{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,6]],"date-time":"2026-03-06T03:01:52Z","timestamp":1772766112943,"version":"3.50.1"},"reference-count":67,"publisher":"Emerald","issue":"2","license":[{"start":{"date-parts":[[2017,6,5]],"date-time":"2017-06-05T00:00:00Z","timestamp":1496620800000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JPMD"],"published-print":{"date-parts":[[2017,6,5]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>The purpose of this paper is to investigate the marketing actions developed for rural tourism lodgings and the effect of these actions on lodgings\u2019 performance.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>Data were collected with a questionnaire-based survey, addressing promoters of rural tourism supply in Portugal and were analysed using SPSS. Descriptive analysis was undertaken along with a cluster analysis aimed at identifying groups of suppliers according to the types marketing activities they carried out.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>Results show that the majority of the suppliers are engaged in other professional activities, aside from running a tourist lodging. These \u201cother activities\u201d provide the bulk of lodging suppliers\u2019 household income. Moreover, they dedicate very little of their time to managing the tourism lodging and develop few marketing activities. Despite this, there is a small group of lodging suppliers who, even though in minority, show a more entrepreneurial and professional attitude regarding marketing actions. They are correspondingly more successful and more satisfied with the performance of their business.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title>\n<jats:p>A more qualitative in-depth case study approach with a systematic triangulation of findings from diverse sources and approaches might have permitted an even deeper understanding of some of the results, such as the reasons for the identified passivity of suppliers or their lack of marketing initiatives, as well as possible solutions to overcome these identified barriers.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>This study is important, as there is little existing work connecting rural tourism and marketing. Apart from providing knowledge from theory, the empirical results indicate from a practical perspective some of the potential benefits of assuming a marketing perspective in rural tourism.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/jpmd-06-2016-0037","type":"journal-article","created":{"date-parts":[[2017,4,20]],"date-time":"2017-04-20T07:22:55Z","timestamp":1492672975000},"page":"121-139","source":"Crossref","is-referenced-by-count":35,"title":["Marketing of rural tourism \u2013 a study based on rural tourism lodgings in Portugal"],"prefix":"10.1108","volume":"10","author":[{"given":"L\u00facia","family":"Pato","sequence":"first","affiliation":[]},{"given":"Elisabeth","family":"Kastenholz","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"issue":"1","key":"key2020120707331035100_ref001","doi-asserted-by":"crossref","first-page":"7","DOI":"10.1080\/14616689908721291","article-title":"Sustainable tourism: a state-of-the-art review","volume":"1","year":"1999","journal-title":"Tourism Geographies: An International Journal of Tourism Space, Place and Environment"},{"issue":"3\/4","key":"key2020120707331035100_ref002","first-page":"418","article-title":"Identifying rural tourism markets: a pratical tool","volume":"17","year":"2008","journal-title":"Journal of Hospitality & Leisure Marketing"},{"key":"key2020120707331035100_ref003","article-title":"Sustainable improvement of competitiveness in rural tourism destinations: the quest for tourist loyalty in Spain","year":"2016","journal-title":"Journal of Destination Marketing & Management"},{"key":"key2020120707331035100_ref004","doi-asserted-by":"crossref","first-page":"278","DOI":"10.1016\/j.ijhm.2012.07.005","article-title":"Rural tourism: marketing strategies for the bed and breakfast industry in Taiwan","volume":"32","year":"2013","journal-title":"International Journal of Hospitality Management"},{"issue":"1","key":"key2020120707331035100_ref005","doi-asserted-by":"crossref","first-page":"26","DOI":"10.1080\/09669589908667325","article-title":"Marketing structures for farm tourism: beyond the individual provider of rural tourism","volume":"7","year":"1999","journal-title":"Journal of Sustainable Tourism"},{"key":"key2020120707331035100_ref006","article-title":"Effective marketing for rural tourism","volume-title":"Rural Tourism and Sustainable Business","year":"2005"},{"key":"key2020120707331035100_ref007","first-page":"410","article-title":"Niche markets, niche marketing and rural employment","volume-title":"Rural Employment; An International Perspective","year":"1997"},{"key":"key2020120707331035100_ref008","volume-title":"Rural Tourism \u2013 Official guide","author":"DGT","year":"2006"},{"issue":"1","key":"key2020120707331035100_ref009","doi-asserted-by":"crossref","first-page":"9","DOI":"10.1080\/09654310500339083","article-title":"Marketing and innovation: useful tools for competitiveness in rural and peripheral areas","volume":"14","year":"2006","journal-title":"European Planning Studies"},{"key":"key2020120707331035100_ref010","unstructured":"Dinis, A. 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