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Diverse socializing patterns in rural tourist experiences – a segmentation analysis

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  • Elisabeth Kastenholz
  • Maria João Carneiro
  • Celeste Eusébio

Abstract

Tourism is a social phenomenon and host–guest interaction has been identified as particularly relevant in the rural tourism experience. This paper extends previous research on social interaction, rural tourism and experience marketing, by analysing, via visitor survey (N = 819), the contacts that visitors of three Portuguese villages establish with (a) residents and (b) other visitors during their stay. A cluster analysis based on interaction patterns identifies three distinct visitor groups: those showing little interest in interaction with others, those mainly interacting with other visitors and those intensely interacting with residents. Significant differences between segments reveal distinctly lived rural tourism experiences and a positive impact of socializing on these experiences. Destination management and marketing implications as well as suggestions for future research are also presented.

Suggested Citation

  • Elisabeth Kastenholz & Maria João Carneiro & Celeste Eusébio, 2018. "Diverse socializing patterns in rural tourist experiences – a segmentation analysis," Current Issues in Tourism, Taylor & Francis Journals, vol. 21(4), pages 401-421, March.
    • Handle: RePEc:taf:rcitxx:v:21:y:2018:i:4:p:401-421
    DOI: 10.1080/13683500.2015.1087477
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    Cited by:

    1. Li, Yuxin & Yao, Zili & Guo, Zhanfeng, 2023. "Willingness to pay and preferences for rural tourism attributes among urban residents: A discrete choice experiment in China," Economic Analysis and Policy, Elsevier, vol. 77(C), pages 460-471.

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