Understanding the effects of choice attributes on rural tourism has been important in order to find the way to offer services and products that can appeal to customers. The goal of this investigation in rural tourism is the exploration of tourist preferences and the examination of the individual determinants of these preferences. To achieve this goal, the survey was conducted on 452 tourists who live in either Madrid or Barcelona and best-worst discrete choice experiments were also applied. The results revealed that tourists choose the rural tourism that is expected to have the highest utility after comprehensive consideration of various attributes. Relatively important attributes for preferences were staff hospitality, outdoor activities, additional facilities, and location.

为了找到提供可以吸引顾客的服务和产品的方式，了解选择属性对乡村旅游的影响非常重要。乡村旅游调查的目的是探索旅游者的喜好，并研究这些喜好的各个决定因素。为了实现这一目标，对居住在马德里或巴塞罗那的452位游客进行了调查，并应用了最差的离散选择实验。结果表明，在综合考虑各种属性后，游客选择了预计效用最高的乡村旅游。偏好的相对重要属性是员工的接待，户外活动，其他设施和位置。