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Rural tourism activities in mass tourism destinations: residents vs non-residents perspectives

Rural tourism activities in mass tourism destinations: residents vs non-residents perspectives This paper aims to examine rural tourism preferences as an alternative niche market to mass tourism destinations. The analysis discusses the differences in perceptions and willingness to pay (WTP) for various packages of rural tourism activities in Gran Canaria Island among residents and non-residents.Design/methodology/approachThe analysis is based on a convenience sample of potential young customers who are familiar with outdoor recreational activities in nature. This study considers a discrete choice experiment that includes the type of accommodation as well as four types of rural tourism activities: active, passive, cultural and aquatic. The degree of preference for the considered attributes is obtained from the estimation of different discrete choice models.FindingsResults reveal that the inclusion of the investigated attributes in holiday packages increases tourists’ utility, which motivates the promotion of rural tourism for young residents and non-residents. The most significant differences in perceptions of attributes between residents and non-residents were found in the activities of diving/snorkelling and stargazing, as well as the type of accommodation and package price.Practical implicationsThis study will contribute to a better understanding of an alternative tourism market which will help key stakeholders in the tourism sector to better serve this important segment of the industry and to encourage more sustainable tourism in the future.Originality/valueTo the best of the authors' knowledge, this is the first study evaluating the WTP for rural tourism packages as a more sustainable alternative in mass tourism destinations and taking into account resident vs non-resident perceptions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Tourism Review Emerald Publishing

Rural tourism activities in mass tourism destinations: residents vs non-residents perspectives

Fichter, Tim; Román, Concepción
Tourism Review , Volume 78 (3): 16 – May 25, 2023
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References (48)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1660-5373
eISSN
1660-5373
DOI
10.1108/tr-05-2022-0225
Publisher site
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Abstract

This paper aims to examine rural tourism preferences as an alternative niche market to mass tourism destinations. The analysis discusses the differences in perceptions and willingness to pay (WTP) for various packages of rural tourism activities in Gran Canaria Island among residents and non-residents.Design/methodology/approachThe analysis is based on a convenience sample of potential young customers who are familiar with outdoor recreational activities in nature. This study considers a discrete choice experiment that includes the type of accommodation as well as four types of rural tourism activities: active, passive, cultural and aquatic. The degree of preference for the considered attributes is obtained from the estimation of different discrete choice models.FindingsResults reveal that the inclusion of the investigated attributes in holiday packages increases tourists’ utility, which motivates the promotion of rural tourism for young residents and non-residents. The most significant differences in perceptions of attributes between residents and non-residents were found in the activities of diving/snorkelling and stargazing, as well as the type of accommodation and package price.Practical implicationsThis study will contribute to a better understanding of an alternative tourism market which will help key stakeholders in the tourism sector to better serve this important segment of the industry and to encourage more sustainable tourism in the future.Originality/valueTo the best of the authors' knowledge, this is the first study evaluating the WTP for rural tourism packages as a more sustainable alternative in mass tourism destinations and taking into account resident vs non-resident perceptions.

Journal

Tourism Review – Emerald Publishing

Published: May 25, 2023

Keywords: Discrete choice experiment; Willingness to pay; Rural tourism; Nature-based active tourism; Tourism demand; Global pandemic; 离散选择实验; 支付意愿; 乡村旅游; 基于自然的积极旅游; 旅游需求; 全球流行病。; Experimento de elección discreta; Disposición a pagar; Turismo rural; Turismo activo en la naturaleza; Demanda turística; Pandemia mundial

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