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Turizam igra važnu ulogu u ekonomskom i kulturnom razvoju društva, generišući mnoge pozitivne i negativne efekte. Cilj ovog rada je bio da: (a) proceni uticaj turizma na savremeni život u Crnoj Gori na osnovu stavova rezidenata i (b) standardizuje instrument (upitnik) za procenu ovih uticaja. Uzorak je sačinjen od 521. punoletnog stanovnika Crne Gore iz tri različite turističke regije (primorska, kontinentalna, planinska). Upitnik ima visoku validnost i pouzdanost. Izvučene su dve komponente (dve nezavisne skale) - negativni i pozitivni socijalni uticaj turizma. Utvrđeno je da porast pozitivnih uticaja prati i porast negativnih efekata. Tip regije, nivo opštinske razvijenosti i angažovanje ispitanika u turizmu značajno utiču na razlike između stavova ispitanika. Oni koji žive od turizma najviše vrednuju njegovu važnost za lokalni razvoj., Tourism plays an important role in the economic and cultural development of society, producing many positive and negative effects. This study aimed to (a) assess the impact of tourism on modern life in Montenegro based on the attitudes of residents and (b) standardize instrument (questionnaire) for assessing these impacts. The sample formed by 521 adults from three different tourist regions (coastal, continental, mountainous). The questionnaire has high validity and reliability. Two components (two independent scales) have been extracted - the negative and positive social impact of tourism. It was found that the increase in positive impacts is followed by an increase in negative effects too. Type of the region, level of municipal development and engagement of respondents in tourism influence significantly the differences between attitudes of examinees. Those who live by tourism most respect its importance for local development.

Sustainable rural tourism requires a high rate of local participation to achieve planning and development objectives. Particularly significant is the role of local non-governmental organisations (NGOs) to facilitate and plan useful projects pertinent to rural development and tourism that aim to include the local population in such activities. During the last two decades, the increasing number of NGOs in developing countries has led to them becoming influential actors in sustainable development in many fields and bearers of various ideas, projects and other activities. This is particularly evident in rural tourism, where NGOs have become prominent in the field of rural attractions as well as in the training and capacity building of local communities. Tens of NGOs whose activities are essentially directed towards rural development are active in Vojvodina, however, their actual role in sustainable tourism is not completely understood. This study regarding the NGOs concerned with rural development aimed to identify, analyse and evaluate the role of non-governmental organisations in sustainable rural tourism in Vojvodina. The starting presumption was that NGOs have a clear and significant role in the sustainable development of rural tourism in Vojvodina. The basic methods and techniques of data collecting were observation and analysis of documents and the techniques of standardised interviews, with elements of in-depth interviews. This research has shown that the role of the non-governmental sector in the development of tourism in Vojvodina is not visible and well defined, but also that some NGOs achieve high-quality results.

The purpose of the study is to defining and assessment of the impact of the determinants affecting the development of entrepreneurship in Vojvodina's sustainable tourism. The empirical part of the study was conducted using the Survey method. The basic research instrument was a questionnaire. Its construct was based on the factor models of entrepreneurship, amended and adapted with item entries which can be deemed correspondent with particularities of the tourism environment of the AP of Vojvodina. The results indicate that the factors of Education and Partnership are the determinants with the strongest influence on the development of entrepreneurship in Vojvodina's sustainable tourism. Factors such as education and partnership are rated with the highest impact. Partnership, education, and cooperation between all interested stakeholders are a prerequisite for sustainable tourism in Vojvodina.

