THE MANAGEMENT OF FACTORS STIMULATING DEMAND FOR WALKING TOURISM IN RURAL AREAS

Due to its economic, social, environmental, and health significance, walking in rural areas provides plenty of benefits that contribute to the sustainable development and well-being of both visitors and local communities. The aim of this research is to analyse the influence of accommodation, gastronomy, and local guides on stimulating demand for walking tourism in rural areas, and to propose instruments for enhancing the management of these factors. Tourism demand describes the desires or needs of tourists for specific destinations, services, or activities. The geographical focus of the research is global. The survey was disseminated to a broad audience via academic platforms and social media networks. A total of 467 responses were gathered between March and May 2022. Data was processed using descriptive statistics and parametric statistics: the Independent Samples T-test, and the One-factorial Analysis of Variance (One-way ANOVA). Due to their key role in creating an authentic tourist experience, the research focused on three factors stimulating tourist demand for walking in rural areas: accommodation, gastronomy, and guides. The paper indicated that walkers in rural areas prefer to consume traditional meals, stay in traditional households, and get to know nature with the support of local guides. This paper contributes to the understanding of the key elements that attract tourists to rural areas, providing recommendations for the sustainable management of walking tourism and supporting local communities. Future studies will explore natural and cultural resources, walking infrastructure, and environmental awareness as factors.