Validation of cognitive image dimensions for rural tourist destinations

The aim of this study is to identify and validate the dimensions involved in the formation of the cognitive image of a rural tourist destination. The development of a positive tourist destination image has a significant motivating effect on consumer behaviours, such as satisfaction and loyalty, and represents a valuable instrument for the advancement of rural tourism. Given that effectively creating and managing a rural tourist destination image require knowledge of the factors that rural tourists value, this study sets out to identify and validate the dimensions of a cognitive rural tourist destination image. These are found to be the characteristics of the rural tourist destination, the characteristics of the service offer, the cultural offer, the nature-based activities offer and the offer of local products and gastronomy. This application has implications for entrepreneurial activities and decision making, and for public bodies working in rural tourism.