Preduzetništvo predstavlja "organsku potrebu" društva, s obzirom na njegov intenzivan uticaj na ekonomski i društveni razvoj svake države. Zbog impresivnog tempa rasta, turizam je prepoznat kao ključni pokretač društveno-ekonomskog napretka, posebno u posredničkoj delatnosti, ruralnom turizmu i ugostiteljstvu. Preduzetništvo u turizmu podrazumeva visok stepen proaktivnosti u praćenju i prepoznavanju novih tržišnih trendova i očekivanja turista, sa ciljem razvoja inovativnih proizvoda i usluga. Iz tog razloga, preduzetništvo predstavlja presudan element konkurentnosti i iziskuje postojanje određenih karakteristika ličnosti kao što su kreativnost, inovativnost, spremnost za preuzimanje rizika, menadžerske veštine i sl. Identifikacija faktora koji podstiču razvoj preduzetništva ima za cilj kreiranje različitih vrsta modela razvoja preduzetničkog procesa. Sistem logički povezanih i međusobno uslovljenih pozitivnih uticaja, odnosno faktora koji utiču na razvoj preduzetništva suštinski predstavlja potencijalni model razvoja preduzetništva u formi projektovanog modela. Predmet ovog rada predstavlja analiza različitih faktora koji se mogu pozitivno ili negativno odraziti na razvoj preduzetništva. Posebna pažnja je usmerena ka specifičnostima razvoja preduzetništva po principima održivog razvoja, sa ciljem davanja smernica za dalje unapređenje preduzetničkog procesa., Entrepreneurship is an "organic need" of society. Entrepreneurship is expected to have numerous influences on the economic and social development. Due to its impressive growth, tourism has been recognized as a key initiator of social-economic progress, particularly as an intermediary activity, in rural tourism, and in catering.The aim of this paper is to analyze the factors that may influence the development of an entrepreneurship process. A special focus is given to the characteristics of the development process that follow the principles of sustainability, in order to create the guidelines for further improvements. Entrepreneurship in tourism requires a high level of proactivity in order to discern new trends in demand for products and services. For that reason, entrepreneurship was recognized as a crucial factor for competitiveness which includes numerous important elements such as creativity, openness for innovation, uncertainty and risk, management skills etc. Recognition of all the factors that may encourage and support the development of an entrepreneurship process resulted in a creation of entrepreneurship development models, in a form of systems of logically connected elements that all may have a positive influence on an entrepreneur.

Predmet istraživanja u ovom radu predstavlja razvoj preduzetništva po principima Propoor turizma u ruralnim destinacijama. Cilj istraživanja jeste projektovanje modela razvoja preduzetništva po principu Pro-poor turizma u ruralnim sredinama Srbije. Primenjen je opšti analitičko-sintetički metod istraživanja, u rasponu od bibliografskospekulativnog, do empirijskog pristupa. Siromaštvo ruralnog stanovništva predstavlja gorući problem mnogih zemalja, pa tako i Srbije. Razvijanje preduzetništva u oblasti turizma ističe se kao jedan od najefikasnijih načina za rešavanje ovog problema. Fokusiranje na pravičnu raspodelu materijalnih i nematerijalnih koristi na području lokalne zajednice podrazumeva usvajanje koncepta razvoja turizma i preduzetništva po principima Pro-poor turizma. To obuhvata razvoj poslovanja u formi mikro, malih i porodičnih preduzeća, razvoj turističkog poslovanja kroz diverzifikaciju proizvoda i aktivnosti koje su tradicionalne za domaćinstva u ruralnim sredinama i uključivanje principa razvoja koji u fokus stavlja interese najsiromašnijih pripadnika lokalne zajednice. Zbog toga je oslanjanje na lokalne resurse uz unapređenje lokalnih kapaciteta i povećanje nivoa participacije lokalnog stanovništva u razvojnim aktivnostima ključ uspeha Pro-poor strategija., The subject of the research in this paper is the development of entrepreneurship based on Pro-poor tourism principles in rural destinations. The aim of the research is to project development models of entrepreneurship based on Pro-poor tourism in the rural environments in Serbia. General analytical-synthetic research method has been applied, in the span of bibliographic-speculative, to empirical approach. The poverty of rural population is a heated problem in many countries, Serbia included. Developing entrepreneurship in the field of tourism stands out as one of the most efficient ways to solve this problem. Focusing on the just allocation of material and immaterial goods in a local community area includes adopting the concept of tourism and entrepreneurship development based on Pro-poor tourism. This includes the development of micro type businesses, small and family companies, the development of tourism business through diversification of products and activities traditional for the households in rural areas, and including the development principle that focuses on the interests of the poorest members of the local community. For this reason, reliance of local resources with promoting local capacities and increasing the participation level of the local community in developmental activities is the key of success of Pro-poor strategies.

