Managing Rural Tourist Experiences: Lessons from Cyprus

Abstract

Purpose

The purpose of this chapter is to evaluate the management of the rural tourist experience in Cyprus. In doing so, it specifically attempts to examine rural tourists’ experiences in relation to travel motives and activities performed in rural areas in Cyprus, explore overall satisfaction with the rural tourist experience with regard to several physical, social, and symbolic attributes derived from the literature review and elicit recommendations that can improve the tourist experience in rural areas.

Methodology/approach

An exploratory research approach was utilized, whereby 70 open-ended casual interviews were conducted with domestic and international tourists visiting rural areas in Cyprus.

Findings

Main findings derived from this study include the realization that the rural tourism experience is fragmented and largely shaped by travel motives, regional characteristics, support services, and service provision.

Practical implications

A refined segmentation strategy is proposed as well as the development of synergistic, innovative linkages among rural tourism stakeholders and across sectors in the industry, with thematic clusters representing a favorable proposed strategy.

Originality/value

Although the study is centered on a single case, theoretical and practical implications may be derived with regard to the demand aspects of rural tourist experiences. In turn, such insights may be transferrable to other rural destination contexts.

Citation

Farmaki, A. (2016), "Managing Rural Tourist Experiences: Lessons from Cyprus", Sotiriadis, M. and Gursoy, D. (Ed.) The Handbook of Managing and Marketing Tourism Experiences, Emerald Group Publishing Limited, Leeds, pp. 281-298. https://doi.org/10.1108/978-1-78635-290-320161011