Assessment of Service Management in Rural Tourism Contexts

Tourism is an increasingly segmented activity with distinct individual interests. In particular, rural tourism has received the attention of several academics in different areas of knowledge. In a pandemic scenario (i.e. COVID-19) and in a post-pandemic context, tourist consumers have shown a special desire for pleasant, calm spaces with few clusters of respondents. Thus, segment tourism (e.g. agritourism) has reinforced its importance throughout the year 2020. This study aims to understand some of the main trends in tourist segmentation in the context of rural tourism. Preliminary research was conducted to develop the research instrument. Details of the preliminary research are given below. After the collection of the preliminary data, empirical data would be collected through fieldwork. This study discusses the growing phenomenon of rural tourism and the perspective of relationship marketing associated with specific contexts of rural tourism. The research study brings together a proposed conceptual model to test empirically to understand some of the main determinants of tourist demand in rural tourism environments and their behavioural intentions.