Turistička industrija je u savremenim tokovima postala toliko značajna da je svakodnevno prisutna u svim sferama društva. Sa druge strane, imajući u vidu razvoj globalnih odnosa, uočavaju se promene koje imaju sve veći uticaj na budućnost turizma. Ovaj rad ima za cilj da pregledom ponuđene literature ukaže na međuodnos turizma i globalizacije i da metodom funkcionalne analize i sinteze predstavi njihovu povezanost. Takođe, pregledom globalnih turističkih trendova ukazaće se na dominantnost globalnih uticaja i njihovu refleksiju na industriju turizma. Globalni trendovi koji su analizirani u radu odnose se na: ekonomski uticaj, demografske promene, političku (ne)stabilnost i promene potreba savremenih turista. Sve ovo jasno govori da će turizam u budućnosti morati da se prilagođava pojavama izvan svog sektora, i u tome će nesumnjivo biti najznačajnija i ujedno najosetljivija tretiranja globalnih, aktuelnih i budućih trendova koji utiču na proizvodnju i potrošnju turizma., The tourism industry is so important in contemporary era that it is present in all spheres of society on a daily basis. On the other hand, considering the tendency of development of global international relations, changes can be recognized which have an increasing impact on the future of tourism. This paper aims at reviewing the literature to point out the importance of research in the field of tourism and globalization and to present their connections through the method of functional analysis and synthesis. Also, review of the global tourism trends will point to the dominance of global influence and their reflection in the tourism industry. Global trends analyzed in this paper are related to: economic impact, demographic changes, political (in)stability and changing needs of modern tourists. All of the above clearly shows that tourism in the future will need to adapt to occurrences beyond its own sector and this forms undoubtedly the most important and also the most sensitive treatment of global, current and future trends affecting the production and consumption of tourism.

Predmet istraživanja u ovom radu predstavlja razvoj i primena modela preduzetništva u destinacijama ruralnog turizma. Cilj rada je identifikovati ključne oblike preduzetništva u destinacijama ruralnog turizma u Vojvodini. Primenjen je opšti analitičko-sintetički metod istraživanja, u rasponu od bibliografsko-spekulativnog, do empirijskog pristupa. Utvrđeno je da salaši, sela kao turistički proizvodi, etno-kuće i seoska domaćinstva koja pružaju usluge smeštaja i ishrane, eko-aktivni turizam, turistička ponuda hrane i pića proizvedenih u sistemu organske proizvodnje, kao i tradicionalne ruralne manifestacije mogu da budu osnova proizvoda ruralnog turizma Vojvodine. Razvoj ruralnog turizma treba da se zasniva na efektivnom investiranju u turističku ponudu kroz preduzetničke projekte koji su u skladu sa savremenim trendovima na strani tražnje. Investiranje u turističku ponudu u destinacijama ruralnog turizma uticalo bi na rast prihoda od ruralnog turizma, a samim tim i na ekonomski razvoj tih oblasti., The subject of the research in this paper is the development and the application of entrepreneurship in rural tourism destinations. The aim of the paper is to identify key forms of rural entrepreneurship tourism in Vojvodina. General analytic-synthetic method of research was applied, spanning from the bibliographic-speculative to empirical approach. It has been determined that messuages, villages as tourist products, ethno-houses, and rural households that provide services of accommodation and food, eco-active tourism, tourism offer of food and drinks produced in the system of organic production, as well as traditional rural events, can be the basis of rural tourism product in Vojvodina. The development of rural tourism should be based on effective investment in the tourism offer through entrepreneurial projects that are in accordance with modern trends of demand. Investment into tourism offer in rural tourism destinations would influence the growth of income made from rural tourism, and therefore, the economic development of those areas.

