RURAL ENTREPRENEURSHIP IN THE ERA OF DIGITALIZATION: EXAMPLE OF MACEDONIA
Tourism is an area that fosters economic development with great influence on other forms of tourism development. The pronounced digitization processes in all segments of the operation cause changes in the rural tourism sector. This paper focuses on influence of digitalization among the enterprises in the field of rural tourism. The research of the paper uses survey questionnaire method and it represents the perception of the representation, information and the need for digitalization in the rural tourism sector. The obtained results of the survey confirmed the basic hypotheses that digitalization has an impact on rural tourism development, as there is a strong need for information and financial support in this sector. In the conclusion, the paper offers guidelines and proposals for the development of rural tourism using the opportunities of digitization, in order to overcome the established situation.
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