Analysis of sustainability and authenticity as key elements for rural tourism
- Autores: Carmina Fandos Herrera, Alberto Labuena García, Carlos Orús Sanclemente
- Localización: Spanish journal of marketing-ESIC, ISSN 2444-9695, ISSN-e 2444-9709, Vol. 30, Nº. 2, 2026, págs. 192-213
- Idioma: inglés
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Resumen
Purpose This study aims to analyse the impact of sustainability and perceived authenticity on the perceived image of a rural tourism destination and its influence on the intention to visit and recommendation. The moderating roles of age, gender and motivations, in the relationships established between sustainability and authenticity with the perceived image, are also examined.
Design/methodology/approach Data were collected from 320 Spanish rural tourists through an online survey. Structural equation modelling was applied to analyse and validate data through SmartPLS 4.0.
Findings The economic and socio-cultural dimensions of perceived sustainability, and the perceived authenticity of a rural tourism destination, have a significant influence on the perceived image. Likewise, this image has a significant impact on the intention to visit and to recommend. In addition, moderating effects are observed in relation to respondents’ gender, age and motivation.
Research limitations/implications The sample was collected through a convenient sampling procedure of Spanish tourists, where the pandemic influenced sustainability awareness to a greater extent than in the other countries. It is recommended to analyse these relationships in different rural contexts to see whether the same results are obtained.
Practical implications This study shows the need to develop policies and activities in rural areas that guarantee sustainability to improve image and increase the number of potential tourists. It is vital for rural tourism destinations to strengthen their authenticity through novel, real and unique experiences and to generate communication that emphasises the positive effects of tourism in the rural environment.
Social implications The results demonstrate the importance and impact that two of today’s main tourism trends, sustainability and authenticity, have on the formation of positive perceived images.
Originality/value This study examines the importance of sustainability and authenticity to build destination image of rural destinations. For this purpose, an a priori and affective view of the destination image is adopted. Moreover, this study stresses the importance of considering tourists’ characteristics (gender, age and motivations) when analysing rural tourism behaviour.
