https://scidar.kg.ac.rs/handle/123456789/8218 2026-03-11T13:47:23Z https://scidar.kg.ac.rs/handle/123456789/23056 Title: Exploring adventure tourism trends through image content analysis of Instagram posts Authors: Stanišić, Tanja; Lazarević, Sonja; Kopeva, Diana Abstract: Purpose – The main objective of the paper is to contribute to testing the usefulness of imagecontent analysis in the assessment of trends in the tourism market, as well as to drawconclusions about contemporary tendencies in the adventure tourism market. Methodology –The image content analysis is a key methodological tool in this research, supported bycomparative and cluster analysis. A detailed analysis of trends in adventure tourism is carried out through the assessment of geographical and temporal characteristics, types of adventure activities and user representation by gender. Findings – The results of the research indicated the significant role of developing countries as adventure tourism destinations, the absence of seasonality, the dominance of soft adventure activities and women as participants in this type of tourism. In addition, the research made it possible to identify certain new activities and conclude on the diversification of the offer, as well as the classification of activities according to the gender structure of the participants. Implications – The results can be useful to the creators of the offer on the adventure tourism market, but also to the tourists themselves in terms of ideas and motivation. In a theoretical sense, the paper should contribute to highlighting the prevailing views in the literature on the key features of adventure tourism. 2024-01-01T00:00:00Z https://scidar.kg.ac.rs/handle/123456789/23055 Title: Rural tourism through the lens of Instagram users Authors: Lazarević, Sonja; Stanišić, Tanja; Leković, Miljan; Pantić, Nemanja Abstract: Rural tourism is a form of tourism that takes place in a rural environment and in which the tangible and intangible culture of the destination is experienced. Along with the growing interest of tourists in these elements, the attractiveness of rural tourism and its representation in Instagram posts is also increasing. The purpose of this research is to evaluate trends in rural tourism by analyzing Instagram images as a useful information base. The key methodological tool in research is image content analysis. The results of the research made it possible to draw conclusions about the most represented rural tourism destinations, key attractions and activities, gender specificities of participants in rural tourism, as well as its pronounced seasonality. In particular, the research led to the identification of education as an emerging activity in rural tourism. The research results can be useful for management organizations, rural communities, and tourism marketers. At the same time, the research emphasizes the usability of user-generated images on social media platforms in researching trends in the tourism market. 2025-01-01T00:00:00Z https://scidar.kg.ac.rs/handle/123456789/22343 Title: A CULINARY ESCAPE: EXPERIENCING A DIGITAL DETOX RETREAT THROUGH GASTRONOMY Authors: Cvijanović, Drago; Vujko, Aleksandra; Maksimović, Goran Abstract: In today's digitally connected world, digital detox retreats offer a serene escape, allowing individuals to reconnect with nature and themselves. Central to these retreats is a culinary experience that emphasizes mindfulness and sustainability, where participants engage in communal cooking using locally sourced ingredients, transforming meals into shared rituals that foster community and connection. Research conducted at the Perkov salaš highlights the benefits of spending time without digital distractions, revealing that participants experience increased focus, presence, and overall well-being, while also emphasizing the importance of home-cooked meals and face-to-face interactions in enhancing personal satisfaction and mental health. 2025-01-01T00:00:00Z https://scidar.kg.ac.rs/handle/123456789/22342 Title: ENHANCING RURAL DEVELOPMENT THROUGH WINE TOURISM:A STUDY OF SERBIANWINERIES Authors: Davidović, Jovana; Pantović, Danijela; Jaksic, Nikola Abstract: Wine tourism is a significant factor in both attracting visitors and stimulating the development of rural regions. It encompasses travel to vineyards, wineries, wine festivals, and wine exhibitions, where the central attractions are wine tasting, grape production, and the opportunity to explore wine-producing regions. Serbia, with its longstanding tradition in viticulture and wine production, holds substantial potential in this sector. The presence of quality wine offerings within rural tourism has a profound impact on the development of rural areas and local communities. To assess the role of wineries in the advancement of rural tourism in Serbia, an analysis was conducted of user reviews available on the Google Maps platform. This study focused on 10 selected wineries, chosen for their prominence in the sector. The data gathered from these reviews was processed using MAXQDA, a software program designed for qualitative data analysis. The results of this research indicated that visitors to the wineries generally held positive perceptions and expressed a strong likelihood of recommending their experiences to others. These favorable reviews suggest that wine tourism has the potential to further boost rural tourism in Serbia. In addition, the study included a SWOT analysis of the wineries and provided recommendations for the improvement of rural areas located along the wine route map. 2025-01-01T00:00:00Z