How to attract central and Northeneuropeans to a rural tourism establishment in the center of Portugal

Abstract

The rural tourism market in Portugal has been growing, showing a positive trend of foreign people’s overnight stays. These individuals are motivated by factors like: rest and relax far from the cities, and interest in culture and traditions of the rural region. According to the study, the rural tourist can be segmented into two distinct groups, representing different primary motivations and behaviors. After having performed a set of researches, Monte do Areeiro - a Portuguese rural tourism establishment - is able to follow the best marketing strategies and the respective action plans to better satisfy its customers.