A Comparison of Rural and Urban Tourism Experiences: A South African Example

Abstract

Tourism is a rewarding sector for several countries as it presents opportunities for growth and development. While tourism attractions are predominantly located in either a rural or an urban destination, literature lacks comparative research about experiences in these two contexts. The purpose of this study was to compare tourists’ experiences of visiting a rural or an urban destination in South Africa. Data were conveniently obtained from 401 tourists who visited either one of two rural, or one of two selected urban tourist destinations. This study found significant differences in tourist perceptions for escape and peace of mind. Tourists felt more strongly/positive that they were escaping when visiting a rural tourism destination than when visiting an urban tourism destination.  However, the study also revealed that tourists felt more secure and safe and that their privacy was prioritised (peace of mind) at an urban tourism destination than at a rural tourism destination. Tourism destination managers and governments may use the findings of the study to improve the tourist experience and promote a competitive platform for the tourism destination to attract more tourists.