Fonte: Journal of Tourism & Development; n. 3 (2005); 21-33
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Resumo: Rural tourism has been identified as an opportunity for diversifying Portugal's tourism supply and destination image, capable of attracting 'new tourists' to 'new destinations' and stimulating correspondingly regional development. However, the degree to which this tourism form is actually capable of corresponding to the diverse and high expectations depends, apart from the real potential of the destination, on the capacity to attract and satisfy a heterogeneous and demanding market. In this context market research is paramount, permitting an understanding of the destination's visitors, their behaviours, motivations, perceptions and frustrations. The relevance of this data for defining marketing strategies at the destination levei will be discussed, based on results of a market study undertaken in rural áreas in North Portugal.
