Determinants of attractiveness of portuguese rural destinations in a post-covid environment: the case of monchique

Abstract

COVID-19 encouraged a shift in travel behaviours and tourists are more demanding than ever. This study aims to investigate what motivates them to visit rural destinations and how to develop effective marketing strategies for the case in analysis: Monchique Resort & Spa. Understanding if social media is a useful communication tool is also a priority. Two data samples were collected and results show that the 3 main determinants of attractiveness are relaxation, contact with nature and escaping from busy life. Additionally, an in-depth analysis of segmentation and targeting strategies at the resort were included to understand how the resort may achieve higher satisfaction levels.