Volume 8, Issue 4, August 2010: Applied Research Note 1
Business Administrator, Katerini / Greece
University of Macedonia
In this study we are trying to answer three important questions about rural tourism. First of all, what are the expectations of rural tourists? Secondly, is there a gap between the perceptions and expectations? And finally, which strategies should rural hosts follow to achieve the desirable level? A modified Importance – Performance Analysis model was used for a sample of 219 rural tourists. The gap between importance and performance was evaluated. The findings will be applied to improve service quality and it will serve as the basis for rural tourism stakeholders to improve their service strategies in response to customer needs.