Analysis of tourist satisfaction level in rural tourism destinations: determining factors and marketing implications [Articol]

Abstract

Purpose of the article: The study aims to investigate the level of satisfaction of tourists who have visited rural tourism destinations in the Republic of Moldova, as well as the factors that determine it It highlights the role of marketing implications in improving the competitiveness of rural destinations and the overall satisfaction of visitors. Methodology: The research is based on a quantitative approach, carried out through a questionnaire applied to a sample of 267 respondents. The research tool included items measured using the Semantic Differential scale, focusing on dimensions such as service quality, authenticity of experience, facilities offered, and accessibility of the destination The data were analyzed using statistical methods to identify the relationships between variables Conclusions: The results highlight that service quality, authenticity of experience, and facilities offered are the determining factors of tourist satisfaction, and satisfaction determines the intention to return and recommend the destination. Originality: The study provides practical recommendations for rural tourism operators on improving the tourist experience and formulating marketing strategies aimed at visitor satisfaction and loyalty.