FOSTERING RURAL TOURISM DEVELOPMENT – QUADRUPLE HELIX MODEL APPROACH

Jelena Ješić; Radovan Pejanović

Jelena Ješić Educons University, Faculty of Business Economy
Radovan Pejanović University of Novi Sad, Faculty of Agriculture

Keywords: entrepreneurship, sustainable development, quadruple helix model, rural tourism, innovation system, knowledge management

Abstract

The transformation of traditional rural economies into entrepreneurial economies in the transition countries is a very complex process. The individual entrepreneurial role in the field of rural tourism is the main strength for development. The aim of the research is emphasizing entrepreneurship role in rural tourism development in the national rural area, in the context in which governments, universities and other civic organizations could and should take part in forming solid regional systems for supporting rural tourism development. The synergy between university, government, industry and society in form of quadruple helix model, on different system levels (regional, national, international) could form basis for specific area development. The Quadruple Helix Model addresses new form of knowledge production and sees the university as part of a reciprocal relationship with society, industry and government.

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