Understanding and managing the rural tourism experience — The case of a historical village in Portugal

As an industry tourism is often perceived important as a means of development in marginal rural zones, such developments are thought to appeal to a post-modern market seeking ʻunique’ experiences. This paper examines the rural tourism experience offered by a small village in Central Portugal that uses its heritage and traditions to offer such experiences. The case, derived from interviews, analyses the experience of tourists and residents, the interactions between different stakeholders, impacts and marketing implications. It concludes that social, emotional and symbolic dimensions of the experience, associated with rurality, are important determinants of tourist satisfaction.

► Visitors, residents, and other stakeholders view the experience distinctly.
► Tourists stress contrast to urban life, nature, history and heritage.
► Emotions and sensory elements stand out, the social dimension is underrepresented.
► The transitory experience is rather passive, a tourist gaze.
► Arousing, meaningful experiences via new, locally embedded activities, themes.