The moderating role of familiarity in rural tourism in Spain

A review of the literature suggests the importance of a customer's attitude for the cognitive–affective process that derives from a transaction specific to a particular object. The authors examine how tourists’ attitudes toward rural tourism, as a new form of tourism, can affect both the quality and the satisfaction that the tourist associates with a specific facility. Although the authors do not find discriminant validity between perceived quality and satisfaction, the analyses confirm the positive effect of attitude toward rural tourism on perceived quality and the moderating role of familiarity, such that more experienced tourists experience less altered evaluation results.