Sustainable Development and Consumer Behavior in Rural Tourism—The Importance of Image and Loyalty for Host Communities

In recent years, rural tourism has experienced a major boom; it was once secondary type of but now become significant alternative option within the Spanish economy. This facilitates sustainable development host communities and their surrounding areas, becoming an extra source income in some cases, principal business others. It is therefore important to ascertain which variables influence behavior tourists. The objective this study demonstrate on tourist destination image, both initial final, as well satisfaction loyalty area. Loyalty, translates into repeat visits area recommendations third parties, promotes areas. After exhaustive review literature relevant variables, empirical carried out using questionnaire designed for tourists over 18 years old who visited province Soria (Spain) stayed establishment. resulted total 1658 valid completed questionnaires. A structural equation model then drawn up discover relationships between all variables. results demonstrated importance image formation new also showed that variable most strongly influences novel contribution areas since focuses its resulting benefits.