2026-05-04T20:58:19.826Z http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai

ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai:2:11698 2025-11-06T16:30:27Z 2

Digital Transformation in Rural Wine Tourism: Lessons from Goriška Brda, Slovenia, for Developing Smart Rural Destinations in Serbia 2025 http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai/record/2/11698 https://scindeks.ceon.rs/Article.aspx?artid=2620-02798800034C D. Cvijanović A. Vujko D. Cvijanović Purpose – This study investigates the impact of digital innovation and sustainable practices ontourist behavior and destination attractiveness in rural wine regions, using Goriška Brda(Slovenia) as a case study. The goal is to identify key factors that influence visitation to smartrural wine destinations and explore how these practices can be adapted to enhance winetourism in Serbia. Methodology – The research employed a quantitative approach, surveying383 tourists in Brda municipality. Data were collected via a structured questionnaire using afive-point Likert scale. Factor analysis revealed three key constructs – VineTech Tourism,Smart Sustainability, and Digital Oenotravel – which were validated through StructuralEquation Modeling (SEM) to test interrelationships and the theoretical model. A post-positivistepistemological approach guided the research design. Findings – The results confirmed thattourists value a blend of digital connectivity, sustainability, and immersive experiences. Allthree constructs significantly influenced tourist attitudes, supporting the hypothesis that smartrural tourism drives destination appeal and competitiveness. The 25–44 age group, particularlythose with higher education, showed the strongest alignment with smart tourism values.Implications – Goriška Brda’s model offers a transferable blueprint for Serbian winedestinations, emphasizing community-based, tech-enabled, and sustainability-drivendevelopment to enhance rural tourism competitiveness and visitor engagement article 10.5937/menhottur2500015C 14 1 1 15 2620-0279 Hotel and Tourism Management