| Abstract: |
The concept of rural tourism encompasses many forms of tourism, such as
nature-based tourism, community-based tourism, ecotourism, agro-tourism, and
many more. Scholars consider tourism an important tool for revenue generation
for communities living in rural areas. However, ineffective planning and
management of the tourism industry may lead to undesired results in rural
destinations, sometimes negatively affecting their rich natural and cultural
heritage. In Lebanon, the last decade witnessed an increase of the rural
tourism share within the tourism industry. Until today, there are no
scientific studies of the supply and demand for this sector in Lebanon. This
survey aims to analyze the demand for rural tourism among the domestic market
hoping to provide information for actors in the field. The data showcase
evidences about the needs, preferences and expectations of potential urban
travelers, and factors affecting them. Data collection was completed in May
2014 with a sample of 436 persons, mostly Lebanese urban inhabitants, during
the Travel Lebanon exhibition dedicated to promote rural tourism in Lebanon.
The statistical analysis revealed important information about the perception
and behavior of potential visitors. Personal characteristics, especially
respondents’ personal income and cultural background, have been identified as
major factors that affect their decision-making process regarding tourism
services and facilities. Results also revealed a lack of awareness by the
surveyed respondents about critical sustainable tourism issues in rural areas,
and a visitor perception that is somewhat different from what is actually
being provided by tourism stakeholders in rural areas. |