Factors Influencing Tourists’ Participation in Rural Tourism Activities

Abstract Book of the 8th International Conference on New Trends in Management, Business and Economics

Year: 2026

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Factors Influencing Tourists' Participation in Rural Tourism Activities

Emine İkikat Tümer, Hatice Türkten, Göknil Nur Koçak

ABSTRACT:

Rural tourism has emerged as an important alternative tourism type that contributes to rural development and national economic growth. In both developed and developing countries, the increasing desire to escape urban life, spend time in natural and tranquil environments, adopt healthier lifestyles, engage with local culture, and participate in outdoor sports activities has significantly increased the demand for rural tourism. This study aims to identify the demographic and socio-economic factors influencing tourists’ participation in nature-based rural tourism activities in Mersin, Türkiye, a province with significant natural potential for activities such as wildlife observation, rafting, mountaineering, running, and hiking. Data were collected through face-to-face surveys conducted with 271 tourists visiting Mersin. The Chi-square (χ²) test was employed to analyze the data. The findings reveal that participation in nature-based rural tourism activities is higher among tourists under the age of 35 (63.9%), males (55.4%), individuals with at least a university degree (60.8%), single individuals (60.0%), households with fewer than five members (53.8%), and those allocating 10% or more of their income to tourism expenditures (64.1%). The results indicate that younger, better-educated individuals and those with a higher tourism expenditure share are more likely to engage in rural tourism activities. These findings provide valuable insights for market segmentation and the development of targeted marketing strategies in rural tourism destinations.

Keywords: Rafting; mountaineering; hiking; Chi-square; Mersin