Abstract

In the present competitive climate, corporate image is acknowledged as having the potential to impact on customer loyalty towards a firm. With data collected from rural tourism companies and potential customers in the sector, this study aims to throw light on the scarce literature existing about it, by empirically testing the strategic model. The results of the study reveal the strategic corporate profile of rural tourism enterprises. However, the lack of similarities between the attributes associated to ach rural destination area represents a handicap for the implantation of a single and established image in such enterprises.