Abstract: “Prices in the tourism market are formed at the levels where supply and demand meet. Given the specifics of the tourism market, in most cases the price formation includes an intermediary (travel agency, travel sales agent, etc.) that raises the price level to very substantial percentages compared to the price offered by bidders. The aim of this paper is to analyse the possibilities of independent advertising of owners of small holiday homes on the market, i.e. to investigate whether there are more costeffective ways of independent sale of accommodation services compared to conventional business through agencies or agents. The authors assume that the owners of holiday homes can operate more profitably and increase their profitability by promoting themselves independently on the”

Keywords: Rural tourism, small entrepreneurs, holiday homes, independent advertising