Travel activities provide a powerful way to segment rural well-being tourists

What is it about?

To understand how tourists behave and what they want from their rural holiday we have to look into what they want to do. Segmentation through travel activities helps tourism companies to identify the people they should target with their marketing. This study also shows that the information search behavior in the internet differs between people who prefer different activities during their rural holiday.

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Why is it important?

Rural wellbeing tourism is a growing form of tourism, especially in Northern Europe. This study helps to understand these rural wellbeing tourists and especially their online information search behavior better.