Sustainable Rural Tourism in Andalusia: A SWOT Analysis

Abstract

Currently there is virtually no field or sector that does not take into consideration the paradigm of sustainable development. Obviously, in this sense, touristic activity in general and the rural tourism sector in particular are no exceptions. Sustainable rural tourism is an emerging form of touristic activity that is taking on more and more relevance in many countries. Developed in rural areas, this alternative permits visitors to be in touch with the environment while simultaneously enjoying its cultural heritage, learning about the traditional customs and habits in the daily lives of the people living in these areas. In an attempt to diagnose the reality of sustainable rural tourism in Andalusia, its current status and potential, this study conducts a SWOT analysis on this tourism sector. The results obtained have allowed strategic priorities to be identified and have highlighted the key aspects of good governance in this Andalusian tourism sector. Thus a whole series of action guidelines are provided for both public administrations and private initiatives to permit the identification of behaviors and tendencies favorable to the demand for rural settings as sustainable spaces for free-time activities in the medium term.

Keywords: Andalusia, Sustainable development, Sustainable tourism, Sustainable rural tourism, SWOT analysis.