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This paper gives an overview of the quality of tourism service in rural areas of the South Bačka District, one of the most economically developed parts of Serbia. The main objective of the research is to determine the correlation between the expected and perceived values of the quality of service by collecting and processing data. The modified SERVQUAL questionnaire was applied in the study, and all obtained data were analyzed in the SPSS software 23.00. As a result of the survey, it was found that tourists had significantly higher expectations than perceived service. The results obtained can serve for broader thematic research and contribute to the definition of appropriate corrective actions to improve the quality of tourism services in the selected rural area. Moreover, these are the key propositions to start an initiative for the improvement of tourism services in any undeveloped rural setting with a tourism offer. The results provide tourism organizers and local authorities with important visitors’ perpceptions pertaining to the quality of rural tourism service.

Summary. Three year-long botanical field investigations of the central part of the South Bačka loess terrace were conducted with the purpose to determine the floristic diversity of this primarily agricultural area. A total of 518 vascular plant taxa (504 species and 14 subspecies) were registered and classified into 102 families and 316 genera. The families with the most representatives were Asteraceae, Poaceae, Rosaceae, Fabaceae, Lamiaceae, and Brassicaceae, while the most species-rich genera were Euphorbia, Prunus, Potentilla, Ranunculus, and Rumex. Floral elements were grouped into eight areal types, dominated by the Eurasian areal type. Also, of the 54 noted adventive taxa, 41 had an invasive character. The biological spectrum was characterized by the domination of hemicryptophytes and therophytes. The presence of twenty protected plant species and six tertiary relicts was registered.