Abstract

This research tests a framework of external factors presented in the literature that contribute to the marketing management of hospitality experiences, in a rural tourism context. Data analysis begins with an exploratory factor analysis (EFA) on the items used to measure the concept of appealing hospitality experience. Once established this second order construct, structural equation modelling (SEM) was used to estimate and test the complete proposed model that links: (1) the second-order construct appealing hospitality experience with its first order indicators; (2) the constructs appealing hospitality experience and tourist loyalty. The analysis of data collected from a questionnaire administered in rural lodgings in the region of Southwest Portugal suggests that five factors contribute to appealing hospitality experiences which lead to tourist loyalty: staff performance, physical features, product-related aspects, social interactions, and the existence of a theme. Practical implications for managing responsible hospitality experiences in rural destinations are presented.