Marketing of Rural Tourism Enterprises – An Option Outlined or at the “Flavor of the Cirmcunstances” – Research Hypotheses
Lúcia de Jesus1, Elisabeth Kastenholz 
2 and Elisabete Figueiredo2
1 Escola Superior Agrária de Viseu, Portugal
2 University of Aveiro, Portugal
To cite this text:
Jesus, L., Kastenholz, E. & Figueiredo, E. (2010), Marketing of Rural Tourism Enterprises – An Option Outlined or at the “Flavor of the Cirmcunstances” – Research Hypotheses, Percursos & Ideias, Vol. 2, pp. 99-108.
Abstract
The aim of this paper is to present research hypotheses that will serve as a tool for the study of the characteristics, aims and entrepreneurs marketing strategies of rural tourism lodgings. Although marketing has a fundamental role on the promotion of regions and tourist destinations, in this case rural, it is not always developed and run in a careful, systematic and planned way by the agents offer. It is proposed that rural tourism entrepreneurs have a certain profile and objectives that lead them to install the lodging. It is suggested however that these entrepreneurs have no training in tourism and in general had no previous experience in the same. These facts contribute to a little entrepreneurial posture and therefore to the marketing process followed (or not) in the lodgings.
Keywords
Rural tourism, Marketing, Research hypotheses.