- rural tourism consumers in the Rhodopi mountain area (334 surveys among residents of villages and cities in the regions of Plovdiv, Pazardzhik and Stara Zagora) using questionnaires prepared by the author. A two-step approach was applied: a pilot study and proper research were carried out.
The empirical information was processed and its presentation in graphic form and tables was prepared using the SPSS specialised statistical package (software), version 13.00, and Microsoft Office (Word, Excel,Power Point ).
3. Conclusion
An updated definition of the nature and contents of rural tourism was formulated; the essential elements of the rural tourism content were determined: informative, recreational, economic and social.
The main criteria in rural tourism definition were specified: from a geographical perspective (territorial positioning); in accordance with the purpose of the stay; in its essence, the tourism product is a service; the tourism product is of a complex nature.
The rural tourism notion is perceived as a combination of the following elements: as a human activity performed during people’s free time; as an economic sector integrating different economic entities and activities aimed at the satisfaction of needs related to tourist travel and stay; as a movement of man in space and significant distances covered for recreational and information purposes;
Rural and agrarian tourism were distinguished according to: accent of the holiday and tourism product (service) content. A mandatory element of agrarian tourism is participation in agricultural activities. Agrarian tourism is considered a part of rural tourism.
The main factors, conditions and prerequisites for rural tourism development were subjected to systematisation.
It was assumed that rural tourism provided a complex tourism product and was defined by the following statement: Rural tourism product is a combination of social, psychological, economic, spiritual benefits (recreation, experiences, social contacts, escape from the daily routine, prestige, purchase of ecologically clean products, etc.) obtained by tourists as a whole, in their entirety. Tourism product always includes three components: overnight stay, meals and other activities: entertainment, recreation, transport, sports, etc. From an economic perspective it is a service and needs to be interpreted as such. It possesses all features characteristic of a service: 1. intangibility, 2. indivisibility; 3. inequality; 4. impermanence; 5. unevenness in time.
The demand for the rural tourism product is characterised by great complexity, lack of organisation, and heterogeneity, therefore it is extremely flexible. The supply of the rural tourism product is of poor flexibility owing to its inability to react promptly and adapt to changes.
The nature of the tourism enterprise as a system was clarified. As a result of the division of labour, the following subsystems were formed: production, economic and social; socioeconomic persons in the tourism enterprise: owner, manager (entrepreneur), hired worker (implementing the tasks). In spite of its specific character, the tourism enterprise has the same functional areas: objectives, technology applied, management structure and human resources (personnel).
The basic indices for the evaluation of economic benefits from the rural tourism product were systematised and explained;
A system of specific indices was developed for the quantitative measurement of the effect of the following factors: demographic, economic, agrarian, of the territorial system and infrastructure for rural tourism development in individual municipalities.
This will be helpful in managerial decision-making.
The existence of the conditions and prerequisites needed for rural tourism development in the area studied was established as follows: natural and resource potential, rich folklore and cultural traditions, architectural, historical and other sights that would attract even the most exquisite and profound interest. On the other hand, there were: deep social and economic crisis in these areas, resultant unemployment, agriculture based on small and scattered plots of land where no modern technology is used, demographic collapse and largely deteriorated age structure of the population, lack of any major industrial enterprises offering a large number of jobs, etc. The social and economic instability forces the population in these areas to look for additional activities to feed their families.
An increase in the number of beds in the municipalities studied was established; however, the trend in the change of overnight stays realised was not proportional to the capacity of tourism enterprises. The reasons were found in the management, marketing and advertising level of individual tourism facilities, as well as in the low income of people in our country, underdeveloped technical infrastructure, inconsistencies in rural tourism product quality, etc.
The correlation links and dependences studied provided grounds for the following conclusions to be made: since in all types of tourism enterprises studied the labour productivity level is directly dependent on the occupancy rate of the tourism facility, the work on attracting new clients needs to be activated: advertising, PR, and improving the tourism facility image. Thus the revenues from tourism enterprises could be increased. All this would have a positive effect on the development of rural tourism and the social situation of the population in the area. The strong influence of the amount of operating costs upon economic results as established for all tourism facilities calls for improvement of their management within the tourism enterprise. Managers can apply flexible management of variable costs by preliminary negotiation of quantities, prices, periods, suitable storage area, etc. The reduction in the variable costs per overnight stay would result in enhanced competitiveness of the tourism facility.
It was established that tourism enterprises of the house with a yard and farm type were only a form of diversification of agricultural production, whereas those of the family hotel type were independent specialised tourism enterprises.
The factors motivating consumers in their choice of a rural tourism destination in a mountainous area, the Rhodopi region in particular, were selected, assessed and ranged. A profile of the rural tourism product consumer was created. This will help managers in the elaboration of strategies for rural tourism development.
