Understanding and managing the rural tourism experience - The case of a historical village in Portugal

As an industry tourism is often perceived important as a means of development in marginal rural zones, such developments are thought to appeal to a post-modern market seeking 'unique' experiences. This paper examines the rural tourism experience offered by a small village in Central Portugal that uses its heritage and traditions to offer such experiences. The case, derived from interviews, analyses the experience of tourists and residents, the interactions between different stakeholders, impacts and marketing implications. It concludes that social, emotional and symbolic dimensions of the experience, associated with rurality, are important determinants of tourist satisfaction. (C) 2012 Elsevier Ltd. All rights reserved.