ORGANIZATION OF GREEN PROJECTS FOR THE PURPOSE OF  PROMOTION AND SATISFACTION OF USERS   IN RURAL REGIONS IN SERBIA

Asmaeil  Ali Mohammed Khmaaj; Bojana Ostojić; Biljana Ilić; Milena Cvjetkovic; Jelena Ružić

doi:10.59267/ekoPolj2501189A

Authors

Asmaeil Ali Mohammed Khmaaj PhD student, Faculty of project management (PMC), Belgrade , Serbia https://orcid.org/0009-0002-0740-3948
Bojana Ostojić Faculty of Project Management (PMC), Belgrade , Serbia https://orcid.org/0000-0001-6731-431X
Biljana Ilić Faculty of project management (PMC), Belgrade , Serbia https://orcid.org/0000-0001-6137-8478
Milena Cvjetkovic Faculty of engineering management, Belgrade, Serbia https://orcid.org/0000-0002-9677-7089
Jelena Ružić Faculty of project management (PMC), Belgrade, Serbia https://orcid.org/0009-0000-4715-2288

DOI:

https://doi.org/10.59267/ekoPolj2501189A

Keywords:

Green projects, digitalization of tourism services, customer satisfaction, rural areas, demographic differences

Abstract

The presented study analyzes the impact of green initiatives and new technologies on the tourist experience and user satisfaction in rural areas of western Serbia, focusing on the differences between younger and older populations. Through regression and correlation analysis, it was found that sustainability, green mobility, and the digitalization of services significantly increase the satisfaction of young tourists, while older tourists prefer traditional values such as safety and comfort. The younger population reacts positively to innovations, while the older group seeks stability and practicality. The results suggest that further implementation of sustainable practices and technologies could transform the tourism offering in rural areas, and tailored marketing approaches could effectively address the specific needs of both demographic segments. It is recommended to strengthen the promotion of ecological and technological solutions as the key to future tourism growth in this region.

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