable development. The research explores how GIs contribute to tourism by elevating the value of local agricultural products and empowering rural communities. The research was conducted from May to August 2024 in nine carefully selected agritourism households across Serbia. The questionnaire used in this study consists of 25 closed-ended statements across five factors: Perception of product quality (PPQ), Authenticity and tradition (AT), Economic impact (EI), Tourist experience (TE), and GIs as attractors. The highest mean value (m) in the study was observed for the statement AT5 (4.88), indicating that respondents strongly believe that products with geographical indications help in understanding the cultural and historical context of the product. This stateme nt also had the highest factor loading (λ) of 0.978, demonstrating its significant contribution to the authenticity and tradition construct. Furthermore, in Cluster analysis data was divided in two clusters. The respondents in Cluster 1 have fewer positive attitudes toward the economic impact and attractiveness of geographical indications, while they generally hold neutral or slightly positive views on other aspects. The respondents in Cluster 2 perceive products with geographical indications as particularly attractive, despite having weaker attitudes toward other variables. Our approach explores how perceptions of authenticity and cultural value of GI-labeled products impact tourist experiences, satisfaction, and their willingness to recommend or revisit destinations. The findings suggest that tourists associate GIs with high quality, authenticity, and cultural heritage, which significantly impacts their decision-making process and satisfaction levels. Furthermore, the study reveals that tourists are willing to pay more for products labelled with GIs, which in turn boosts the local economy and helps preserve cultural traditions. Finally, Geographical indications not only differentiate products in the global market but also contribute to building recognizable brands that can significantly enhance the tourist appeal of certain regions.