Elisabeth Kastenholz

Segmenting Tourism in Rural Areas: The Case of North and Central Portugal

The primary purpose of this study was to segment and profile the needs of rural tourists so as to provide a better understanding of rural tourism in Portugal. A self-administered survey in four languages was obtained from 200 visitors in the study area. Four useful benefit segments were identified, and implications for market development are discussed.

Analysing determinants of visitor spending for the rural tourist market in North Portugal.

This paper investigates if and to what extent socio-demographics and travel-related variables determine the individual daily and individual overall expenditure levels of tourists staying in rural areas of North Portugal. This analysis may help to increase understanding of the role that particular tourist segments and travel contexts play in enhancing the economic development of such areas. The results point to the relevance of variables such as age, domestic versus international markets, duration of stay and diverse benefits sought. The implications for destination marketing are discussed, as are further sustainability goals for tourism development in rural areas.

‘Cultural proximity’ as a determinant of destination image

This article studies the effect of ‘cultural proximity’ on the way tourists perceive North Portugal as a rural holiday destination. Based on results of a one-year-long survey (N= 2280), the author questions if there is a relationship ‘the culturally closer the tourist, the better destination image’, as expected when following assumptions from product[destination]-self-congruity theory. Eventual moderating effects of Plog’s ‘psycho-graphic traveler type’ are also studied. Results confirm an impact of ‘cultural proximity’ on destination image, however not exactly in the direction indicated by product-self-congruity theory. Indeed, those visitors that are neither closest nor most distant in terms of ‘cultural proximity’ reveal the most positive destination image. The need most tourists feel for a balance between novelty and familiarity, as suggested by some researchers, appears as a reasonable explanation of these findings.

Food tourism, niche markets and products in rural tourism: combining the intimacy model and the experience economy as a rural development strategy

The countryside hosts an increasing number of alternative food networks: rural tourists can play an important role in acting as both consumer and “cultural broker” between these networks. This paper provides a theoretical framework for niche marketing food specialties in rural tourism by combining two different consumer behavioural theories, the “experience economy” and the “intimacy” model, representing a reorientation from classical marketing thinking. It explores the meaning of local food, including the pursuit of reconnection with nature, resilience to globalisation, the role of local food in reinforcing personal identity, the search for freshness, taste and authenticity, support for local producers, and environmental concerns. It considers the challenges for rural entrepreneurs and policy makers in marketing food specialties and rural regions to the post-modern consumer. Using examples derived mostly from secondary literature it identifies seven dimensions that elevate food products to an appealing culinary niche, namely, coherence, anti-capitalistic attitude, struggle against extinction, personal signature, mutual-disclosure, rituals of spatial and physical proximity, and sustainability-related practices. Food providers may use these features to signal food distinctiveness to rural tourists; policy makers can include them in their regional development models to enhance rural tourism without altering historically, socially, and environmentally layered culinary traditions.

Hiking as a relevant wellness activity - results of an exploratory study of hiking tourists in Portugal applied to a rural tourism project

New forms of tourism are gaining ground throughout the world. Nowadays, successful tourism destinations must offer variety and new tourism products, addressing special interest niches. One increasingly popular tourism product is health and wellness tourism. The wellness concept typically integrates physical activity combined with relaxation of the mind and intellectual stimulus, enhancing well-being through a balance of the body, mind and spirit. Promoting well-being is a relevant motive of most tourists and should be regarded in any tourism marketing strategy. Hiking is an appropriate activity to integrate in a wellness tourism context, being since long a strategically developed recreational and tourism activity in many European countries. In the present study we show the results of an exploratory survey of hikers in Portugal and discuss possible implications on planning and management of rural tourism destinations, with emphasis on the creation of integrated wellness products. Results were used for developing a more holistic tourism offer within the European Network of Village Tourism.

