What has significantly attracted the attention of the general public is the impact of Covid-19 on the tourism sector, which, last year, suffered daily immeasurable losses. The Covid-19 virus pandemic has so far affected all aspects of human life and activity around the planet in an extremely invasive way. Research limitations are presented and recommendations for future research are given. Therefore, measuring the perception of service quality through the RURALQUAL scale can help owners of rural tourist lodgings in obtaining feedback on the quality service provided, in order to implement an adequate strategy to improve the quality of services in rural tourism. Factors are marked as: professionalism and basic benefits tangibility and reservation complementary benefits and environment. The principal components analysis findings, after rotation produced a clear factor structure with relatively high loading and minimal item overlap, indicating factor independence. The principal components analysis singled out three factors that explain 57.87% of the variance. The assessment of the perception of the actually provided service is the lowest for the tangibility dimension. The findings of the descriptive statistical analysis indicate a high assessment of the perception of service quality in rural tourism in the Republic of Serbia, while professionalism and basic advantages were singled out as the most important dimensions of service quality. The research was conducted during January and February 2020, using the questionnaire technique, on a sample of 298 respondents. The aim of this research is to measure the perception of services quality in rural tourism in the Republic of Serbia using the RURALQUAL scale, and to determine its factor structure as well. It can be concluded thatin order to develop sustainable rural tourism, financial investments are needed, both at the level of service providers and at the macro level. The results verified that rural tourism entities were not making sufficient investments due to lack of financial resources, i.e., adequate financing modalities. It was found that there is a high correlation between the amount of income generated and the structure of the workforce.
The findings confirmed the main hypothesis that financial resources are a significant limitation of the development of sustainable rural tourism. The secondary one was to analyze the factors that may influence the self-financing capacity of rural tourism service providers. The primary aim of the research was to look at the problems in financing sustainable rural tourism in the case study of Serbia. Rural tourism is often considered to be a factor in the development tendencies of rural space, a factor in the development of agriculture, as well as a factor in reducing rural depopulation.
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