The transportation needs of the rural population differ significantly from those of the urban population in many areas. Clear transportation demand management methodologies are either nonexistent or not advised in rural areas without first undertaking transportation research, with the exception of highly industrialized nations. Cooperative transportation policies for urban and rural populations have the effect of forcing financial losses on rural populations under the pretext of sustainability. These policies are found in both West Balkan and global countries. This outcome runs counter to the strategic goals of the majority of sustainable mobility initiatives, which center on reducing socioeconomic exclusion and the gaps between urban and rural areas. As a result, the management of transportation needs in rural regions needs to be predicated on the unique features of the rural environment and the actual transportation options that the rural populace has access to. To that end, pilot transportation research has been carried out in rural areas near a single small town in Central Serbia. These areas, based on numerous rurality characteristics, represent typical Serbian rural populations. The research's objectives were to identify factors influencing transportation demand as well as the unique characteristics of rural areas that should be taken into account when managing transportation demand. A specifically created household survey intended for rural areas was the means by which the data were gathered. The most significant elements influencing both farm and non-farm households have been identified as a result of the findings, and a generalized technique for managing the demand for rural transportation has been developed. A closer look at the overall findings reveals that, in order to prevent transportation from becoming a barrier to rather than a driver of rural economic and social development, sustainable transport policy should be founded on the unique needs of rural transportation. Therefore, transportation of underprivileged groups, including the old, young, and women, requires special care.