Host–guest relationships in rural tourism: evidence from two Portuguese villages

Rural tourism is receiving increasing interest, but not all areas have the same tourism potential, whereas evidence also reveals negative impacts on tourism. It is therefore important to analyse the tourism phenomenon at the local scale and understand a most important dimension of the rural tourism experience – social interaction. This is sought and appreciated, for distinct reasons, by both tourists and local communities, but little is still known about concrete interactions taking place, how these are interpreted, and may become more satisfactory for all involved. These questions are discussed based on results of an in-depth, qualitative approach on rural tourism in two Portuguese villages, comparing perspectives of hosts and guests, as well as of two distinct destination realities.

Rural tourism: the evolution of practice and research approaches – towards a new generation concept?

This paper charts the evolution of rural tourism in the developed world as an alternative tourism form, popular since the 1970s with the market and with policy makers as a rural regeneration and conservation tool. It outlines parallels with the Butler tourism area life cycle: emergence; volume growth, complexity and geographical spread; followed by problems arising from increasing competition, lack of governance and leadership, societal change and technical developments. Research responses to rural tourisms growth and change are examined, analysing 1848 articles published since 2000 by interrogating Scopus to reveal responses by subject category and geographic distribution. The papers in the Journal of Sustainable Tourism’s new rural tourism Special Issue are discussed, noting how researchers have explored the conversion of rural tourism from sightseeing to numerous experiential activities, together with papers discussing governance, leadership, networking, product development and marketing. The paper concludes by calling for the research-led creation of a New Generation Rural Tourism, based on informed destination development and management, better understanding of markets and modern marketing, and professional approaches to holistic and sustainability enhancing management. The formation of an international rural tourism research group to explore, assist and assess New Generation Rural Tourism is suggested.

Seasonality in rural tourism – the case of North Portugal

Purpose – In this paper, the aim is to discuss and analyze seasonality of demand within the rural tourist market of North Portugal and corresponding destination marketing implications.Design/methodology/approach – The data (n=2280) were collected through a large‐scale survey in the context of a study of the rural tourist market in North Portugal, from 1998 to 1999.Findings – Results reveal statistically significant differences between those coming in the high versus low season, concerning tourist profile, travel behavior, motivations and perceptions of the destination.Research limitations/ implications – The study results may only be valid for the specific rural region studied, which would make replication studies in other rural destinations desirable to take more generalizable conclusions.Practical implications – Understanding seasonal market differences and confronting them with the destinations resources may contribute to the development of more attractive products and correspondingly to the destinati...

The influence of terrorism risk perception on purchase involvement and safety concern of international travellers

Abstract Using a sample of 600 international tourists travelling in Portugal, Spain and Italy, this study identifies key issues related with terrorism, risk perception, involvement and safety concerns of international tourists. A structural equation model reveals that tourists are motivated to acquire information about terrorism in the media, revealing attention to and interest in news regarding this topic, which in turn influences directly their risk perception. This risk perception influences directly the tourist’s involvement in trip planning, specifically information seeking before and during the trip. Tourists’ risk perception and involvement finally influences their safety concern. Discussion centres on the implications of this model for both theory and tourism management strategies. Last, recommendations are proposed to tourism service and destination managers and promoters regarding ways to deal with terrorism and tourists’ safety concerns.

Contributions of tourism to social inclusion of persons with disability

Tourism, although a relevant part of the modern lifestyle in economically more developed countries, is even in these countries not accessible to all, with particular barriers existing for persons with disabilities. These barriers are not only physical, but also internal, cultural and social. Tourism and leisure have revealed many benefits for individuals with a disability, enhancing personal development, quality of life, recovery and contribution to social inclusion. This article discusses the potential of tourism for people with disability and presents the results of an exploratory study undertaken in Portugal aiming at a better understanding of this market and its profile, desires and constraints experienced when participating in holidays and leisure activities. This information should contribute to the debate on the potential contributions of tourism to improving social inclusion of persons with disability, while simultaneously permitting tourism providers to better integrate this group in their clientele.