This study aims to offer a basis for developing appropriate response strategies through understanding tourists’ natural perceptions related to their rural tourism experiences and the characteristics of the rural tourism market segments. To achieve this purpose, the netnography methodology, which is an online participatory observation technique based on user-generated online content that enables market researchers to observe natural consumer behaviors, was conducted on 1002 tourists’ opinions in three online communities. Qualitative information derived from netnography combined with quantitative tools, multiple correspondence analysis and cluster analysis, allows for the segmentation of the rural tourism market. It has been confirmed that three market segments exist in rural tourism in Spain and three corresponding themes have also been derived from the results; comfort-driven visitor, rural ambiance spender, and active leisure seeker. This study is significant in that it began with the qualitative collection of user-generated online content from netnography and finished with the quantitative segmentation of the market based on tourist experiences.

这项研究旨在通过了解游客与乡村旅游经历和乡村旅游市场细分的特征相关的自然感知，为制定适当的应对策略提供基础。为了实现这一目的，对三个网络社区中1002名游客的意见进行了网络志方法学，这是一种基于用户生成的在线内容的在线参与观察技术，使市场研究人员能够观察自然的消费者行为。从网络志获得的定性信息与定量工具，多重对应分析和聚类分析相结合，可以对乡村旅游市场进行细分。事实证明，西班牙乡村旅游业存在三个细分市场，并且从结果中得出了三个相应的主题。以舒适为导向的游客，乡村氛围的消费者和积极的休闲者。这项研究意义重大，它始于从民族志上定性收集用户生成的在线内容，最后是根据游客的经历对市场进行定量细分。