The background and market profile of tourism in rural areas in the portuguese north and central region.

Abstract

Tourism in rural areas is the topic of this study. The major emphasis is the profile and motivation of its demand. The perspective is one of marketing, focusing on the characteristics, needs and desires of the clients of this market as a basis for its development. Of particular interest will be the eventual existence of different market segments, on the basis of different benefits sought. This will be analyzed in respect to the summer tourist market of selected rural areas in the Portuguese Northern and Central Regions. Results should provide insight in the constitution and causal forces of the market, a better understanding of clients and thus present an important marketing aid for further directing supply and promotional efforts(...)