What is Rural Tourism Services Online Sale

The services of rural tourism are increasingly offered and sold through online channel. This chapter researches socio-demographic profile of online buyers of rural tourism services. The process of knowing and understanding buyers starts with conducting marketing research and is followed by strategic and tactical marketing steps. The profile of buyers is the result of the process of market segmentation in which various variables are used, firstly as segmentation base and later as descriptors of identified segments. Field marketing research was conducted in Serbia. There were 300 respondents. Convenience sampling was used. Several variables in regard to buyers' relation to rural tourism services were considered from the aspect of their socio-demographic characteristics. The results show that these variables are useful for describing rural tourism services' online buyers. Furthermore, the recommendations for providers of such services were provided.