This study examines the changing preferences of rural tourists in Western Transdanubia,
Hungary, in the wake of the COVID-19 pandemic. We aim to uncover how rural tourism
has changed and identify the new winners of the shifting demand. In 2021, we conducted
a comprehensive survey with 925 participants and introduced a novel activity-based
segmentation of rural tourists, revealing a strong preference for complex service
packages. Practically, our findings highlight that village caterers who have strategically
segmented the market have emerged as winners, successfully attracting different age
groups and genders with customized packages. Cluster analysis revealed a segment of
rural tourists who, without exception, were enthusiastic about diverse activities.
In particular, our cross-cluster analysis points to a significant amount of potential
demand among middle-aged tourists. These findings help practitioners develop a targeted
product mix and marketing strategy to meet the changing demands of rural tourism.
