Diverse socializing patterns in rural tourist experiences – a segmentation analysis

Abstract

Tourism is a social phenomenon and host–guest interaction has been identified as particularly relevant in the rural tourism experience. This paper extends previous research on social interaction, rural tourism and experience marketing, by analysing, via visitor survey (N = 819), the contacts that visitors of three Portuguese villages establish with (a) residents and (b) other visitors during their stay. A cluster analysis based on interaction patterns identifies three distinct visitor groups: those showing little interest in interaction with others, those mainly interacting with other visitors and those intensely interacting with residents. Significant differences between segments reveal distinctly lived rural tourism experiences and a positive impact of socializing on these experiences. Destination management and marketing implications as well as suggestions for future research are also presented.