‘Forgotten communication’ - The case study of sustainable rural development through rural tourism – project of mini camping sites in western Serbia -

Abstract: This Project Work looks into the communicational dimension of onedevelopment strategy for rural development through tourism in rural areas ofwestern Serbia. In 2011 the regional Development agency of Uzice -‘Zlatibor’, together with the Camping Association of Serbia started a projectof mini camping sites in the rural areas of western Serbia. The aim was tomeet an unemployment issue by capacitating and empowering locals to takean active part in rural camping tourism. The purpose of this study is todetermine both strengths and weaknesses in the development project from acommunicational point of view. The methods used to gather data in thisresearch are qualitative semi structured interviews and participantobservation. The study examines the presence and/or absence of C4D in thestrategy’s planning and implementation, and considers ways in which astronger and clearer focus on C4D could lead to enhancement of the processof community-based development in the rural area and building of touristcapacities within the local community. The findings of the study indicate thatan unclear responsibility sharing between stakeholders and neglecting of thecommunicational aspect in the planning and implementation of the projectcould lead to an insufficient communication among participants. This lackingcommunication has shown to suppress the full potential of the developmentproject.