Rural tourism should ideally be located in rural areas; functionally rural (based on the rural world’s special features, such as open space, natural resources and traditional practices); rural in scale (small scale) and traditional in character, organically and slowly growing and controlled by local people. The present research project seeks to analyse, in a holistic and multi-disciplinary manner, the rural tourism experience lived in some Portuguese areas that are shaped by distinct geographical, cultural, social, political and economic conditions. This experience will be analysed, considering tourists, the community and the tourism destination context. Additionally, results will be confronted to identify conflicts of interest and/ or gaps of perception, as well as gaps between the real and potential rural tourism experience, and ways of eventually overcoming these conflicts and gaps in an attempt to further sustainable destination development.  For the rural destinations analysed, more specific recommendations for destination development will be advanced and eventually, based on common problem-fields identified, more general proposals for improved destination planning and marketing of rural areas in Portugal suggested, thereby also making a contribution in the field of “action research”.     

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