Problem siromaštva u ruralnim sredinama predstavlja gorući problem mnogih zemalja. U okviru velikog broja predloga i pristupa za rešavanje ovog problema, razvijanje preduzetništva u oblasti turizma ima sve više zagovornika. Komparativna prednost ovog rešenja odnosu na ostala rešenja leži u činjenici da se turistički razvoj u velikoj meri može bazirati na lokalnim resursima i da preduzetništvo u turizmu može inicirati porast kvaliteta života lokalnog tanovništva. Fokusiranje na pravičnu raspodelu materijalnih i nematerijalnih koristi na području lokalne zajednice podrazumeva usvajanje razvoja turizma i preduzetništva u okviru pro-poor turizma. Zbog toga razvijanje i implementacija modela razvoja preduzetništva mora poštovati utvrđene principe razvoja kroz tri različita segmenta. Prvi segment predstavljaju načela koja se odnose na razvoj preduzetništva, odnosno razvoj poslovanja u formi mikro, malih i porodičnih organizacija. Drugi segment pretpostavlja pravila i načela razvoja preduzetništva i turističkog poslovanja kroz ponudu ruralnog turizma. Specifičnosti ovog segmenta podrazumevaju diverzifikaciju proizvoda i aktivnosti koje su tradicionalne za domaćinstva u ruralnim sredinama. Diverzifikacija aktivnosti od tradicionalno poljoprivrednih ka nepoljoprivrednim aktivnostima predstavlja jednu od prelomnih tačaka u daljem ruralnom razvoju, koji ovim putem ide u smeru smanjivanja rizika kroz obezbeđivanje dodatnih prihoda, ali i drugih nematerijalnih koristi za lokalno stanovništvo. Treći segment podrazumeva uključivanje pro-poor principa razvoja koji u fokus stavlja interese najsiromašnijih pripadnika lokalne zajednice. Zbog toga je oslanjanje na lokalne resurse uz unapređenje lokalnih kapaciteta i povećanje nivoa participacije lokalnog stanovništva u procesima planiranja, odlučivanja i realizacije razvojnih aktivnosti ključ uspeha pro-poor strategija. Ipak, univerzalan model razvoja nije moguć. Svaka lokalna zajednica se odlikuje specifičnim okruženjem. Karakteristik

