ANALYSIS OF CONSUMER PREFERENCES IN RURAL TOURISM

DOI 10.32651/253-73

Issue № 3, 2025, article № 10, pages 73-79

Section: Agrofood market

Language: Russian

Original language title: АНАЛИЗ ПОТРЕБИТЕЛЬСКИХ ПРЕДПОЧТЕНИЙ В СФЕРЕ СЕЛЬСКОГО ТУРИЗМА

Keywords: RURAL AREAS, RURAL TOURISM, MARKETING RESEARCH, INDEX NET PROMOTER SCORE

Abstract: Currently, the volume of domestic tourist flow is increasing in Russia, and rural recreation is gaining popularity, which is due to the great diversity of natural, cultural, and economic characteristics of rural areas. However, to develop rural tourism, it is necessary to conduct marketing research in a specific region and develop a unique concept of local rural tourism based on it. The purpose of the presented work was to identify the directions of development of rural tourism of the studied region based on the empirical study of preferences of potential consumers of services. According to the results of the survey conducted among residents and guests of the Kostroma region, the respondents' interest in rural tourism, the expected duration of such a holiday, wishes for accommodation and saturation of tours were identified. The obtained results can be used in the formation of a concept for the development of the tourism industry in rural areas, in conducting information and consulting events and implementing educational programs for entrepreneurs planning a business in the field of rural tourism.

Authors: Kadetova Natalia Aleksandrovna, Sereda Nadezhda Aleksandrovna