• Tourist destinations
• Serbia
• Image
• Destination
• Italia

Serbian tourism has been developing in recent decades with the considerable increase in the number of international tourists. Among west European countries, Italy is one of the most potential tourist markets for Serbia. This study focuses on figuring out the image of Serbia as a tourist destination in Italian people’s perception. It also aims to explore the influential degree of these image characteristics on travelers’ decision-making and the obstacles limiting Italian tourists from travelling to Serbia. A research instrument comprised of structured and unstructured methodologies was employed.