Characteristics of Entrepreneurial Ventures of Female Entrepreneurs in Rural Tourism on the Territory of Ap Vojvodina

This study follows the development and transformation of the socio-economic aspect of entrepreneurial ventures of rural women, who live and do business on the territory of AP Vojvodina. The aim of the research was to analyze the relationship between the development of rural tourism and female rural entrepreneurship, as well as the characteristics of their entrepreneurial ventures. Qualitative research was conducted based on the application of a combined method - multiple case and biographical, with an emphasis on the attitudes of the interviewees. The results support the observed characteristics of lifestyle entrepreneurship, a strong family pattern in the value system of business, and a sense of „life and business“ in harmony with the environment and cultural values of the community. The main issue that regards the development of capacities for rural tourism is related to the lack of systematic institutional support, financial challenges and socio-cultural limitations.