An observational study of the Herbig AE star VV Serpentis, and of stars with reflection nebula associated with its dark cloud.

We have obtained uvbyβ, JHKLM and α(16)Λ(9) photometric data and high and median resolution spectra of VV Serpentis and of 12 selected stars with reflection nebula (R-stars) in its vicinity. The observational data are used to determine types, luminosities, interstellar reddening and a better distance for the objects and the dark cloud in which they are embedded. We found a steeper than normal total to selective interstellar extinction ratio of 3.7±0.3 towards this region. The derived distance to the Serpens cloud based on 4 stars is 245 ± 30 pc. It is established that VV Ser is a pre-main sequence Herbig Ae star of spectral type A2 and luminosity L > 42 L_sun. This situates the star above the main sequence. A simple model consisting of an inhomogeneous disk is suggested to explain the observed properties of the star. Star Nr. 14 is a new Herbig Ae/Be star candidate. We also report 13 new Hα emission star candidates, probably associated to this cloud.