THE PROVIDERS' PERSPECTIVE ON MEMORABLE TOURISM EXPERIENCES AND SUSTAINABLE RURAL DESTINATIONS. AN EXPLORATORY RESEARCH

From an expansive and managerial perspective, this paper fills a significant and timely knowledge gap by analyzing service providers' perspectives on forming memorable tourism experiences (MTEs) in rural settings and preserving the sustainable development of destinations. It focuses on tourism destinations' sustainable development while stimulating further research as rural tourism expands in the Aragonese Pyrenees (Huesca, Spain). The opinions of the tourism providers about the role of MTE as the final output of their activities and the importance of sustainability development are essential to facing new challenges in an industry characterized by expert and exigent tourists. A structured description of the current research situation from the literature reviewed identifies the questions to include in an interview addressed to service providers selected among the Aragon Valley rural tourism context, public institutions, and tourist associations. The analysis of the qualitative data provides strengths and weaknesses of the rural tourism setting. The rural tourism providers interviewed show sensitivity towards sustainability issues. However, there is a lack of knowledge on the implementation of institutional, individual, and joint actions, on socio-cultural sustainability, and on how to take advantage of technologies. Tourism planning and implementing responsible and economically profitable practices arise as essential. Public bodies and private initiatives must allocate more resources to effective training, information, and awareness-raising. It is necessary to face the development of sustainable rural tourism through cooperation between all those involved in the value chain.