Među brojnim turističkim atrakcijama u svetu posebno mesto zauzimaju one iz oblasti kulture i kulturnog nasleđa. Kulturni turizam poslednjih godina beleži izuzetno brz rast na globalnom tržištu i zbog toga ne čudi što predstavlja predmet izučavanja mnogih naučnika. Kultura na tlu Vojvodine ima dugu i bogatu tradiciju. Vekovni suživot brojnih nacija neminovno je dovodio do različitih kulturnih uticaja, bogatstva raznolikosti kulturnih izraza i njihovog plodnog prožimanja. U Vojvodini postoji veliki broj tradicionalnih događaja, lokalnih manifestacija i festivala, od kojih su pojedine već prevazišle okvir popularnosti na domaćem tržištu i postale prepoznatljive u regionu i šire. Manifestacije u Vojvodini, prvenstveno u ulozi čuvara nematerijalne kulturne baštine, imaju značajan turistički potencijal. Međutim, veliki broj njih je lokalnog karaktera sa vrlo malim ili zanemarljivim turističkim značajem. Pojedine su vremenom postale finansijski neodržive, a većina nije međusobno prostorno i vremenski usklađena. Ovaj rad ima za cilj da se, kroz mapiranje i prikupljanje podataka, izvrši klasifikacija i tipologija postojećih kulturnih manifestacija na teritoriji Vojvodine i da se, na bazi rezultata fokus grupa, ponude predlozi za njihovo programsko i sadržajno unapređenje koje će dovesti do jačanja kulturnog identiteta i kreiranja kvalitetnog turističkog proizvoda. Konkretni koraci i smernice koje su navedene u ovom radu trebalo bi da budu podsticaj za unapređenja u oblasti kulturnog turizma kroz jačanje turističkog potencijala kulturnih manifestacija u Vojvodini., A special place among tourist attractions belongs to those from the field of culture and cultural heritage. In last decades cultural tourism faced a rapid growth on global market and therefore became a subject of numerous studies. Culture in Vojvodina has a long and rich tradition. Centuries of cohabitation inducted mutual cultural influences of many nations and resulted in a rich cultural diversity of expressions and their fruitful interaction. Today, there is a vast number of local traditional events and festivals in Vojvodina. Some of them exceeded the local market and expanded through the region and beyond. Events in Vojvodina have significant tourism potential, although a majority has a local character with insignificant or no tourist importance. Most of these events are unsustainable as well as spatially and temporally unsynchronized. Using the results of previous mapping, data collection and focus group research, the aim of this paper is to classify all existing cultural events in Vojvodina and propose the guidelines for their improvement in order to strengthen the cultural identity and cultural tourism product. The proposed steps and guidelines outlined in this paper should lead to improvement of cultural tourism, through strengthening tourism potentials of cultural events in Vojvodina.

The development of tourism in protected areas is a particular challenge for the tourism business and nature conservation. The goal of this research is to discuss an approach, or potential model, that would improve the implementation of sustainable tourism in protected and sensitive natural areas. The paper analyses the case of the Balkan Mountains destination in Serbia. In addition to the case study, the authors used the following methods: observation, content analysis and comparative analysis. This study assumes that community-based ecotourism, as a form of alternative tourism, must embrace individual initiatives within the community as a model of sustainable tourism implementation. It is understood that individual local initiatives must be thoroughly reviewed by all stakeholders. Bearing in mind that the inclusive appreciation not only of nature, but also of indigenous cultures that prevail in natural areas is a part of the visitor experience, this empirical research is primarly focused on the local initiatives concerning the quality of visitor experience in the Balkan Mountains. Preference is given to responsible community-based ecotourism initiatives. This could result in many benefits for the local communities.

Procesi globalizacije i integracije su neminovni u svim privrednim oblastima, pa i u turizmu. Potencijalni uspeh vinskog turizma u Sremskim Karlovcima treba da se bazira na diverzifikaciji proizvoda koja podrazumeva upliv turizma i vinarstva u druge privredne oblasti. Prilikom kreiranja ponude vinskog turizma dobro je konsultovati iskustva razvijenih vinskih regija i koristiti njihove modele, što je u ovom radu i učinjeno putem benčmark analize ponude vinarija Sremskih Karlovaca sa vinarijama okruga Ontarijo (Kanada) i mesta Viljanji (Mađarska). Cilj ovog rada je utvrditi moguće pravce razvoja integralnog proizvoda vinskog turizma Sremskih Karlovaca kao preduslova integracije u regionalnu turističku ponudu. Istraživanje ukazuje da vinsko-turistička ponuda Sremskih Karlovaca nije dovoljno razvijena. Veliki broj oblasti diverzifikacije proizvoda je neprepoznat. Budući razvoj vinarija u Sremskim Karlovcima se treba bazirati na osvajanju upravo tih područija. Tako kreiran turistički proizvod mogao bi lakše biti integrisan u regionalnu vinsku turističku ponudu., Integration and globalisation processes are unavoidable in all fields of business economy, including tourism. Potential success of wine tourism in Sremski Karlovci should be based on diversification of products that entails an influx of tourism and winemaking into other fields of economy. During the development of wine tourism offer, it would be advisable to consult the experiences of the developed wine region and to use their models, which is done in this paper, via benchmark analysis of offers of Sremski Karlovci wineries with those of the Ontario region (Canada) and the place of Villány (Hungary). The goal of this paper is to establish the possible directions of development of the integral product of wine tourism of Sremski Karlovci as a prerequisite for integration into the regional tourism offer. The research indicates that wine tourism offer of Sremski Karlovci is underdeveloped. A large number of product diversification fields are not recognised. The future development of Sremski Karlovci wineries should be based on conquering of those very fields. Such a tourism product could more easily be integrated into the regional wine tourism offer.

