The area of the Cetina region is known for its numerous natural and cultural beauties, interesting and long-lasting traditions and customs, which makes it an ideal destination for rural tourism. However, rural tourism in the area is still underdeveloped, and the Cetina region is facing severe depopulation and poor economic conditions. The development of rural tourism can improve the economic situation by creating new jobs and encouraging agricultural production. The purpose of this paper was to investigate the importance of the quality of attractive and receptive factors of the rural tourist offer for visitors in the Cetina region. Although the Cetina region is extremely rich in natural and cultural-historical resources that are suitable for the development of rural tourism, a major problem is the lack of accommodation capacity, as well as the lack of additional tourist content, especially for young people. The research showed that the demographic characteristics of the respondents affect the perception of the quality of attractive and receptive elements of the rural tourist offer of the Cetina region. When it comes to the intention of visitors to recommend Cetina region to others, the receptive elements have a more significant impact than the attractive ones. Furthermore, when it comes to the intention to return, research has shown that the quality of the receptive elements significantly affects the intention to return, while the quality of the attractive elements is not statistically significant.