ENTREPRENEURIAL ELEMENTS IN RURAL TOURISM - FINDINGS FROM PLS-SEM

Ljiljana Šobić; Nikola  Bošković; Danijela Pantović

doi:10.59267/ekoPolj2302521S

Authors

Ljiljana Šobić University of Kragujevac, Faculty of EconomicsPhD student, University of Kragujevac, Faculty of Economics, Liceja Knezevine Srbije 3 st., 34000 Kragujevac, Serbia https://orcid.org/0000-0002-8219-1618
Nikola Bošković University of Kragujevac, Faculty of Economics, Liceja Knezevine Srbije 3 st., 34000 Kragujevac, Serbia https://orcid.org/0000-0003-2105-6196
Danijela Pantović University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Vojvođanska st., 36210 Vrnjačka Banja, Serbia https://orcid.org/0000-0001-8605-8614

DOI:

https://doi.org/10.59267/ekoPolj2302521S

Keywords:

rural tourism areas, innovations, proactivity, risk-tasking, entrepreneurship

Abstract

The aim of this paper is to determine the interrelationship between innovation, proactivity and risk-taking, as a dimension of entrepreneurial orientation and their connection with relational capital, in order to indicate the entrepreneurial behavior that gives the best results for the development of sustainable rural tourism. The research was conducted on the basis of questionnaires collected on the territory of the Republic of Serbia during the year 2022. The data were analyzed using the PLS-SEM method. The results show a positive relationship between proactivity and innovation, between relational capital and innovation, and proactivity and relational capital, while a positive relationship between risktaking and innovation and risk-taking and relational capital was not confirmed. Results provide important elements for making decisions about innovation and competitiveness of rural tourism destinations.

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Author Biographies

Ljiljana Šobić, University of Kragujevac, Faculty of EconomicsPhD student, University of Kragujevac, Faculty of Economics, Liceja Knezevine Srbije 3 st., 34000 Kragujevac, Serbia

Nikola Bošković, University of Kragujevac, Faculty of Economics, Liceja Knezevine Srbije 3 st., 34000 Kragujevac, Serbia

Danijela Pantović, University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Vojvođanska st., 36210 Vrnjačka Banja, Serbia

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