Smanjivanje siromaštva predstavlja jednu od primarnih aktivnosti koje moraju sprovoditi kako razvijene zemlje, tako i zemlje u razvoju. Budući da turizam ima veliki uticaj na ekonomiju i na globalnom i na lokalnom nivou, implementiranje ciljeva smanjenja siromaštva kroz strategije pro-poor turizma predstavlja obaveznu aktivnost pri sastavljanju agende razvoja turizma. Ove strategije imaju za cilj povećavanje ekonomskih i socio-kulturnih koristi za lokalno stanovništvo. Teorijska podloga za kreiranje ovih strategija gotovo da i ne postoji, ali bogatstvo 'malih' inicijativa predstavlja put koji nam može pokazati dalji pravac delovanja. Kritike strategija pro-poor turizma i problemi koji se javljaju u praksi ne smeju biti zanemareni, budući da je njihova identifikacija ujedno prvi korak ka njihovom rešavanju i unapređenju postojećih strategija. Uzimajući ovo u obzir, ovaj rad ima za cilj da ukaže na dobre i loše strane primene principa pro-poor turizma. Predmet ovog rada je identifikovanje ključnih determinanti strategija ove vrste turizma, ali i šta je to što treba učiniti da pozitivnu stranu ovog turizma podjednako osete investitori, turisti i lokalno stanovništvo., Reducing poverty is one of the primary activities that must be implemented by developed countries and developing countries alike. Seeing as tourism has a major impact on the global and local economy through the implementation of the objectives of poverty reduction, the pro-poor tourism strategy must be included in the agenda of tourism development. The aim of the pro-poor strategy is to increase the economic and socio-cultural benefits for the local population. The theoretical frame for the creation of these strategies is almost inexistent, but a number of small initiatives is what indicates the further course of activities. Criticisms of the strategy of pro-poor tourism and problems occurring in practice should not be ignored, because the identification of these problems is the first step toward solving them and improving the existing strategies. Therefore, this paper aims to point out the advantages and disadvantages of applying the principle of pro-poor tourism. The subject of the paper is the identification of the key determinants of pro-poor tourism strategies and the requirements for the investors, tourists and local people to reap the benefits of pro-poor tourism.

