The inter-relationship between rural and mass tourism: The case of Catalonia, Spain

Abstract

In certain regions of Southern Europe, mature coastal resorts are currently coexisting with rural tourism areas several kilometers inland. This paper analyzes the inter-relationship of these two types of tourism and the conditions for sustaining both in Mediterranean destinations. To do so, common and uncommon characteristics of the tourist product in rural and mass tourism are identified. The case study focuses on the region of Catalonia, Spain. By applying a hedonic price model, the valuation of some traditional mass tourism characteristics in rural tourism is tested. The results show that rural and mass tourism in the region share several attributes, some of them with opposite effects. The general conclusion is that both types of tourism are compatible, but should be developed and promoted independently to preserve the attractiveness of the destination. Some managerial recommendations for rural tourism in Catalonia are also derived from this analysis.