Quiet and blessed: rural tourism experience and visitor satisfaction in the shadow of COVID-19 and beyond

ABSTRACT

Rural tourism has an increasing share of the country's tourism income and significantly contributes to the rural economy. Intensive research has been conducted on how Covid-19 affects the tourism industry and the challenges and opportunities the sector face. Although the rise of rural tourism is frequently highlighted post-Covid-19, research examining the satisfaction levels of visitors involved in rural tourism is almost nonexistent. The study's main aim is to determine customers' satisfaction levels from rural activities in and around the Iznik District of Bursa province and to recommend improvement. We obtained data from a structured survey conducted with 408 people who visited Iznik at least once. SPSS 23 program was also used to analyze the data obtained. Results show that visitors' satisfaction with nature and the environment is above average, and their satisfaction with the services provided is below average. The most critical dissatisfaction was the increasing environmental pollution, the loss of natural beauty, the local government's inability to do the necessary cleaning and maintenance work, and the lack of introductory information in places with historical and natural characteristics. Participants wanted to stay in caravans and tents rather than hotels and suggested expanding and improving those facilities. They suggested that local textures are preserved, and more local food and beverages are offered. The suggestion shows that visitors demand integrating more with nature, local life and historical texture.