U protekle dve decenije, postizanje održivosti aktivnostima je često pominjani cilj preduzeća, vlada i neprofitnih organizacija. Merenje stepena sprovodenih aktivnosti organizacije na održiv način može da bude veoma teško. Razvoj održivog turizma zahteva takav proces planiranja i upravljanja koji će objediniti interese različitih zainteresovanih strana na održiv i strategijski način. To traži razumevanje značenja održivog razvoja i vodećih vrednosti za promociju održivog turizma. Ukazuje se na značaj međusektorskih partnerstava i uloge pojedinih interesnih grupa u planiranju projekata održivog turizma. Poseban značaj daje se lokalnoj zajednici od koje se zahteva spremnost da razume uticaje turističke privrede, kao i različite procedure za angažovanje u participativnom planiranju, izgradnji konsenzusa i razrešavanju konflikata među zainteresovanim stranama. Cilj ovog rada je pronalaženje optimalnog modela planiranja projekata održivog turizma, koji bi vodio računa o interesima svih zainteresovanih strana i odražavao specifičnosti koje nameće prihvatanje koncepta održivog razvoja od strane svih učesnika u projektu., In the past two decades, companies have been mentioning achievement of sustainability in their activities as a target of companies, governments and non-profit organizations, although measuring the degree to which an organization conducts its activities in a sustainable manner, can be very difficult. Sustainable tourism development requires a process of planning and management that will unite the interests of various stakeholders in a sustainable and strategic way. It requires an understanding of the meaning of sustainable development and guiding values for promoting sustainable tourism. The paper points to the importance of cross-sector partnerships and the roles of different stakeholders in the planning of sustainable tourism projects. Special importance is given to the community of which a willingness to understand the impacts of tourism industry is expected, as well as various procedures of engagement in participatory planning, consensus building and conflict resolution among all stakeholders. The aim of this research is to find an optimal model of planning of sustainable tourism projects that would take into consideration the interests of all stakeholders and reflect the specificities imposed by the acceptance of the concept of sustainable development by all participants in the project.

Oživljavanje fruškogorskih sela i sprečavanje njihovog nestajanja podrazumeva aktiviranje privrednih aktivnosti koje će obezbediti egzistencijalne uslove za život na selu. Jedna od alternativa jeste turističko oživljavanje sela kroz stvaranje kvalitetnih turističkih proizvoda i/ili usluga koji bi se mogli tržišno realizovati. Udruživanjem fruškogorskih sela i manastira mogli bi se obezbediti neophodni resursi. Međutim, pre planiranja turističkih proizvoda i usluga neophodno je ispitati ciljno tržište tražnje i utvrditi da li postoji potencijalna turistička tražnja koja bi nakon tržišnog aktiviranja turističkih proizvoda i usluga mogla generisati i realnu tražnju. Stoga je predmet ovog rada ocena stavova i mišljenja stanovnika grada Novog Sada o pojedinim oblicima turističkog proizvoda/usluga koji bi mogli predstavljati deo ponude fruškogorskih manastira i sela sa ciljem da se dokaže ili opovrgne opravdanost programiranja turističkih proizvoda i usluga fruškogorskih sela i manastira i njihov plasman na turističko tržište. Istraživanje je obuhvatilo 75 punoletnih ispitanika koji žive na teritoriji grada Novog Sada. Kao instrument istraživanja korištena je anketa, a dobijeni podaci su obrađeni statističkom analizom. Rezultati su pokazali da stanovnici Novog Sada prepoznaju manastire i sela Fruške gore kao dragocen resurs za građenje turističkih proizvoda i usluga, te da postoji visok nivo zainteresovanosti za ovakvu vrstu turističkih proizvoda i usluga koja može rezultirati zadovoljavajućom realnom turističkom tražnjom., If the revival of Fruška gora villages is to be achieved and their extinction prevented, economic activity must be revived, thus enabling the existential conditions for country life. One of the alternatives is to revive the tourist village through the creation of high-quality tourism products and/or services that could be realized on the market. Merging of Fruška gora villages and monasteries may be provided with the necessary resources. However, before planning the tourist products and services, it is necessary to examine the target market demand and determine if there is potential for travel demand. If so, it would generate realistic demand after a market activation of tourism products and services. Therefore, the subject of this paper is rating of attitudes and opinions of the residents of the city of Novi Sad of the particular forms of tourism products / services that might be a part of the offer of the Fruška gora monasteries and villages in order to prove or disprove the validity of the programming of tourist products and services in Fruška gora villages and monasteries, as well as their placement on the tourist market. The study included 75 adult respondents who live in the city of Novi Sad. Survey was used, and data were analyzed by statistical analysis. The results showed that the residents of Novi Sad recognize monasteries and villages of Fruška gora as a valuable resource. There is a high level of interest in this type of tourist products and services that can result in a satisfactory real travel demand.