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• W235623009 abstract "Introduction Tourism is an activity with rapid evolution and importance for the development of every country, as it contributes significantly and terminally to the development of the incoming exchange, in the decrease of unemployment, and in the economic and social development of the life of each country's inhabitants. The role of Tourism is decisive in modern societies and lately it is considered as the main form of spending leisure time, human contacts and the creation of economic and cultural relations. (Michalko 2000). This influence of tourism in various sectors has made necessary its division in several categories. This differentiation has brought about revolutionary changes in tourist growth in recent years and has prompted many investigators to do multiple researches about the forms, the importance and the different potentialities of each country to develop new types of tourism. The distinction between mass tourism and alternative, tourism led to a dynamic evolution, which may prove to be determinative for the development of tourist destinations. Moreover rural communities as well as central and local governments were trying to find suitable development policies to upgrade regional economies since they realized that has changed dramatically since the massive introduction of new technologies in the production process, commonly known as green revolution (Leite and Radhakrishna 2002). Rural tourism is one of this policies but its development is facing problems with the marketing plan utilization. Rural territories lost their original activity, the agriculture is the past, and there are only some places where we can meet authentic farmers. The base of sustainable development is not the agriculture; however, there is an effort to sustain the traditional rural environment (the rural atmosphere), an illusion for the outsiders. By creating an attractive rural tourist milieu, the originally agriculture-based rural environment may also be saved. If marketing communication suggests the values (beauties) of the rural life, then it creates a new base to save the rural milieu (what is consumed by tourists). In this study, an attempt is made to present the importance of marketing as a strategic procedure contributing to rural tourism development and competitiveness. Beside that, we suggest to introduce the concept of rural milieu and its significance in marketing campaigns, in case a continuous feedback between marketing associations, destination image formation and the milieu perceived by visitors is developed. Hypothesis about Rural Tourism There is a small confusion about the definition of rural tourism since there are many kinds of tourism which can be called rural tourism like farm tourism which is defined by Clarke (1999) as a kind of rural tourism which is conducted on working environment forms as part of a product from the costumer perspective or village tourism which, creates its own particular attractions, organisations and facilities in order to attract tourists to the countryside. It requires co-operation, training, sound leadership and commitment from local people, very demanding requirements in a disintegrating local society (Kovacs 1997). Perales (2002) tried to solve this definition problem and claimed that there are two types of rural tourism. The traditional one, which is based on farm accommodation and the modern type, where the visitors expect to make a much deeper and profitable use of the landscaping, environmental, natural and architectural recourses. In countries like Greece and Hungary there is much difference in how rural tourism is implemented, since in Greece the main provision of rural tourism product is bed and breakfast with accommodation in traditionally furnished rooms and with traditional breakfasts often based on home-made products (Michalko and Fotiadis 2006). Hungary is still in a primary stage and the most important form of rural tourism is tourism on family farms or village houses, where guests stay either with the farmer family or in a guest room, and they usually have the same dinner as the family has. …" @default.
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• W235623009 date "2008-01-01" @default.
• W235623009 modified "2023-10-18" @default.
• W235623009 title "Rural Milieu in the Focus of Tourism Marketing" @default.
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