Abstract
The study investigates how farm stay owners in Serbia and Hungary understand and implement the Farm-to-Fork (F2F) strategy, with a focus on tourism sustainability and community development. It aims to examine perceptions of food quality and safety and assess readiness to adopt sustainable agricultural practices.The research is based on survey data collected from farm stay owners in both countries. Cluster analysis was employed to identify dominant farm-stay profiles. At the same time, descriptive and factor analysis of measurement constructs were used to evaluate the influence of attitudes, perceptions, and preparedness on the implementation of the F2F strategy. The analyses show that perceptions of food quality and safety, attitudes toward the strategy, and willingness to support sustainable practices significantly shape F2F adoption. Hungarian hosts display higher implementation readiness than those in Serbia, reflecting differing socioeconomic conditions and regulatory environments. The comparative findings underscore the importance of context-specific approaches to sustainability in post-communist rural areas. The study demonstrates that effective implementation of the F2F strategy requires tailoring sustainability initiatives to local conditions. Its comparative perspective advances understanding of how varying levels of development and EU integration shape the sustainability of agritourism, offering insights relevant to post-communist rural contexts and beyond.