Rural destinations and sustainability: Exploring the role of events and marketing

The aim of this paper is to examine how elements of rural destinations holding touristic events contribute to the formation of destination identity. Through the analysis of respondents' attitudes, the problem of the sustainability of rural destinations and marketing activities aimed at promoting rural events is analyzed. A quantitative content analysis was conducted to examine the theoretical framework, while primary data were gathered through a survey and analyzed using statistical methods. Field research was conducted in October and November 2024, among 210 visitors from Serbia who participated in at least one such event. The findings suggest that rural events, along with other destination elements, significantly contribute to shaping the identity of the host location. The promotion of rural events requires a holistic approach, with particular emphasis on digital marketing, especially leveraging social media and other platforms that enable the sharing of visitor experiences. The results can serve as a foundation for improving marketing activities targeting rural events and enhancing their visibility and appeal.