Keys to the success of Rural Tourism: evidence from tourist loyalty in the Rede das Aldeias do Xisto

Abstract

Rural Tourism (RT) has shown a remarkable growth in recent years, due to factors that affected both supply and demand. On the supply side, many rural areas have invested on RT as an alternative to alleviate their multiple problems. On the demand side, a large and growing number of people began looking for tourist products and models in contact with nature, in rural, quiet and relaxing environments. In such a competitive environment as the present, the success of rural destinations will depend to a large extent on tourist loyalty. This paper analyses the loyalty of Portuguese tourists who visited one or more of the "Aldeias do Xisto" in Central Portugal, as well as the inter- connections with motivation and tourist satisfaction. The results should serve as an aid to decision-making and to design effective marketing strategies in rural areas.